Emarketing & content performance
15 Apr 2015

Why do people unfollow a brand on social media ?

Be unfollowed is one thing, understand why is an other.

If a consumer wants to know more about a product, a brand, or wants to feel closer to his favorite brands, he will expect them to own social networks accounts, as social media has become the cradle of two-way conversation between companies and prospects.

That’s what inbound marketing is about : create a link with the customer, build trust and develop dialogue between both, in order to increase brand awarness and sale conversion.

But to be attracted by the contents your broadcast on your social channels, these need to be good. If your contents are not in balance with the expectations and the interests of your audience, or if they are poorly written, followers won’t stay. Retention is crucial.

According to a study conducted by buzzStream and Fractl with more than 900 respondents, here are the main reasons why a twitter user may unfollow a brand.

Too much self promotional or uninteresting content

It’s the reason number one. Too much self promotion will ruin the relation with the customer. Over 20% of respondents said that they would unfollow a brand on both Facebook and Twitter if they believed the content was boring or repetitive. 45% said that they would unfollow a brand on social media because of too much self-promotion.

Overuse of automated messaging or lack of personal engagement

The second reason for unfollowing is automated messaging. It’s considered as a sham, as if the brand didn’t really care about its consumers, social accounts are just active to nourish the digital visibility of the brand.

Improper use of hashtags

According to the survey, 19% said that would unfollow a brand on social media due to poor use of hashtags. Missteps include anything from including too many hashtags in a status update or tweet, to using a hashtag that simply does not make sense. You can read examples of hashtag buzzfails in our previous article, the inappropriate hashtag, the inapropriate tweet.

To know more about unfollowing behaviors and customers expectations, you can read this Hubspot Blog's article.

Image credits: BigStock

Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients. 

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