Brands need a strong social media identity
A large proportion of British consumers prefer to buy brands that display a distinct personality on social media. Friendliness is the most popular trait, while sarcasm is often very poorly received. This is according to a survey by Adzooma.
According to the survey, more than half of consumers completely ignore brands when they misrepresent themselves on the social web.
"Being different for attention"
"Brands face many difficulties in terms of their personality. They have to express themselves, but not offend anyone. They have to be different and attract attention, but also show a friendly and professional tone when customers have a problem," says Adzooma.
The analysts conducted the survey among 378 consumers. 57 percent prefer to buy from brands with strong personalities. 35 percent prefer a friendly tone. In each case, 13 percent prefer to see a professional or a funny brand character. Only 2.4 percent like a sarcastic tone.
"Personality is a tool"
According to Adzooma, brands should definitely not try to use youthful language or memes in order to keep up with the times. Only a few companies, such as the US fast food chain Wendy's, are able to build a convincing social media identity in this way. The target group and context are also important for the tone. 31 percent of respondents want brands to have a mix of different personalities that adapts to the relevant situation.
"Brand personalities are not permanent. They are a tool used to attract the attention of customers and strengthen the relationship with them. However, they cannot be used in all areas of business. Nor should we expect them to, because brands are not individual entities. They are made up of different people, which is why they need many facets," says Adzooma. (pte)
