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


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 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.



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



Pitch to win up to $360,000 in funding at WeWork’s Creator Awards

Chesterbrook, PA


EDI Specialist

Apply Now
Philadelphia, PA


Data Center Operations Specialist

Apply Now


Product Designer

Apply Now

Power Home Remodeling is now the LeBron of attention hacking

Drexel students are turning product reviews into business strategies

If the Eagles win on Sunday, MakeOffices will offer a month of free coworking



Vistar Media’s tech stack is not for the faint-of-heart



Director of Sales

Apply Now
Philadelphia, PA - Old City


Agile Project Manager

Apply Now
Conshohocken, Pa


Lead UI Engineer

Apply Now

Sign-up for daily news updates from

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