41% of Social Media Users Have No Interest in What Brands Post, Revealing Need for Brand Authenticity U.S. consumers are unimpressed with branded social media content. Companies need to stay attuned to audience preferences for informative content and honesty to secure audience engagement and trust. News provided by Share this article Share this article WASHINGTON, May 13, 2021 /PRNewswire/ -- Forty-one percent (41%) of social media users in the U.S. aren't at all interested in branded social media content, according to a Consumers were most likely to like, comment, or share a post that communicated helpful information (23%) rather than one with a strong brand voice (9%) or a strong visual aesthetic (11%).