Consumers continue to voice questions and complaints on social platforms, even though brands are investing heavily in customer service features. 

Given the vast influence of social media, brands must focus on using their pages to facilitate positive engagement. An impressive 72% of millennials are more likely to be loyal to a brand that responds to feedback on social media.

About three-quarters of brands reply to customer comments on both Facebook and Instagram, according to Gartner L2’s Customer Service report. While Instagram is the platform of choice for most sectors, those with higher price points reply more on Facebook.

On Instagram, over half of analyzed brands reply to consumer concerns directly, while the rest redirect the customer to their site or other customer service features. Luxury goods brand Cartier opts for a canned response to comments, redirecting users to its website’s Contact Us page. By using a template for questions as simple as how much a certain watch costs, the brand adds another pain point for users who then have to take steps off-platform to resolve their questions.

Clothing retail brand H&M, on the other hand, replies to each concern, only redirecting to other channels when necessary, such as when dealing with sensitive customer information or other unique cases. The brand also fosters a sense of inclusivity, replying to its international users in languages such as German or Portuguese.

Responding to consumers on social media platforms allows brands to build engagement. To maintain an edge against competitors, brands must provide their consumers with personalized and informational responses in a timely manner.

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