While brand presence on social media sites continues to grow, companies need to be aware of growing disloyalty online says a new study.
The study held by Facebook explored consumer habits when it comes to following Facebook pages and Instagram accounts, with the results finding unfollowing is almost as frequent.
Specifically, for every Australian Instagram user that follows two new accounts, they unfollow one-and-a-half accounts. Facebook is equally affected – the average national user adds one-and-a-quarter friends and like two pages in the same time that it unfriends a person and unlikes a page.
The key for brands attempting to stay afloat on social media? Utilise each platform in different ways and engage where you can. Facebook IQ researcher Vicki Molina-Estolano tells Adnews: “According to our study, fun on Facebook is more about humour, and fun on Instagram is more about encountering the unexpected. With Facebook it's more about exposure to new ideas and new ways of thinking, and on Instagram it's more about inspiration.”
Specifically, millennials use Instagram to seek information on subjects that include celebrities, fashion, beauty, photography, interior design, travel, and food. This is in comparison to the ‘parent’ category who use the same social media app to keep abreast of friends and family, celebrities, food, fashion and travel.
