Have you ever wondered why people unfollow brands on social media and email?
“The Unfollow Algorithm” infographic, appearing in AdWeek’s Social Times, shares some of the findings from a survey of 900+ respondents done by BuzzStream and Fractl. Some of the data from the survey and info graphic appears below:
How Often Do People Unfollow Brands:
- 12% of respondents said they had unfollowed a brand on Twitter in the last few days.
- 25% said they had unfollowed a brand on Facebook in the last month.
- 49% said they never unfollow brands on LinkedIn.
What Provokes People To Unfollow Brands on Social Media:
- 21% unfollow if the content is receptive and boring.
- 19% unfollow if a brand on Facebook if it posts too frequently (more than 6 times a day).
- About 16% unfollow if their newsfeed is getting crowded and they want less clutter.
- About 16% unfollow if the brand’s activities offend the follower.
- Roughly 14% will unfollow if they deem the brand’s content to be irrelevant.
Why Do People Unsubscribe From Emails:
- 33% unsubscribe due because of “too frequent emails.”
- 28% unsubscribe because their inbox is getting crowded and they want less clutter.
- 24% unsubscribe because the email content is repetitive and boring.
The Social Media Activities That Mattered* To Respondents:
- New content in posts.
- Content is relevant to brand.
- Engagement with followers.
- Consistent frequency of posts.
* Respondents were asked to rate the 4 areas noted above as to importance. Factors like ‘interesting, valuable, inspirational, helpful’ were not part of the rating and should be factored into any social media strategy developed for your target audience.
Preferred Content Type* Posted By Brands:
- Images: 22%
- Videos: 15%
- Customer Reviews: 15%
- Company News: 14%
- eBooks & ePapers: 7%
- Exclusive data: 13%
- Infographics: 9%
- Case Studies: 6%
- E-books: 3%
- White Papers: 3%
* Respondents were asked to specifically rate nine different types of content. Each social network and target audience is somewhat different. What works well on one platform, like LinkedIn or Twitter, may receive quite a different reception on Facebook. Other types of content not included in this list, may work very well for your brand. This is where understanding your target audience and the social networks where you will be active come into play.