There is a sweet spot, though: how-to content. Consumers and marketers were about equally likely to value “posts that teach something.”

Surprisingly, marketers were unlikely to prioritize posts tied to influencers. And, equally surprisingly, consumers were similarly unenthusiastic.

It’s difficult to overestimate the value that consumers place on discounts, however much brands may resist them.

According to the eMarketer Ecommerce Insights Survey conducted in May by Bizrate Insights, nearly three-quarters of internet users consider discounts or coupons important or very important in making a digital purchase decisions—and younger consumers are the most likely to place a higher value on the offers.