Digital Marketing Researches & Reports

The 2018 Sprout Social Index: Realign & Redefine

| Global

A recent research conducted by Sprout Social revealed that there is a significant gap between what marketers post on social media and what really consumers want brands to post. The research shows how marketers should realign and redefine their social strategies and how serving audiences contribute to the bottom line. Read the below brief to understand what ROI means in social marketing and how marketers align with consumer preferences:

Redefining ROI

  • 55% of social marketers, surveyed, indicated that measuring ROI is a top challenge for them.
  • 80% said their key strategy is increasing engagement across their social channels.
  • Just 14% of marketers say they are able to quantify the revenue from social.
  • 30% of consumers surveyed wanting links to more information from brands on social, and most preferring discounts, sales and educational posts (more on that later).
  • 3 in 5 social marketers aren’t having regular conversations about ROI with their boss.
The 2018 Sprout Social Index: Realign & Redefine 1 | Digital Marketing Community

A Graph Shows the Biggest Goals of Social Marketers in 2018

Social Content preferences in 2018

  • Marketers are focused on posts that teach (61%), tell a story (58%) and inspire (53%).
  • In contrast, consumers are looking for discounts and sales (73%), posts that showcase new products and services (60%) and posts that teach them something (59%).
  • Consumers are 13% more likely to engage with entertaining brand content than share it with their audiences.
  • Consumers are equally likely to engage with and share inspirational content, while they’re 31% more likely to engage with storytelling content than share it.
  • Consumers are 24% more likely to engage with promotions and deals than share them, while they’re 150% more likely to engage with employee advocacy posts than sharing them.
  • Consumers are 90% more likely to engage with posts that showcase company personality and announce company happenings than they are to share with friends on social.
  • Consumers also are 50% more likely to engage with posts showcasing new products and offerings than share them.
The 2018 Sprout Social Index: Realign & Redefine 2 | Digital Marketing Community

A Graph Shows the Brand Content Consumers Engage With vs. Share on Social in 2018


Data is based on 1,253 consumer respondents and 2,060 social media marketer respondents. The survey conducted between April 12, 2018, and May 1, 2018.

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.

The Benefits of Using Sprout Social:

  1. Highest average rating.
  2. In satisfaction, support, usability, and retention (per industry analysts and real user reviews).
  3. Award-winning service.
  4. Personalized, quick, and reliable customer support.
  5. Fastest time-to-value.
  6. Get up and running in days, not weeks.
  7. Discover the most robust and cohesive social media business solution, built to scale.
  8. Sprout Social also integrates with the social platforms and networks that matter to your business.
  9. Fast-track your social success and deliver results that matter.
  10. You can Try Sprout for free for 30 days.
  11. Deliver and measure valuable content.

The Top Features of Sprout Social:

  • Analytics:
  1. Performance Reporting Suite
  2. Social Listening & Insights
  3. Advanced Analytics & Listening
  • Engagement:
  1. Assign & manage tasks
  2. Seamless social support
  • Publishing:
  1. Automated Scheduling
  2. Optimal Send Times
  3. Organic Post Targeting
  4. Access Across Devices
  • Listening:
  1. Twitter Listeners & Reports
  2. Real-time Brand Monitoring
  3. Advanced Social Listening
  • Collaboration:
  1. Manage the Inbox as a Team
  2. Never Get Your Wires Crossed
  3. Turn Any Message Into a Task
  4. Follow the Audit Trail
  • Automation:
  1. Bot Builder
  2. Automated scheduling
  3. Advanced Twitter automation


  • Standard: $249 per user per month.
  • Professional: $399 per user per month.
  • Advanced: $499 per user per month.


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