Social media is an integral part of modern marketing efforts. It allows brands to directly connect with their customers and build relationships. However, many brands are still fumbling when it comes to using social media effectively. They also fail to provide the type of content consumers actually want to see.

According to Hootsuite’s 2024 Social Media Consumer Report, there is a significant disconnect between what brands are posting on social media and what their audiences prefer. The report surveyed over 6,000 consumers who follow brands on social media. The objective of it was to understand what content resonates and what turns them off.

The findings reveal that brands are committing several critical “sins” that risk alienating their audiences. These sins can even cause people to unfollow their accounts. If brands want to strengthen relationships with consumers on social media, they need to correct these missteps. Along with that, they need to focus on the “virtues” that audiences truly value. With that in mind, let’s take a look at 5 deadly sins that brands are creating as of now.

Posting Clickbait

The report revealed that 76% of consumers said they have hidden or unfollowed a brand in the past year because of posting clickbait. This includes intentionally misleading content as well. Following such dishonest methods to drive engagement backfires and erodes trust with audiences. It is true that clickbait might provide a short-term spike in engagement. But it almost damages credibility and loyalty in the long run.

Publishing Repetitive Content

Over two-thirds (68%) of respondents punished brands for posting the same content over and over. Audiences crave fresh and original material that doesn’t feel stale or recycled. Brands should focus on continuously creating new content that brings something novel to followers. This requires taking risks instead of relying on proven content formulas. A mix of tried-and-true evergreen content along with innovative new formats would be ideal to get maximum results.

Posting Inauthentic Content

Another 68% took issue with brands posting inauthentic content. It refers to content that doesn’t feel genuine or aligned with the company’s actual products and values. Consumers can easily sniff out inauthenticity on social media. Brands must ensure their social content aligns seamlessly with their overall brand identity and ethos. There should be coherence between social media messaging and branding on other channels. Failure to achieve this makes brands seem disjointed and phony.

Publishing Boring Content

An equal 68% of consumers hid or unfollowed brands because their content was simply boring. In other words, they claimed that such content didn’t appeal to them. Dull, uninspired posts are a surefire way to lose audience interest. Brands should brainstorm creative ways to make their content livelier and engaging. Interactive polls, colorful visuals, entertaining video, and meme culture references can all help make branded social content more vibrant.

Angling for Metrics

Nearly two-thirds (63%) of respondents were turned off by brands that appeared to be intentionally provoking reactions and comments. Brands were doing it just to increase their social metrics artificially. Audiences recognize when engagement-baiting comes at the expense of quality content. Brands must avoid the temptation to manipulate social algorithms or take shortcuts to inflate their numbers. Authentic engagement that develops organically is more meaningful than empty stats.

Final Words

The research makes it clear that brands must realign their social strategy to focus less on vanity metrics and more on building trust through high-quality content. Just 28% of consumers say brands generally create content they want to see on social media. So, there is huge room for improvement in giving audiences the value they desire. While keeping this in mind, your brand should consider re-aligning what you should be posting on social media.