Social Media vs. TV: Consumers Reveal their Preferred Channel for Interacting with Brands!

There’s no doubt that the ongoing pandemic has impacted businesses worldwide. To study these impacts, Salesforce conducted a survey on how shoppers are connecting with brands on various channels and what type of content are they finding compelling during times like these. More than 3500 people from all over the world took part in this survey.

It goes without saying that COVID-19 has resulted in changes in how consumers interact with brands. To keep up with these changing standards, Salesforce surveys the masses every two weeks.

The latest survey results show that buyers (belonging to all demographics) are finding social media the most appealing channel. TV ads are next in line in terms of noticeability, which is surprising considering how there’s been a hefty reduction in the investment amount allocated for TV ad spend.

Tips and Tricks or How-to-digital guides have captured the interest of consumers and, in turn, made it possible for brands to display sound leadership.

The survey results also showed that while millennials are more likely to opt for personalized offers, Gen Z is barely interested in such types of offers.

Another interesting finding from the survey was that brands have encountered a confusing issue i.e. buyers prefer less volume of brand content but a diverse collection of brand content. Moreover, although offering discounts is a universally-accepted practice for engaging a buyer’s interest, most consumers (58%) are vouching for brands to reduce or drop discounts if that could help them retain their employees.

While COVID-19 has already stopped us from celebrating various holidays and festivals, consumers are now ready to bring normalcy back into their lives, and their urge to get presented with holiday promotions is a proof of that.

As mentioned above, social media has emerged as the channel that has grabbed maximum consumers’ (65%) attention. Video material (especially the sound leadership webinars) and virtual content are also preferred by most buyers. Additionally, six in every 10 consumers like detailed digital content published by brands and packed with information about the things they are interested in.


More than half of the surveyed buyers (54%) claimed that they pay attention to social media brand content all the time or frequently. 53% of the participants said that Email marketing manages to grab their attention always or regularly. 53% of the buyers also said that they are likely to pay attention to TV ads in some capacity.

While the social media channel is the most observed one in almost 70% of the surveyed markets, TV ads take the top spot in the UK and Australia. In America, social media grabs the #1 spot in the list of most noticed brand communication types, followed by email and then TV ads.

In the UK and Brazil, Digital Video platforms such as Prime Video and YouTube get the most notoriety from consumers. Plus, display ads’ performances are quite impressive in Brazil and France.

When it comes to the cadence of messages, 59% of the consumers called for it to be decreased, while 58% stated that such messages’ variety should be increased. Also, 73% of the buyers voted in favor of these messages focusing more on products and less on brand messages.

Interestingly, 76% of consumers believe that brands should modify their messages and promotions in accordance with the ongoing conditions. Moreover, relevance, safety, and accessibility are the filters that consumers are applying while spending their money.

With the economy taking a hit and people losing their jobs left and right since the emergence of the virus, buyers are getting more careful about spending their money and because of this, brands have to adapt by focusing on speed to value, personalization, and intelligence.



Source: Salesforce.

Read next: Why Online Reviews Matter and How Businesses Can Improve Them (Infographics)

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