Despite popular belief, brick-and-mortar still plays a role in the shopping experience for millennials and Gen Z.
What can brands do to get consumers to engage with them online? The Sprout Social survey asked which trends and features consumers wanted to see more from brands on social media; 45% said live video, while 24% of respondents said they wanted to see more user-generated content (e.g., influencers) and Instagram Stories.
“Shoppers look to social media to engage with brands and retailers in a new way,” said Andrew Lipsman, principal analyst at eMarketer. “Rich media content, like video and stories, offers a huge opportunity to draw shoppers in to the brand experience and deepen the relationship. Once they think of themselves as brand loyalists, customers will shop wherever that brand is present—whether online or in-store.”