Social media has been used for a while now by brands as a go-to platform for digital marketing to reach a wider audience. But what potential customers of theirs expect from brands and businesses and what is their opinion about what makes a brand more successful and influential?
A recent survey by Emplifi reveals that customers have certain expectations from brands, fulfillment or unfulfillment of which either increases the number of customers or decreases their reputation among potential customers. Emplifi conducted this survey comprising 1,000 US social media users who shared their opinions about online brands and what they normally expected from them. The report highlights a number of key aspects of digital marketing.
About 64% of respondents revealed that they followed a brand due to discounts, promotions, and sales offered by it, and 57% said that they wanted to remain updated about new products. So customers care more about those aspects which make buying easier for them. Almost 6 out 10 would likely buy a product if it was available on discount or deal. Stunning visuals alone do not persuade them into buying a product. This attitude is commonplace even in local markets.
The data indicates that social media users also play an important role in boosting advertisement by brands. As per 65% respondents, user-generated content influences them to choose one brand over others. Thus reviews in the form of videos or comments on a brand by a customer sometimes play an equally important role for others buying a product online.
Moreover, 58% said that a response from a brand on social media took them a step further towards buying a product. On the other hand, the lack of response from brands through a DM results in the loss of potential customers. According to the data,1 out 4 customers would lose interest in a brand after a bad experience or no response, and 46% would do the same after two bad experiences. Not only this, but 32% of customers also expect fast and human response within an hour from online brands, instead of automated responses, which is the method many online brands use.
The customers also said that they preferred short advertising videos of no more than 30 seconds, but some of them also showed interest in longer videos of even more than 20 minutes if it was engaging and entertaining. Usually advertising videos are not 20 minutes long because most people will not watch such a long video, so such videos do not suit their intended purpose.
The respondents also want to see their brands post frequently about their products. As per the survey, once a day is a good strategy according to the respondents. Too many posts in one day or one post a week is a bad idea for digital marketing. Online customers do want to remain updated, but at the same time, do not want to be burdened.
In short, customers on social media want their favorite brands to remain active. Brands can show that they are active through responding to potential customers and frequently posting about new products and deals. Brands should promote promotions and deals through digital marketing to boost their sales because these are what online customers are looking for.
Read next: Instagram, TikTok, and Snapchat Are Teens’ Most Used Apps in 2025
A recent survey by Emplifi reveals that customers have certain expectations from brands, fulfillment or unfulfillment of which either increases the number of customers or decreases their reputation among potential customers. Emplifi conducted this survey comprising 1,000 US social media users who shared their opinions about online brands and what they normally expected from them. The report highlights a number of key aspects of digital marketing.
About 64% of respondents revealed that they followed a brand due to discounts, promotions, and sales offered by it, and 57% said that they wanted to remain updated about new products. So customers care more about those aspects which make buying easier for them. Almost 6 out 10 would likely buy a product if it was available on discount or deal. Stunning visuals alone do not persuade them into buying a product. This attitude is commonplace even in local markets.
The data indicates that social media users also play an important role in boosting advertisement by brands. As per 65% respondents, user-generated content influences them to choose one brand over others. Thus reviews in the form of videos or comments on a brand by a customer sometimes play an equally important role for others buying a product online.
Moreover, 58% said that a response from a brand on social media took them a step further towards buying a product. On the other hand, the lack of response from brands through a DM results in the loss of potential customers. According to the data,1 out 4 customers would lose interest in a brand after a bad experience or no response, and 46% would do the same after two bad experiences. Not only this, but 32% of customers also expect fast and human response within an hour from online brands, instead of automated responses, which is the method many online brands use.
The customers also said that they preferred short advertising videos of no more than 30 seconds, but some of them also showed interest in longer videos of even more than 20 minutes if it was engaging and entertaining. Usually advertising videos are not 20 minutes long because most people will not watch such a long video, so such videos do not suit their intended purpose.
The respondents also want to see their brands post frequently about their products. As per the survey, once a day is a good strategy according to the respondents. Too many posts in one day or one post a week is a bad idea for digital marketing. Online customers do want to remain updated, but at the same time, do not want to be burdened.
In short, customers on social media want their favorite brands to remain active. Brands can show that they are active through responding to potential customers and frequently posting about new products and deals. Brands should promote promotions and deals through digital marketing to boost their sales because these are what online customers are looking for.
Read next: Instagram, TikTok, and Snapchat Are Teens’ Most Used Apps in 2025
