It’s not because it’s a cool brand, or a cool product: it’s all about how a brand connects to its audience. Just like a relationship, you have to foster it with connection, check-ins and good humor. Here’s the latest report on how consumers react to brands via social media marketing.

Be Responsive

For their Q2 2017 Sprout Social Index report, researchers surveyed more than 1,000 customers and found that 48% wanted to purchase from brands that are responsive to their customers. It’s about responding to comments, following up on issues, and showing that you care. If you’re going to post something to a wide audience, you have to be responsive about the post as well.

Be Humorous

Another aspect of being human – throw in some good humor. In the same study, 36% of respondents said that when a brand is humorous, they’re more likely to buy from them.

Be Humane

A whopping 67% of respondents said they didn’t like it when brands made fun of competitors.

It seems the more human you are through the internet and through your marketing, the more customers will want to buy from you. Focus your marketing efforts as if talking to a friend, in a more polished tone.

This article is excerpted from How Consumers Respond to Brands on Social Media: New Research.