The Q2 2017 Sprout Social Index | Sprout Social

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 Millennium consumers find slang from brands is annoying.
  • 90% of Millennium 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.

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.

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