Social disconnect between brands & consumers
- Part 1 Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Episode Chapters
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02:00: Social media's evolving role_Explores how social media has become the number one source for consumers to keep up with trends and online culture, surpassing traditional sources like friends, family, TV, and other digital media.
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04:06: Social media as a search engine_Discusses the shift in consumer behavior where platforms like TikTok and YouTube have become primary search destinations, especially for Gen Z, creating new opportunities for brands.
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06:00: AI in social media_Examines consumer attitudes toward AI in social media, revealing generational differences in acceptance with younger users being more open to AI-generated content and even AI influencers.
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08:15: Consumer expectations from brands_Highlights research showing consumers want quick, personalized communications from brands on social media, with approximately two-thirds willing to purchase from competitors if brands don't respond.
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10:00: Social media as customer service_Explores how social media has become a critical customer service channel where consumers expect timely responses (within 24 hours) and personalized interactions from brands.
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14:00: Platform diversification strategy_Discusses the importance of brands maintaining presence across multiple social platforms as consumers use different networks based on demographics and purposes.
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16:15: Social network demographics_Provides an overview of different social platforms and their primary user demographics, from Facebook's cross-generational appeal to TikTok's younger audience focus.
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18:00: Brand-consumer disconnect_Reveals a significant disconnect where nearly all social media practitioners believe content should follow trends, while about a third of consumers find it embarrassing when brands hop on viral trends.
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20:15: Social media manager burnout_Addresses how social media professionals feel pressured to be online 24/7 and chase every trend, leading to potential burnout while trying to meet consumer expectations for quick responses.
Episode Summary
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Social Disconnect: Bridging the Gap Between Brands and Consumers on Social Media
Introduction
In this episode, Scott Morris, CMO at Sprout Social, shares insights from their comprehensive research on the disconnect between what brands think consumers want on social media versus what consumers actually desire. Sprout Social's research surveyed consumers, social practitioners, and marketing leaders to uncover how relationships between brands and consumers are evolving on social platforms. As social media continues to transform from a browsing experience to a search and customer service channel, understanding these shifts is crucial for marketing success. -
Social Media's Evolving Role
Social media has fundamentally transformed from being primarily a connection platform to becoming the number one source for consumers to keep up with trends and online culture. "It's the number one source that people are using, consumers are using to keep up with trends and online culture... over friends and family, over TV, over streaming, and over all other digital sources," explains Morris. Perhaps most significantly, platforms like TikTok, Instagram, and YouTube have evolved into primary search engines, particularly for younger generations. TikTok is now the number one search destination for Gen Z, with YouTube following as number two, representing a major shift in consumer discovery behavior that brands must adapt to. -
Platform Diversification Strategy
The research revealed that consumers are present across multiple social platforms, making omnipresence a critical strategy for brands. While Facebook, Instagram, and YouTube remain the most popular platforms across demographics, usage varies significantly by generation. For example, TikTok and Instagram dominate among Gen Z users. This diversity means brands must create tailored strategies for each platform rather than applying a one-size-fits-all approach. Morris emphasizes that "platform diversification is really, really crucial because you want to make sure that your brand is meeting your audiences where they are." -
The Customer Service Imperative
One of the most significant findings is that consumers primarily want quick, personalized communications from brands on social media, especially for customer service issues. Approximately two-thirds of consumer respondents indicated they would purchase from a competitor if a brand doesn't respond on social media, and three-quarters expect responses within 24 hours. This shift makes social media a critical customer service channel, not just a marketing platform. Brands need to invest in the right tools, processes, and frameworks to deliver timely, meaningful engagement that humanizes their presence. -
The Trend-Chasing Disconnect
A major disconnect exists between brands and consumers regarding trend participation. The research found that 98% of social media practitioners believe social content should keep up with online trends, but consumers are split on whether brands should jump on every viral trend. About one-third of consumers think it's embarrassing when brands hop on viral trends, yet most want brands to understand online culture. This creates a delicate balance for marketers who need to stay culturally relevant while avoiding appearing inauthentic or desperate. The key is developing a deep understanding of online culture as it specifically relates to your brand's interests rather than chasing every trend. -
Social Media Burnout
The research also highlighted potential burnout among social media managers, with 94% feeling they need to be online 24/7 to succeed. This always-on mentality, combined with pressure to jump on every trend, creates significant challenges for creating thoughtful, intentional content. Morris suggests that AI and other technologies can help marketers balance the need for quick responses with sustainable work practices. -
Conclusion
The fundamental disconnect between brands and consumers on social media centers on expectations and engagement. While consumers primarily vocalize their desire for responsive customer service and authentic interactions, they don't explicitly state how they want to be marketed to. Successful social media marketing requires understanding both aspects: delivering excellent post-purchase engagement while also creating relevant pre-purchase content that doesn't feel forced or inauthentic. Brands must find the balance between cultural relevance and appropriate content for their specific audience, avoiding the burnout and "ick factor" that comes from trying to be everywhere and do everything on social media.
- Part 1 Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Up Next:
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Part 1Social disconnect between brands & consumers
Social media creates a disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research revealing how consumers use social platforms as discovery engines and customer service channels. Brands must balance cultural relevance without chasing every trend, maintain platform diversification to reach audiences authentically, and deliver personalized interactions within 24 hours to prevent customers from switching to competitors.
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Part 2Do consumers want brands to slide into their DMs?
Social media marketing faces a consumer-brand disconnect. Scott Morris, CMO at Sprout Social, shares research revealing the gap between marketer assumptions and actual consumer preferences on social platforms. His data shows consumers expect personalized responses in DMs when they initiate contact, but resist unprompted brand messages, highlighting how timely, relevant engagement builds loyalty while intrusive approaches damage relationships.
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Part 3Are AI-generated influencers a trend or trash?
Social media marketing faces a growing disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research on how consumer relationships are evolving differently than what platforms intend. He explores the controversial rise of AI-generated influencers, revealing split consumer sentiment while highlighting how younger generations show greater openness to artificial brand ambassadors. Morris also discusses how brands can effectively navigate these changing dynamics to break through increasing social media noise.
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Part 4Responding quickly or providing the right answer to customer questions?
Social media response speed vs. accuracy: which matters more? Scott Morris, CMO at Sprout Social, shares research on the disconnect between marketer perceptions and actual consumer expectations. Morris reveals that two-thirds of users expect responses within 24 hours and explains how AI can handle routine inquiries while allowing marketers to focus on authentic, personalized engagement that requires human touch.
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Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Social channel strategy: focus or diversify?nnScott Morris, CMO at Sprout Social, shares research on the disconnect between marketer assumptions and actual consumer preferences on social platforms. He advocates for strategic platform diversification based on audience demographics while emphasizing the importance of mastering primary channels before expanding. Morris recommends using social listening to track relevant conversations across networks and aligning channel selection with specific brand goals rather than attempting omnipresence.
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