Why do people follow brands on social media? What prompts them to unfollow? How close are social media followers to becoming customers? These are important questions that just about every social pro has asked themselves. We can make guesses and predictions, but what does the data say? Hootsuite’s Social Media Consumer Report is full of incredibly useful data for marketers, and their Head of Content, Sarah Dawley, joins this episode to talk us through it. Full Episode Details Social media is changing all the time, and with it, consumer expectations, preferences, and behavior. Hootsuite’s latest report provides solid data answering the key questions marketers have about social media. Sarah Dawley, the Head of Content at Hootsuite, joins us in this episode to highlight the most important findings for social pros to be aware of. The data that Sarah takes us through answers key questions on why people follow and unfollow brands, the top things consumers are looking for, and how brands can tap into that. We talk about some of the more surprising findings around purchase intent, plus the not-so-surprising findings too. Sarah gives her take on AI in social content generation and how it relates to (and potentially harms) the audience’s need for authentic content. We also hear some great tips on how brands can reuse and repurpose content, Hootsuite’s fantastic method for promoting the report, and why B2B social content should never be boring. In This Episode: 2:30 - An introduction to the report 4:38 - How brands can connect with their audience 6:17 - The top thing that surprised Sarah about the data 8:05 - Why people unfollow or don’t follow brands in the first place 12:11 - How the use of AI affects authentic content 15:01 - How can teams use AI 17:33 - Why people follow brands on social media 21:17 - Advice on building an efficient content strategy 23:16 - The trick with repurposing content  24:32 - How Hootsuite promoted their latest report 27:40 - What holds B2B brands back? 30:13 - Where to find the report 31:42 - Sarah’s top tip for social pros Resources Join the Social Pros community on LinkedIn Follow Sarah on X Connect with Sarah on LinkedIn Hootsuite's Social Trends Report Visit SocialPros.com for more insights from your favorite social media marketers.