84% of companies will bet heavily on content marketing over the next year. This is reflected in the latest report of the WCC (Content Marketing Institute). To get the most relevance of their content, brands must know their audience, how they act and where they move. The study of NM Incite shows the common patterns of behavior of users in Social Media.

Interaction is the key to content success in Social MediaUsers mainly use their computer to access their social profiles,although the usage rate has been declining by 4% per year, in favor of devices pocket.

The audience reviews its social profiles every day, so it is exposed daily to brand messages. This fact favors companies, who must periodically provide fresh and quality content, In order to get the interaction of its followers, and with it, to foster engagement. 17% of users feel more attached to the brands they see in social channels and whose actions promote interaction.

The audience likes to take an active part in the actions that take place in the 2.0 world. Twenty-six percent of users recognize that they liked the ad, and 15% shared a promotion with their followers. This behavior on the part of the audience gets a greater impact of the message, which translates into a greater reach, as well as an increase of the ROI. In light of the results, companies are ready to reinforce their strategy in Social Media, including also actions aimed at taking advantage of the advantages offered by mobile devices.

As for the response of users to the promotional actions of companies, 14% acknowledged having bought some product, motivated by their campaign in social networks. Of this percentage, 10% made such purchase directly on the internet. Social networks do not serve to sell, but to generate a positive attitude toward the brand, which translates into improved online reputation and improved sales.

In order for the brand strategy in social networks to deliver the expected results, it has to promote users to action. It is not enough to be, that presence can not leave anyone indifferent. 1 in 3 respondents rejects advertising on social networks, it annoys more than promotions. On the other hand, 26% acknowledge that they follow carefully the publications of their friends and acquaintances. Hence the need to get the users’ interaction as a means to reach them and make them recommend and promote the campaign, which implies great doses of attraction and creativity.

Social networks are still a place to talk and share, whose main food is quality content. Companies that know how to integrate this dynamic into their strategy will reach users and make them act in their favor. Advertising messages have no place in this area; However, users respond positively to promotions and personalized actions, with which they can interact and feel encouraged to share.