Content Matters: The Rise of Anti-Advocacy

Every year WE decided to focus on when consumers buy products or services, how they share content from different brands and what social platforms they use. We found some unexpected results, which our downloadable PDF report goes onto explain...

Brands are facing a dilemma. Our consumer research shows that platforms such as WhatsApp and Facebook Messenger are popular channels for consumers to share content. How do brands weave their way onto these platforms which haven’t yet been tried and tested by organisations? This is a stumbling block for those looking to latch onto the latest platforms and connect with their audience via the most popular. Currently, WhatsApp and Facebook Messenger don’t allow brands to monitor or join relevant conversations which represents a challenge in the so-called ‘dark social’ world.

How to get consumers to promote a brand is another hot topic. User generated content (UGC) has the power to amplify a company’s social media presence and boost brand awareness, with the potential to convert those engaged into new business. UGC can also have a positive impact on brand loyalty. The UK has long been recognised as a market where social media users are reluctant to join brand-driven conversations which presents a challenge. Are those attitudes reflective of a typically British conservative consumer type or do consumers fear that others will copy them, so they’d rather not share in the first place? The conundrum, is how do brands turn a nation of anti-advocate consumers into brand promoters?

Here’s a summary of our survey results:

  • Facebook is the favourite social media network for content sharing (29%), followed by WhatsApp (16%)
  • Weekends account for around 66% of share of purchase information searches that occur Monday to Sunday
  • Saturday takes the number one search spot, with the exception of Finance and Banking related searches which happen predominantly on a Monday
  • Word of mouth and search engines are the two most common sources of information for making purchasing decisions
  • 5PM-9PM accounts for around a third of information searches, across the majority of industries surveyed
  • First job and promotions are the life stages at which consumers are mostly likely to upgrade or change their product


Please download our report to learn more