Social media users have an insatiable appetite for content—even as the social ecosystem becomes more complex. Despite AI-generated content inundating feeds, emerging networks shaking up the landscape and algorithms transforming on a dime, consumers have never been more plugged in and eager to engage with their favorite brands on every channel.
For marketers, this is a call to action that’s getting harder to answer. Without the right insights and direction, social teams face increased burnout and creative fatigue trying to keep up with their audience’s heightened demands. We surveyed over 4,500 consumers to find out what users actually want from brands on social, and how their responses differ from network to network. These findings reveal what kind of content social teams with limited budgets and bandwidth should be prioritizing, and how to deliver the greatest return on investment from your social media efforts.
