If you’re trying to grab fans and followers on social media just by offering discounts, deals and special offers, you might be making the wrong move, according to a study by mobile video advertising firm Rhythm NewMedia.
The study, which looked at how customers engaging with brands on mobile social media platforms, found that discounts and deals (although important) aren’t the only or even the biggest factor in whether customers like or follow companies. What mattered more was simply showing loyalty to the companies.
Rhythm found that while 51.9 percent of mobile social media users follow brands on Twitter to get discounts, 60.7 percent do so because they want to support the companies and show their loyalty. Similarly, 55.9 percent like brands on Facebook in order to get deals or discounts, 57.6 percent do so to show support for and loyalty to the businesses.
The study reports that customers are engaging with businesses on mobile social media in increasing numbers. Some 74 percent use Facebook on their mobile devices several times per day, and 68 percent engage with brands on Facebook on their mobile devices. A slightly smaller figure (63 percent) use Twitter on mobile devices multiple times per day, and 56 percent say they engage with businesses or brands via Twitter.
Brands are engaging, too, with about one-quarter (24 percent) of marketers in the study reporting that they have mobile social media campaigns. That’s an increase of more than 400 percent from a year before the study was conducted in late 2012.
Try these three tips to improve your engagement on mobile devices:
- As you create your social media campaigns, think about how they will play out on mobile devices. That means keeping posts short and sweet, using images that display well on mobile devices, and thinking about the kinds of content users will want to see on the go.
- If you use mobile advertising, consider putting social media buttons within the ad so that users can easily share, tweet or like it. The study reports that social media buttons in ads increased using engagement by 36 percent.
- If your current social media campaigns are focused on discounts and deals, expand what you do to appeal to loyal customers. Consider spotlighting customers, encouraging them to share photos or make comments, or asking questions so users will feel like they’re part of your brand.
Image by Flickr user Beverly & Pack (Creative Commons)