While consumers aren't against following brands on Twitter, most prefer to add only a few to their lists, according to new data from Lab42.

While consumers aren't against following brands on Twitter, most prefer to add only a few to their lists, according to new data from Lab42. This highlights the importance of publishing relevant and engaging social media content – businesses need high-quality content to encourage consumers to follow them.

Lab42 found that 31 percent of consumers follow between one and five brands on Twitter. Fewer Twitter users follow more brands – only 20 percent subscribe to the feeds of six to 10 companies, and 18 percent befriend between 11 and 20 businesses.

By creating compelling social media content, brands will be in a better position to not only win over new followers, but also keep them subscribed. According to the survey, nearly half of consumers (47 percent) follow a company on Twitter because it has interesting tweets. Other reasons to subscribe to a business’ Twitter presence include getting discounts, participating in contests and speaking with customer service.

Businesses need to integrate Twitter with their websites to maximize gains from the social network. Brafton recently reported that homepages with retweet buttons generate seven times more social media mentions than those without.