There’s a shift in what consumers find memorable on social media

By our News Team | 2023

Often, the most memorable action a brand can take on social media is simply providing a response, study finds.

Social media is no longer just a virtual gathering place for friends and family – new research covering the US and UK markets indicates that it’s at the epicentre of building brand-consumer trust that requires timely, genuine engagement from brands.

According to the recently released ‘2023 Sprout Social Index, Edition XIX: Breakthrough’, 51% of consumers in these countries think the most memorable action a brand can take on social media is simply providing a response.

Social Media

Photo by Ketut Subiyanto from Pexels

Meanwhile, one in four people believe speaking out about social issues and causes makes a brand memorable, despite this being seen as a differentiator in recent years. 


With consumers primarily following brands on social media to stay up to date on products and services (68%), the 2023 Index reveals a shift in what consumers want on social media and makes it clear that brands must prioritise personalised care and engagement, Sprout says.


Prioritise personalised care and engagement


Sprout Social, a provider of cloud-based social media management software, surveyed over 1,800 consumers and 900 marketers across the US and UK to see how social media’s role has evolved in today’s business landscape, what consumers expect from brands on social, and how brands are planning for the future.


“Our research shows consumer expectations continue to rise and shift year-over-year. Today’s consumers want brands to do more than jump on trends and social issues – they want to trust and truly connect with a brand, requiring them to be more responsive and personal than ever,” says Jamie Gilpin, CMO at Sprout.


Additional key findings from the 2023 Index include:


  • Marketers have AI in their future plans, but not without some apprehensions. With over eight in 10 already seeing the positive impacts of AI, marketers anticipate AI playing a role in analysing social data (68%), content creation (66%), social media advertising targeting and campaign targeting (65%), and building chatbots (63%) in 2024. On the flip side, marketers rank job displacement as the #1 concern when it comes to AI. Furthermore, a third are concerned with maintaining a balance between AI and human touch in social media interactions, and 42% of consumers are apprehensive about brands using AI in social media interactions.  


  • The social teams of tomorrow must make silos a thing of the past. Social’s role has expanded well beyond marketing, touching nearly every corner of a business. Today, 76% of social marketers say their team’s insights inform other departments and 65% say other teams inform their social efforts. Despite this, 43% of social teams still feel siloed from other departments, especially among mid-market (48%) and enterprise (44%) organisations in comparison to their small business counterparts (33%).

You can download the full report here.


Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.