The ENGINE Digital chatbot found out content preferences of the Ukrainian Facebook users
ENGINE Digital used a chatbot to find out preferences of the Ukrainian Facebook audience. Smart program surveyed 236 respondents and determined which content is catchy for users, and which one is annoying.
General data
According to chatbot’s report, more than half of the respondents are regularly using Facebook to communicate, check news and view entertainment content. 22% of them use PC and 31% prefer mobile gadgets. Only one in five users notices the brand posts, while others are mostly following their friends’ activity.
What kind of content is considered to be interesting?
To make users subscribe to the brand’s page, the content must be useful and interesting. Slightly more than a quarter of respondents said that they would subscribe as they already used the company's products. The popularity of the brand, the opportunity to win a prize or the persuasive advertising almost do not increase the number of subscribers. Only 1% of users will join the public to write an angry reference.
Almost 40% of users appreciate live streams of unique events. That is why brands that make broadcasts gain loyalty of Facebook audience.
It is important to note that only 18.8% of users do not open brand’s page to check the existing content. Therefore, it is recommended that companies select posts thoroughly and take care of their reputation.
What is annoying?
20.5% of users unsubscribe in case the brand is constantly asking to share contests and making off topic posts. 18.5% get annoyed if administrators do not respond to posts. 15.1% unfriend for unfunny jokes, 13.2% - for monotonous boring content, and 12.7% - for poor and tasteless visual design.
By the way, more than half of the respondents do not participate in contests that is why continuous draws only push them away.
Feedback
Half of the users express their opinion about the brands on their social media pages, 25% – on the company’s page and slightly over 20% contact admins directly and personally.
As for the communication with a chatbot, 89% of the respondents wrote that they liked it. Moreover, the survey shows that one-third of users continue to communicate with an intelligent virtual interlocutor.
