A survey conducted by Affluence Collaborative in February 2011 showed that wealthy internet users connect with brands on social networks for significantly different reasons than the general population. The social networks they use are different too.
Among the general population, the main reason cited for connecting with brands on social networks was to receive deals and discounts. But according to Affluence Collaborative, this was a much lower priority for the wealthy. Their top reasons for following brands were due to a preexisting affinity for and a desire to be kept informed about the brand. The least-cited reason mentioned by all groups surveyed was to be entertained, suggesting that social media marketers still need to provide fans with value, even if it isn’t directly in the form of a coupon or sale.
Affluents, in their “love of the brands” they connect with, are largely acting as brand ambassadors. Any marketer targeting affluent consumers needs to know not only where to reach that audience, but what appeals to them. For wealthy internet users, connecting with a brand is largely about the brand itself, not gimmicks and offers. Affluents need to see a consistent message that makes following a brand meaningful for self-expression, just like when buying a brand in real life. Watering down the brand in order to gain a large social following may drive away the very people trying to be reached.
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