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RESEARCH, ANALYSIS & TRENDS

On the organic side, Facebook Instream Live Videos by – Facebook (-6.45%) and Instagram (-7.48%). On the
brands in APAC generated the highest engagement other hand, Twitter’s response rate grew +3.27% YoY.
with fans and followers compared to other types of Global data indicates that Beauty and FMCG Food
posts, with 39 median post interactions. For Instagram, brands have the highest response rates to user
Carousel and Instagram TV performed well, with 76 questions on social media, while Automotive brands
and 62 median post interactions, respectively. had the lower response rates.

“It’s important that brands understand what consumers In terms of timeliness, APAC brands are taking longer
want and need at each stage of their purchase journey. to reply to user questions in comments on Instagram
The foundation of any successful social media and Twitter, with year-on-year increases of 1.36 hours
campaign is content that truly resonates with your and 0.7 hours seen on these platforms, respectively.
target audiences, which alongside customer care, is a On the other hand, brands' response times on
large contributor to a positive customer experience" Facebook decreased by just under an hour since Q4
said Emplifi CMO Zarnaz Arlia. 2020. The growing mainstream use of chatbots is also
noteworthy. Over time, expect brands to increase both
Social media efforts related to customer service are a response rate and response time by leveraging AI-
very recent shift. Gone are the days when consumers powered chatbots to respond to frequently asked
interact with brands by just phone or email. Today’s questions.
consumers spend their time on social media - that’s
where they want to engage with brands, and they have “Consumers expect fast answers to their questions,
high expectations on responsiveness. and we see that there is room for improvement when it
comes to brands’ response time on social media. By
Based on Forrester Analytics Consumer leveraging technology to manage simpler inquiries,
Technographics Benchmark Survey, 2021, about 67% brands can free up their agents to focus on more
of APAC consumers use social media as a tool to show complex requests, ensuring that they meet customer
brands how they feel about them. expectations time and time again. The businesses that
will succeed and gain market share, are the ones that
Emplifi also analyzed the efficacy of social media understand just how big the impact of customer
customer care by measuring how often brands respond experience is today," said Arlia. (Source: Emplifi) ◊
to user questions in the comments (response rate), and
the timeliness of their response (response time). Within By MediaBUZZ
the APAC region, brand response rate declined slightly
in Q4 2021 compared to Q4 2020 across two platforms

February 2022: Social Media & Influencer Marketing 5