Digital Marketing Researches & Reports

The Q2 2017 Sprout Social Index | Sprout Social

E-Commerce & Retail | Global

Brand personality is unique and it is what connects the brand product to its consumers who want their brands to use social as a customer care channel.

To understand how brands personality impacts purchasing decisions, what specific behaviors actions such as humor or friendliness should  the brand prompt, read the below:

  • The majority of consumers want their brand’s behavior on the social to be honest (86%) friendly (83%) helpful (78%) & funny (72%).
  • Less than half of consumers want their brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.
  • 83% of consumers feel comfortable with brands’ showing personality in Facebook posts.
  • 71% of consumers surveyed think political commentary from brands is annoying.
  • 59% of Millennials consumers find slang from brands is annoying.
  • 90% of Millennials consumers think that brands responding to questions are cool.
  • 68% of consumers want brands to participate in conversations they’re mentioned in and 83% want brands to respond to them.
The Q2 2017 Sprout Social Index | Sprout Social 1 | Digital Marketing Community

A Graph Shows the Consumer Sentiment on Brand Behaviors on Social Media in Q2 2017


Data were driven from 1,003 consumers via an online survey conducted in April 2017.

Sprout Social

Sprout Social is one of the most popular tools and software in the Digital Marketing & Social Media industry.With a user-friendly interface, Sprout Social provides tools for scheduling posts, analyzing performance, engaging with audiences, and monitoring social conversations across multiple platforms.Sprout Social’s social media management software and solutions are a great way that enables all Marketers, Advertisers, Retailers, and Businesses to find, form, and deepen real connections with the people who love their brand.

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