Here we are now, entertain us, consumers tell brands

Forget celebrities and influencers: the companies that fare best on social media are the ones offering customers diversion and deals

21st July, 2019
Gerard Murnaghan, head of Sprout Social Ireland Picture: Feargal Ward

Brands that entertain followers are most likely to engage consumers on social media, new research has found, but just 16 per cent of respondents said a recommendation from an influencer or celebrity would encourage them to engage.

The From Conversation to Connection report released last week by social media analytics firm Sprout surveyed just over 1,000 consumers in Ireland and Britain.

According to Sprout, brands that appeal to their “audience’s preferences” stand the best chance of engaging...

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