Is Your Brand Personality Turning Off Customers on Social Media?

Plenty of brands are doubling down on social snark and reaping the benefits of increased media visibility. But does this behavior correlate to sales?

To understand how brand personality impacts purchasing decisions, Sprout Social surveyed 1,000 consumers on which traits they want brands to demonstrate on social and what action specific brand behaviors such as humor or friendliness prompt.

Key highlights:
- 88% of consumers are annoyed when brands mock their fans
- 3 in 4 consumers appreciate humor from brands
- 71% of consumers find brands engaging in politics on social annoying