Ecglobal presents results of its most recent study “Authentic Connections that Empower Brands”
On World Social Networks Day, celebrated this Friday (30/6), Ecglobal presents the results of its most recent study “Authentic connections that empower brands”. With a diverse sample of 572 respondents from all regions, classes and genders, the survey revealed interesting data on the expansion of connection to brands beyond entertainment.
The survey covered people aged between 18 and 75, reflecting the variety of profiles present on social networks. The study highlighted the relevance of Social Commerce, with social networks becoming informative spaces for learning, entertainment and interaction with brands.
Among the most accessed platforms, Instagram leads the ranking, being used daily by 74%. The number rises to 86% if you consider access once a day, with Gen Z reaching 92%. Next, we have Facebook, with 65% frequent access, followed by YouTube, with 64%. TikTok also gained prominence, achieving a 42% hit rate, while Twitter recorded 33% continuous use.
The reasons that lead people to access these networks are varied. The manifestation of interest in entertainment, the connection with the closest circle and the search for knowledge were the main factors mentioned. TikTok and Instagram are the most used tools for these connections.
influencers
In the universe of influencers, Instagram, Twitter and TikTok are the preferred channels to follow them, with 39%, 36% and 33% of preference, respectively. However, it is important to point out that 20% of respondents consider that there is an excess of this type of content. Trust in these influencers was also questioned, as the fact that they receive payment to promote products can compromise the impartiality of recommendations.
For the 60 to 75 year olds, the issue of news reliability is still a barrier on Facebook and WhatsApp, according to 78% of respondents in this age group. On the other hand, TikTok stood out in the interaction between consumers and brands, thanks to the short video format and variety of content. Instagram, on the other hand, was referenced for its exposure of products and services, as well as the ease of contact with brands. Twitter stands out for its speed in disclosing information about launches and promotions.
Online interaction is directly related to experiences with brands and a sense of belonging. Product quality, close relationships with brands and a sense of belonging were the main motivating factors for interacting and talking about brands on social media, as reported by 50%, 48% and 36% of respondents, respectively.
“Social networks have become a powerful tool for learning and entertainment. Our proprietary network adds a new layer to this scenario, bringing dialogue closer and listening carefully to consumers’ opinions on important topics through their thematic communities. We believe that social networks play a key role in building meaningful relationships and communities arrive to connect brands with their consumers and create increasingly personalized business opportunities”, emphasizes Adriana Rocha, Co-CEO and founder of Ecglobal.
(Image credits: Souvik Banerjee/Unsplash)
