The days when the answer to any brand brief is “let’s build a Facebook page” could be numbered after new research by Gartner claimed some consumers are beginning to suffer “social media fatigue” due to a lack of innovation and entertainment.
The study found that 24 per cent of respondents said they use their favourite social media site less than when they first signed up, which, the report claims, raises questions about the long-term impact of social media marketing.
According to the research firm, these respondents tended to be in segments that have a “more practical view” of technology.
The shift away from using social media by some groups would appear to reinforce recent data released by UKOM/Nielsen, the UK’s industry-approved online measurement body. After reports of a Facebook exodus, the body released figures which showed a major shift in audience profile, with an influx of over 50s redrawing the social media marketing map. The data showed the site attracted a record 28.6 million Brits in May.
And Brian Blau, research director at Gartner, believes social media sites can no longer rest on their laurels. He said: “The trend shows some social media fatigue among early adopters, and the fact that 31 per cent of ‘aspirers’ [younger, more mobile, brand-conscious consumers] indicated that they were getting bored with their social network is a situation that social media providers should monitor, as they will need to innovate and diversify to keep consumer attention.”
“Branded content needs to be kept fresh and must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact,” he added.
Gartner surveyed 6,295 individuals, between the ages of 13 and 74, in 11 developed and developing markets in December 2010 and January 2011.
Last month, a study showed the vast majority of under-15s on Facebook believe brand owners are not engaging with them. Almost a third (31.3%), of those surveyed said they would like a brand to approach them with some form of entertainment, with boys more than twice as likely as girls to choose this option. Girls are more interested in interacting with a brand to improve their knowledge, keep them informed and to talk to them like a “real person”.
Related stories
Social commerce ‘no quick fix’
Brands ‘ignoring kids on Facebook’
Over-50s surge debunks FB exodus
