Customers value brands in social media

Social media has now become an essential part of everyday life and an important platform for brands to increase their visibility and brand loyalty. According to a recent study by the agency group Pilot, reports absatzwirtschaft , brands that are active on social media are increasingly valued by users. Platforms such as WhatsApp, YouTube and TikTok in particular offer companies valuable opportunities for communication and customer loyalty. WhatsApp is mainly used to stay in touch with friends and family, while YouTube is often used for further education and entertainment. TikTok, on the other hand, is showing strong growth, especially in the use of influencers for brand perception. Brands that engage on TikTok particularly benefit from the positive perception that arises from influencer collaborations.

Another important aspect of brand presence on social media is the need for creative and authentic communication. Users appreciate it when brands not only follow current trends, but also contribute their own creative ideas and spontaneous content. In addition, customer service on social media is a crucial factor: brands that respond quickly and helpfully to inquiries gain the trust of users. A personable demeanor and an active dialogue with users strengthen the brand image and increase loyalty. At the same time, the study shows that it can be dangerous for brands to simply blindly follow trends or move in the environment of fake news, which can lead to a negative perception.

Finally, it becomes clear that brands that use social media successfully can often build a community around their brand. These communities are a valuable asset because they create a loyal target group that identifies with the brand and regularly interacts with it. The key to success on platforms such as TikTok, WhatsApp or YouTube lies in authenticity and the ability to offer users added value, be it through creative content, helpful customer service or the creation of a strong brand identity. The study shows that brands that heed these principles remain successful in the digital world in the long term.