A new study has identified ten distinct reasons why millennial social media users follower brands on Facebook, Twitter and Pinterest.
And the top reason varies from platform to platform.
Research by the University of Massachusetts Dartmouth Center found that 84 percent of Facebook users follow brands simply to show their support. Whereas on Twitter, 85 percent follow brands to get a coupon or a discount. For Pinterest, millennials mostly follow brands to share their interests and lifestyle with others (cited by 76 percent).
Other reasons for following brands on social platforms include receiving regular updates, researching brands when looking for products, to participate in contests, seeing that friends are already fans or followers, a recommendation from a friend, ads and to share personal good experiences.
The study also found that millennials who make purchases on Twitter spend less than on the other two platforms. 72 percent of respondents spent $49 or less when buying something through Twitter, compared to 69 percent on Pinterest and just 54 percent on Facebook.