Beware the unfollows caused by content marketing, study says - Technical.ly Philly

Business

Oct. 11, 2017 12:10 pm

Beware the unfollows caused by content marketing, study says

One Temple study found that too much content marketing makes people 300 percent more likely to unfollow brands.

There's a silver lining, though: content marketing yielded a 5 percent hike in sales.

(Photo by Flickr user Hamza Butt, used under a Creative Commons license)

Let’s talk ‘tent, shall we?

A study from Temple University researchers found content marketing posts led to a 5 percent sales hike, but came at a cost: the posts also increased the likelihood of unfollows by more than 300 percent.

Tempting Fate: Social Media Posts by Firms, Customer Purchases, and the Loss of Followers” is a study led by Ph.D. student Shuting Wang alongside Paul Pavlou, a senior associate dean at the Fox School of Business, and University of Minnesota professor Brad Greenwood.

The study took a look at data from a Chinese fashion company that carried out its content marketing strategy through WeChat, the Chinese Facebook equivalent. But don’t count it off as irrelevant because of that.

“As with all research, certainly it would require more research to have a compelling answer about each brand, particularly since the data come from an emerging economy like China,” Pavlou told Technical.ly in an email. “However, we can cautiously generalize to other brands, countries, and contexts, and our research clearly specifies the parameters that companies should look at when making decisions about their social media strategy.”

There are more pointers in the 39-page document, but here’s one free tip from Pavlou: consider the crowdedness of the city and traffic peak hours when setting up a brand’s social media strategy.

Read the study

“We suggest firms be more careful about the potential negative impacts of annoyance when they repeatedly contact customers on social media, because both theoretical and empirical examination suggest that annoyance could drive customers away,” Wang said in an email.

-30-
JOIN THE COMMUNITY, BECOME A MEMBER
Already a member? Sign in here

Advertisement

3 ways the Pennovation Center helps its women entrepreneurs accomplish their goals

How I crossed the academic chasm and entered the startup life

Could this ‘momentous’ data dump save millions of kids from cancer?

SPONSORED

Philly

Why Deacom’s team prioritizes collaboration and continuous improvement

Philadelphia, PA

Linode

Product Marketing Manager

Apply Now
Blue Bell, PA

Pinnacle 21

Senior Software Engineer

Apply Now
Philadelphia, PA

PromptWorks

Senior UX Designer

Apply Now

New Penn research hub sits at the intersection of brains and beauty

K-12 makerspaces lack inclusive culture, Drexel study says

Media, marketing, meteoric rises: Head to the Message room of Introduced

SPONSORED

Philly

Engineers have Vistar Media’s Philly office all to themselves

Philadelphia, PA - Center City

Odessa

Sr. Business Analyst – Bilingual (Spanish)

Apply Now
Philadelphia, PA

Linode

Senior Software Engineer – Kubernetes

Apply Now
Philadelphia, PA

Linode

Software Development Engineer in Test

Apply Now

Sign-up for daily news updates from Technical.ly Philadelphia

Do NOT follow this link or you will be banned from the site!