While businesses big and small recognize the importance of social media for engaging with new and existing customers, many aren’t doing so effectively. An example of this comes in the form of social content. New research suggests a disconnect between the types of content marketers prioritize and the content consumers want.

A new Sprout Social study revealed that 72% of consumers want social posts about discounts and deals, but only 18% of marketers are prioritizing this content. A separate study from eMarketer showed that 72.8% of U.S. consumers said discounts and coupons are “important” or “very important” to digital purchase decisions.

When it comes to level of priority that goes to “posts that teach something” and “posts that inspire” there appears to be agreement between marketers and internet users. Other than that, social marketers are not prioritizing the kinds of content that consumers desire. In today’s extremely competitive and noisy digital landscape, social marketers be more customer-centric and less self-interested.

The data comes from a 2018 Sprout Social study (conducted by Survata), “Sprout Social Index 2018,” which surveyed 2,000 social marketers and 1,200 consumers ages 18-64. To access the image above, click here.