Despite the world largely returning to normal since the height of the pandemic, social media usage has continued to climb. In fact, 53% of consumers report higher social media usage over the last two years than the previous two. As consumer habits around social media change, what consumers expect from brands using the medium has changed as well, according to a new report from Sprout Social.
Most consumers (68%) report primarily using social media to stay informed about new products and services, pointing to the channel’s potential upside for brands. The second biggest reason is a desire to access exclusive promotions or deals.