Consumers are increasingly turning to retailers' Facebook pages as their go-to sources of information for sales, promotions and other business-related activities, indicates a new study from Compete.

Consumers are increasingly turning to retailers' Facebook pages as their go-to sources of information for sales, promotions and other business-related activities, indicates a new study from Compete. This report highlights the importance of offering valuable and engaging content through social media.

As Compete's research found, approximately one-quarter of consumers visit brand Facebook pages on a monthly basis, while half of these respondents say they do so specifically to find sales and promotions. Moreover, 20 percent of consumers say branded Facebook pages are “influential” or “extremely influential” when they are making purchase decisions.

“Our data show that Facebook pages can be a highly strategic and relatively low-cost marketing tool for retailers to engage with shoppers,” said Debra Arbesman, Compete senior associate, retail and consumer products

Additionally, nearly half of the respondents indicated they were fans of five or more retailers, suggesting that many consumers want to actively engage brands and show loyalty on social platforms. This speaks to the importance of providing these convertible individuals with relevant content marketing.

According to a separate report from Efficient Frontier, brands are increasingly looking to bolster their Facebook fan counts, with many positioned to double their follower numbers. High-value content is key to achieving this goal as consumers need a reason to “Like” a brand, and publishing informative content could offer incentive.