Brand Personality and Content — Elements that Attract Consumers
Every day, we see different brand personalities and types of content that come into play. But what are the specific elements that attract consumers? To answer that, let’s look into two different surveys.
We define personality as your brand’s character. It connects your brand to the community of individuals that you want to reach out to and makes you stand out from all else. It is unique with its varying shades and signature voice.
The pieces of content that you share with your social network reflect who your brand is and what it is about.
According to a survey by Sprout Social this 2017, although being trendy and funny are favorable, the characteristics of being honest, friendly, and helpful top the survey as rather more attractive to brand consumers.
Here we find two distinct categories in terms of what consumers want:
- Customer service – depicted by the characteristics of being honest (86%), friendly (83%), and helpful (78%)
- Bizarre identity – depicted by the characteristics of being funny (72%), trendy (43%), politically correct (39%), and snarky (33%)
While being bizarre is attractive, care and service quality are still indispensable for any brand. People prefer to have the right answers to their queries more than having someone unique to turn to. And it is that sense of caring that strengthens the brand-consumer relationship.
Related Blog Post: Crafting Remarkable Client Experiences with Brand Architect Jared Angaza
Choice of Social Platform
When expressing personality, a brand’s choice of the social platform also matters. Consumers can have their own favorite social platforms for their specific purposes. Each social media platform has its own strength that you can maximize as well.
Facebook, for example, empowers its active users to connect with their respective social networks or community of friends through different content formats and tools. Among which are Live videos and photos.
And according to the same survey, where a brand decides to express her personality is just as crucial to being effective in terms of establishing a strong relationship with her followers.
Here’s the list of the top 5 platforms where consumers prefer brand personality:
- Facebook (83%)
- YouTube (48%)
- Twitter (40%)
- Instagram (35%)
- LinkedIn (33%)
Apparently, Facebook is the social platform that offers more means for a brand to express herself. It is followed by YouTube where video is the prevailing type of content.
Related Blog Post: Using Social Media Strengths to Promote Your Brand
About Time and Value
As much as brands would like to capture their followers’ attention with a bizarre identity, it takes time to create and develop one’s identity online.
“As you wait for your brand positioning and the rest of your marketing initiatives to fall in line, focus on what your social team can control: great content, engagement and customer care.” – Sprout Social
With the majority of the consumers choosing the characteristics that focus on customer service, your brand may also consider investing in those characteristics first.
In time, you will be able to create the kind of value that will make your brand extraordinary in your niche. Only have patience and do what you could with the things that you can manage at present — just like what Sprout Social said, they are content, engagement, and care for your brand consumer.
The Value of Authenticity
Furthermore, whichever category you focus on for your brand, authenticity is a key ingredient. Expressing one’s brand on social is more than simply being superficial.
More than likes and shares and positive feedback, it is that relationship you have with your followers that is important. In the end, you want to have a community of loyal and active ambassadors for your brand to ultimately keep the stream flowing for your business.
Type of content
Another one of the elements that attract consumers is the type of content that brands use to express themselves.
From the data above, we learned how much consumers prefer video content with YouTube ranking as the second choice of platform. Now, we turn to a different survey conducted by FleishmanHillard.
Interesting survey results…
1. High value in coupons
They asked the respondents to rank the types of content in terms of value. Coupons stood out with 76% of average rating, followed by product recall information at 68%, and promotions at 59%.
Other types of content were product updates (55%), advice (55%), help desk (52%), expert opinions (47%), and company crisis info (44%).
2. Source of information matters
Which sources of information impact a consumer’s decision to take action?
The power of a trusted referral is unquestionable. It stands in the lead with 58% of consumer preference ranking. A lot of people take action after hearing from a friend or someone they trust.
It is followed by information received from a trusted group (51%), a company that the consumer is already following (38%), social feed (29%), and public personalities (22%). Paid or sponsored content lags behind at 21%.
3. Repetition compels people to action
According to the results, consumers take action only after seeing the content for about three times. Repeating any content you have for your brand, therefore, increases your chances for more conversions. Not to mention, 79% of consumers indicated that they need to see the content more than once before acting on it.
4. High interest in current topics
The question here for the brand is this: Do you also take time to share other “current” pieces of content that aren’t yours? Results show that people look up to companies who stay with the current topics.
It does not even matter whether it is directly related to the business. What is surprising is that nearly half of the consumers indicated that they look up to companies who are doing so.
5. Combined power of information and humor
55% of consumers prefer pieces of content that contain both humor and information. One factor to consider on this matter is the identity of the brand’s target audience — who are they and what interests them the most? According to the survey, young adult consumers prefer humor while older ones prefer content with more information.
Brand development cannot be underestimated. It equips businesses and organizations to make the most out of the things they are offering to their target audience online or to their community of consumers.
With efficient strategies and attention to areas that need improvement, brands are able to position themselves for more growth opportunities.
What do you think about Brand Personality and Content — Elements that Attract Consumers?