Look Beyond The Obvious When Considering Social Login

Chances are, you have recently registered on a brand’s website or community page and were prompted to use your social network credentials. Perhaps you (reluctantly) used your Facebook login because it’s easy to remember — or it made the registration process a little less painful. 

Personally, I am finding that I am using my Facebook or LinkedIn social credentials more frequently. Just the other day, I used my Facebook login to access the scheduling tool for my favorite barre studio. I use social login out of laziness (its easier) or because my memory is maxed out on user names and passwords. But the more comfortable I get using my social network credentials, the more information I will allow the brand to access — especially if it’s a brand I trust.

And I am not alone. According to this study, over half of the 90% of consumers who encounter social login use it. And for some websites, that percentage is as high as over 80%.

So if consumers are using their social network credentials, why are marketers lagging behind? Many marketers I speak with do not think about social login as a key component of their social marketing strategy. They understand the obvious benefits like faster and easier registration, but they struggle to see social login’s potential as a complement to their social marketing strategy.

And the adoption percentages reflect this. Social login is the least-adopted social depth tactic by digital marketers:

 

 

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