Media content

8 Ways Your Social Media Content Annoys Your Audience

As marketers, we all tend to think that our content is always great. We deliver value in a fun and memorable way, talking to our audience in a way they appreciate.

It would be great if that were true, but the sad reality is that if we’re not careful, our content can do more harm than good. And since paid and organic success on social media depends on a high-quality content strategy, it’s important for brands to understand what their audience wants and doesn’t want to see.

Luckily for us, Adobe recently conducted a new study of 1,000 US consumers that outlines what specifically annoys them most about branded content.

Want to keep your social media audience happy and engaged? Avoid these common mistakes.

39% of consumers are annoyed by content that is too wordy or poorly written

Humans are fallible and grammatical errors are inevitable when creating a ton of content. Just keep in mind that overly wordy or poorly written content is a big deal for consumers.

Be clear, concise and precise in your language. Ask another team member to quality check your content, just to be sure. Perfection is not an achievable goal, but keep in mind that consumers want content that is easy to understand and digest.

28% of consumers are annoyed by poorly designed content

Visual content reigns supreme on social media, and it’s extremely important to ensure that all of your content is visually appealing, whenever possible.

If creative design isn’t your forte, lean on a team member to help out or consider starting with a template from a platform like Canva.

Ultimately, you create content with the goal of converting social media consumers into customers, and your efforts simply won’t be as effective if your content isn’t engaging.

Majority of consumers are annoyed by overly personalized and scary content

Adobe Content Survey Table

Personalization is an amazing thing – but too much of it is just plain scary.

The key to not turning consumers off is to be relevant to their situation, but not so specific that it scares them away. Facebook has gotten a lot of bad press about data sharing, so you wouldn’t want your marketing message overshadowed by someone who feels like you’re spying on them.

Offer a valid solution to their alleged situation, not a scary nudge that you know all about them.

23% of consumers are annoyed by content that has already been seen or is outdated

Brands in all industries constantly release content trying to achieve the same goal, but with this competition comes the mantra of “curating” rather than “creating” content.

Be careful with this – the more a consumer sees a concept, the less impact it will have. If your brand is the 3rd or 4th to have shared the same content, it seems lame and less valuable.

Consider putting your own spin on the curated content to freshen things up a bit.

Consumers are often annoyed by content that is not personalized to them

Adobe Content Study Chart

In return for the third point, consumers actually prefer content that relates to their specific question or personal situation.

It’s important to create content with an audience in mind, so that whatever you post appeals to them in some way. The relevance and relevance of your content will position your brand as a resource for consumers.

21% of consumers are annoyed by content that is not optimized for their device

Facebook recommends focusing on mobile creative as a best practice for advertising. That’s smart, considering most social media content is consumed on a mobile device.

Since screen size can vary greatly from device to device, it is in your best interest to personalize content to the device on which it will be consumed. Make everything sturdy, easy to read, and pleasing to look at on any device.

17% of consumers are annoyed by content without video or images

While people still enjoy reading, consumers value content with funny videos or images more than text-only content.

Every social media platform is heavily geared towards the use of photos and videos, so you should aim to make this a standard in your overall content strategy.

16% of consumers are annoyed by content that promotes something they’ve already purchased

How frustrating is it to buy something only to see a coupon for said item afterwards?

Save yourself the trouble and consider the type of content you offer to customers and those who are not yet customers. You have a lot more control over this with social advertising. From a content strategy perspective, consider it a best practice to avoid posting redundant promotions to people who have already converted and cannot use them.

Avoid the mistakes above and you’ll minimize the risk of boring your audience on social media. After all, if they don’t like your content, they’ll be much less likely to buy from you.


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