Sprout Social: Facebook Remains Most Popular Platform, Consumers Expect Service

A recent Sprout Social report about consumer and marketing trends on social media suggests that marketers should use Facebook most frequently to reach consumers in 2021 and make customer service a priority via social, according to reporting from PRNEWS. The survey questioned 1,002 U.S. consumers and 1,001 U.S. marketers in early April 2020 and analyzed 534,000 public social profiles active throughout all of 2020.

High Facebook Usage

The report found that Facebook was consumers’ most-used platform, at 87 percent, followed by YouTube (74 percent) and Instagram (68 percent). The high usage suggests that though new platforms like Clubhouse and TikTok have garnered attention from the industry, Facebook remains a key platform for driving business.

Conversions From Social

Though social platforms aim to keep consumers on their own platforms, 91 percent of consumers surveyed said that when they follow a brand on social they are likely to visit its website or app. In terms of where consumers follow brands, 78 percent said Facebook, followed by Instagram at 57 percent and YouTube at 47 percent.

Customer Service

Customers expect a high level of service from brands through social media, the survey showed. In fact, the group ranked customer service as the top criteria for what makes a brand best-in-class on social media. However, when marketers were asked the same question, they ranked customer service sixth and overall engagement as first.

For more insights from the Sprout Social report, read on in PRNEWS.