Mitto, a leading provider of global omnichannel communications solutions, today revealed brand-consumer social media messaging is on the rise, according to survey research into the ways that U.S. consumers use social media apps to interact with brands. 70% have increased their overall social media use since the COVID-19 pandemic began, with 58% reporting their messaging with brands via social media has also increased.
The survey found that 87% now use social media apps to message with brands and it’s driving their purchasing decisions, with 55% reporting a brand’s social media messaging influenced a purchase via the website, 39% in store and 42% via the social media app.
“There are so many communications channels available and brands are being stretched to adapt their messaging strategy to meet consumers where they’re at,” said Andrea Giacomini, CEO of Mitto. “With social media usage up since the beginning of the pandemic, it is no surprise that consumers are now turning to social media more to message with brands, and those brands that evolve their digital customer experiences to include social media messaging will reap the benefits of effective customer engagement.”
