Brands might want to pull a Sally Field, jump up onto a desk, and holler, “They like us! They really like us!”
It appears to be true. Customers are grooving on the blogs of their favorite brands.
According to a recent survey, fielded by TNS and developed by WP Engine, 62 percent of Americans want to see content directly from their favorite brands. They also like learning tips on using a brand’s products (44 percent), reading stories from “customers like themselves” (34 percent), and anything else that does not too blatantly promote a company’s products (18.6 percent).
Forget celebrity spots. The survey showed that 96 percent of consumers are not motivated by stories about how celebrities use a company’s products.
This, in a word, is huge news. When half of targeted customers express a desire for original content directly from their favorite companies, it should drive a stake through the hearts of those who poo-poo the concept. Indeed, when nearly half of respondents admit that the read the blogs of their favorite brands, it’s a sign of things to come.
Additionally, the survey indicated that consumers prefer to read content directly from a company blog rather than a news magazine or website, and that they want to see content directly from brands, including articles on important issues (27 percent), research on the company’s industry (16 percent) and funny stories and/or videos (12 percent).
The survey also found that 25 percent of consumers preferred to read content from brands in news article style, followed by feature article style similar to what they read in People Magazine (21 percent), short blogger style (17 percent) and easy-to-digest “list style” like posts promoted by Buzzfeed (11 percent).
Heather Brunner, CEO of WP Engine, says the survey illustrates that brands have their own messages to broadcast.
“Brands stay relevant by producing their own content,” Brunner said. “Consumers still want to hear directly from the brands … and this gives (the brand) a personal touch with their customers.”
Some results of the survey showed that:
- 46 percent of consumers say they read the blogs of their favorite brands.
- 48 percent feel that it’s important for a brand to include brand content on their blog to assure most up-to-date information (32 percent), and give brands a voice (15 percent).
- 40 percent believe there are negative effects if brands do not provide content on their blogs to prevent losing communication with customers and keeping the brand more relevant.
- 40 percent prefer to read content directly from a company blog rather than a news magazine or website.
- 52 percent prefer to go directly to the company website for content about the brand, vs. 25 percent visiting a social media site.
- 60 percent want to see content directly from brands, including articles on important issues (27 percent) and research on the company’s industry (16 percent).
On the other hand, 40 percent of consumers said that there can be negative effects when brands do not produce content on their blogs. Survey respondents said non-existent or poorly executed blogs can convince audiences that the brand “is lazy” or “less relevant.”