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Brands and publishers still have a long way to go when it comes to engaging followers on social, study finds

Despite millions of people using social media every day, a recent study out of Adobe found that they are still not engaging with media or branded content at a fast clip.

According to the findings, which were based around the online habits of more than 5,000 consumers across Europe as well as Adobe Marketing Cloud data, less than one-third of respondents rated breaking news as the top form of content that they engage with on social media. Only seven percent of respondents said that adverts are the top form of content that they engage with, while 18 percent reported “offers and deals” as their number one choice.

The report also found that less than half of European consumers believe that social media channels are getting better at providing relevant content and ads. While 34 percent of respondents said that they “get annoyed by adverts from brands they don’t follow,” another 33 said that they “don’t mind as long as they are relevant.”

Compared with other European countries, brands in the UK have the most luck when it came to driving consumers to their websites via social media, according to report. In 2015, website traffic from social media came in at an average of 4.6 per cent for brands in the UK, while German brands experienced the lowest average rate of .54 percent.

Facebook continues to be the top social platform for consumer brand engagement, with 90 per cent of Facebook users surveyed stating that they use the platform to follow and interact with brands, according to the report.

The report’s findings make up the second part of Adobe’s Europe Best of the Best 2015 report, which benchmarks how top brands drive consumer engagement online.

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