Cracking the Code: What Consumers Really Want from Brands on Social Media

Marketers are always seeking the secret formula for captivating audiences on social media. What mix of content keeps consumers engaged and coming back for more? The latest Social Media Consumer Report from Hootsuite sheds light on this, offering key insights to help brands stay ahead.

What Consumers Want

Marketers are constantly experimenting to win over their audience, but the data shows that what consumers want from brands boils down to a few core needs:

Teach Me Something

Consumers crave value and are eager to learn. Content that teaches—whether through product demos, tutorials, or unique use cases—resonates. Take cosmetics brands, for example. They excel by using tutorials to showcase new looks and how to achieve them with their products.

Brand takeaway: Double down on “edu-tainment.” Create content that not only highlights your product but also educates and engages. This deepens consumer relationships and builds loyalty.

Make Me Laugh

Consumers want brands to show a human side, and that includes humor. They’re inviting brands to drop the corporate jargon, relax, and share in a little fun. A well-placed joke or a humorous take can make a brand feel more approachable and relatable.

Brand takeaway: While sales are the end goal, social media should be about engagement. Infuse humor where it fits—light, playful content can humanize your brand.

Join Relevant Conversations

When brands align with relevant, on-brand events or moments, it creates a sense of community and shared experience. This builds brand visibility and makes the brand more relatable.

Brand takeaway: Don’t hesitate to jump into conversations around trending events or cultural moments—if it’s authentic. Influencers can be invaluable here; their personal touch can lend credibility and authenticity to your brand’s involvement. For instance, partner with an influencer to attend an event and share their experience, naturally weaving your brand into their story.

What Turns Consumers Off

It’s equally important to understand what drives consumers away. If certain posts aren’t performing, it’s crucial to pivot. Hootsuite’s report directly asks consumers what they dislike, and the answers are clear:

Repetitive Content

Nothing will drive consumers to hit “unfollow” faster than repetitive content. It ranks alongside boring and inauthentic content as one of the top reasons for consumer disengagement. With users spending over two hours daily on social media, repetitive or “meh” content gets spotted—and ignored—fast.

Brand takeaway: Instead of rehashing content to keep up a posting schedule, focus on quality. It’s better to skip a day than to post something that feels like a rerun.

Political Opinions

Forty-six percent of consumers want brands to steer clear of politics. Topics like religion, spirituality, and gender identification are also considered off-limits by many.

Brand takeaway: Be cautious with political content. Support causes that align with your brand’s values and serve the greater good, but avoid diving into divisive issues.

Forced Relevance (“Shoehorning”)

Consumers see through brands that force their way into trending topics that don’t fit their identity. This “shoehorning” is a major turnoff.

Brand takeaway: Engage with trends only when they align naturally with your brand. Forced participation can come across as disingenuous and may backfire.

By understanding what truly engages—and disengages—consumers on social media, brands can craft more authentic, impactful strategies that drive lasting connections and loyalty.