Marketers can relieve their social media users' fear of missing out (FOMO) by delivering content early and often.

Social listening provides brands with valuable insights to inform marketers’ strategies such as which types of digital content elicit the greatest engagement or when posts are shared most often. Data recently released from My Life, a personal social media management platform, found 27 percent of consumers admit they check social networks as soon as they wake up, and 51 percent continue to log in periodically throughout the day. This suggests B2C marketers can give their branded content the most exposure by posting first thing in the morning, and then following up with regular updates.

Followers are reading social media content, the survey found. In fact, 35 percent of respondents say they spend more than thirty minutes reading updates on social networks or responding to emails every day.

56 percent of social media users worry they will miss important updates, news content or events.

By giving followers exclusive access to promotional prices, coupons or product releases, B2C brands can play up on another striking trend – more than half of social followers suffer from the fear of missing out (FOMO), according to the My Life survey. Fifty-six percent worry they will miss important updates, news content or events from the pages they follow if they don’t regularly check their sites.

Social users are actually making purchases, too. Brafton recently reported 38 percent of social media users have converted after sharing or favoriting brands’ products and services online.

Companies that sell technology products and electronics will see the strongest ROI on Twitter, according Vision Critical data. More than one-third of Twitter users said these were the last items they purchased after engaging with related social media content on the web.

Apparel and accessories vendors will see the greatest success on Facebook, as 22 percent of members revealed these were the last goods they were inspired to buy after surfing the social network. It should come as no surprise that arts, designs and crafts vendors perform well on Pinterest, where content motivates 21 percent of account holders to buy.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.