A report from BzzAgent found that businesses with social media marketing campaigns benefit from extended periods of brand advocacy. The study demonstrates that 55 percent of a company’s fans remain staunch advocates for the brand after a year of following or Liking it, and even more said they’d buy with the company.
As a business fosters loyalty with social followers, these fans become more likely to purchase goods or services. Just 38 percent of respondents said they were likely to make purchases with the companies included in the study prior to being exposed to social marketing campaigns. Once shoppers were exposed to quality social content, 69 percent said they intended to make purchases with the sponsoring companies. Even a year after first finding a compelling social campaign, 61 percent said they would still make purchases with the sponsoring brands.
While the effectiveness of a a given social campaign can dwindle over time, offering regular and valuable social media content can create a resurgence of consumer interest. As is the case with any other campaign, social media marketing must consistently evolve to target different segments of a business’ audience. To engage new followers and those interacting with the company for more than a year, different content is required.
The opportunities for targeting new prospects with social content are growing continually. Brafton recently reported that 19 percent of time spent online is dedicated to social media use, and this figure is expected to rise moving forward.