Social media is less about fun as users become ‘more like brands’

UM’s ninth annual Wave study has found that advertisers must understand the emotional needs of their customers in order to make a meaningful connection online.The global Wave 9: The Meaning of Moments study, which surveyed over 52,000 people in 78 countries, analysed over 60 billion online consumer interactions.

This year’s study shows that 85% of worldwide social media users spend time actively managing their network profile, with 40% of people less likely to see social networks as places for fun and entertainment compared to seven years ago.

Meanwhile, 30% of people are now more likely to see social networks as places to promote themselves, much in the same way that brands do.

Read more on Campaign Live UK

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