How Your Brand Personality Impacts Consumer Buying Behavior on Social Media
Have you ever wondered why your brand is connecting with some consumers more than others on social media? What about how the tone of your marketing messages is affecting your social media sales?
To help you understand how brand personality impacts purchasing decisions, we’ve compiled some vital information from new research conducted by Sprout Social. The company surveyed 1,000 consumers regarding the traits they want brands to demonstrate on social media and what brand behaviors motivate them to connect with and purchase from particular brands.
Here’s what we found out:
Authenticity is Key
“Celebrities know the value of crafting a personal brand,” says Sprout Social. “Why? Because it speaks to a star’s authenticity and inspires a fierce, loyalty-driven bond between fans and celebrity.”
Similarly, brand authenticity moves beyond voice and tone to connect your product to its consumers. Your personality reflects what your brand stands for and should be the lifeblood that fuels your marketing and creative initiatives.
Sprout’s recent consumer survey discovered that 3/4 of consumers appreciate brands that use humor on social, but only 1/3 actually want brands to unleash the full force of their snarkiness. The same study found that the majority of consumers prefer to buy from brands that are honest (86%), helpful (78%) and friendly (83%) as indicated by the graph below:
“What authenticity relates to in terms of branding,” says TalentZoo, “is this simple concept: brands are no longer the property of the businesses they represent; they are the property of the consumer.”
“Having a firm grasp on this concept is paramount for brand success. Through Twitter, Facebook, Pinterest, etc., consumers have a gluttonous accessibility to brands. Therefore the only way to be “authentic” is to be malleable and shape your brand around the consumer’s wants, needs, and problems. Here are three concepts that will help your pliability.”
Know Where to Let Your Brand Personality Shine
According to Sprout Social, “Where a brand chooses to put its personality on display can be just as crucial to connecting with its audience as what it actually says.”
Consumers have strong opinions about what they want from brands on particular social platforms. In fact, Sprout Social learned that, 83% of consumers would love to see your brand’s personality come to life on Facebook, where there are tools to mix content formats and target appropriate audiences.
Sprout also found that YouTube comes in second place, with 48% of consumers looking for brands to show personality through video content, while only 40% of consumers would like to see brand personality shine through on Twitter. Overall, 35% of survey respondents would like to see brand personality on photo-sharing platforms such as Instagram, as indicated in the graph below:
Audience demographics and platform usage data should influence when and where you should interject brand personality, suggests Sprout Social.
Take some time to gain a good understanding of who your audience is on each platform by asking yourself the following questions:
- Why is our audience using each platform?
- What type of content do consumers expect?
- What is their tolerance for marketing?
- What trends have we seen in engagement?
Armed with the answers to these pivotal questions, you can determine which social platforms need a healthy infusion of your brand’s personality and which should remain purely informational. More important than knowing where you should unleash your brand personality, though, is to remember that overall:
“People don’t do business with logos, with colors, with Twitter or Facebook
…they do business with people.”
“Brand personality is a framework that helps a company or organization shape the way people feel about its product, service or mission. A company’s brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefits the firm.”
It’s vital for your business to accurately define its brand personality so it resonates with the right consumer. Brand personality, when properly represented, will improve your business’s equity and define your organization’s attitude in the social marketplace, which is an essential component of any successful marketing campaign.
“A brand is worthless if it doesn’t connect with the right audiences in a relevant way.”