In today’s hyper-connected digital landscape, it’s no secret that social media plays a pivotal role in growing a loyal customer base. But if you’ve ever wondered why people actually choose to follow brands online, you’re not alone. A recent study (as depicted in the chart above) surveyed over 2,100 consumers and identified 10 powerful reasons behind a “Follow” click.
Below, we’ll break down these 10 reasons people follow brands and show you how to leverage each insight to refine your social media strategy and cultivate a loyal, engaged following.
Reason #1: To Get Coupons/Promotions (58%)
What the data says:
A resounding 58% of consumers follow brands to access coupons, special offers, and promotions.
How to capitalize:
- Run periodic flash sales
- Offer follower-exclusive discounts
- Create shareable promotions
Reason #2: Interested in Buying (50%)
What the data says:
Half of respondents follow brands because they’re actively interested in making a purchase.
How to capitalize:
- Highlight product features
- Offer product demos or trials
- Maintain transparent communication
Reason #3: To Get Incentives (46%)
What the data says:
Almost half follow brands to receive perks like free samples, loyalty points, or other rewards.
How to capitalize:
- Gamify the experience
- Host giveaways
- Provide early-access perks
Reason #4: Useful Content (40%)
What the data says:
People seek out brands that offer relevant, educational, or practical content.
How to capitalize:
- Share industry insights
- Become a go-to resource
- Encourage user-generated content
Reason #5: Entertaining Content (33%)
What the data says:
Over a third follow brands that keep them entertained—from humorous videos to engaging storytelling.
How to capitalize:
- Use storytelling effectively
- Show your brand’s human side
- Tap into trends and memes (tastefully)
Reason #6: Friends/Family Follow (27%)
What the data says:
Social proof is powerful; people follow brands that friends or family already trust.
How to capitalize:
- Encourage tagging
- Collaborate with micro-influencers
- Foster a community vibe
Reason #7: Reflects My Lifestyle (26%)
What the data says:
Consumers want brands that mirror their personal identity, values, or aspirations.
How to capitalize:
- Craft a compelling brand story
- Engage authentically
- Maintain consistent visuals
Reason #8: Contact About Issues or Feedback (21–24%)
What the data says:
Many use social media to connect directly with brands for support or to offer input.
How to capitalize:
- Streamline your customer support
- Respond to reviews (positive or negative)
- Communicate proactively about updates
Reason #9: Support Charitable Work (20%)
What the data says:
One in five respondents follow brands that demonstrate genuine social responsibility.
How to capitalize:
- Highlight philanthropic activities
- Invite customers to join your cause
- Make donating simple and transparent
Reason #10: Additional Motivations (Saw the Icon Elsewhere, Follower Count, Other)
What the data says:
Some people follow brands because they see social media icons in ads, notice large follower counts, or have niche personal reasons.
How to capitalize:
- Display social handles prominently
- Celebrate milestones thoughtfully
- Solicit feedback to learn their personal motivations
Turning Insights into Action with Green Wire Media
At Green Wire Media, we help businesses harness the power of digital marketing strategies to turn casual followers into ardent fans. By addressing these 10 key motivations, you’ll craft a purposeful strategy that resonates with your target audience—and we can guide you every step of the way.
- Content Strategy & Planning
- Promotional Campaigns
- Brand Storytelling & Lifestyle Alignment
- Community Management & Customer Care
- Campaign Analytics & Optimization
Ready to Elevate Your Social Media Game?
Reach out to Green Wire Media today and learn how we can tailor a social media plan that hits all 10 reasons people follow brands. Let’s build an active, engaged audience for your business—and turn mere followers into lifetime brand advocates!
