However, brands have to be careful not alienate consumers with annoying content that spurs them to either unfollow a brand’s social media account or to “shadowban” it by hiding posts from their newsfeeds.
The most common reasons that people said they unfollowed brands in the past 12 months were clickbait (76%), inauthentic content (68%), boring content (68%), repetitive content (68%) and posts that appear to be angling for short-term engagement (63%), according to a survey by Hootsuite.