Twitter has conducted a new study on the impact brand mentions within tweets have on actual purchase behaviors and whether in-app product discussions lead to conversions.
To provide a deeper perspective on this, Twitter partnered with Publicis will conduct a survey of more than 9,600 consumers from the US, UK, India and Mexico to determine how they view brand mentions on social media apps and the impact they actually have on actions Theirs.
You can view the full Twitter study herebut in this post, we’ll take a look at some of the highlights.
First, Twitter says so 92% of people surveyed actively seek reviews of brands, products or services on social networks.
“Most importantly, 68% said their impression of a brand was changed as a result of the brand chat experience.“
This underscores the power of being present within social apps, and in particular, being available where customers are looking for information. If a customer asks for information about your business or services, and you have worked to cultivate a strong community and/or presence, this can have a significant impact on customer impression, which can influence customer behavior. theirs.
The study also shows that most respondents felt that brand conversation on social apps had more impact than curated reviews on shopping sites.
Although I would suggest that the wording here is important – product reviews ‘on a shopping page’ specifically are different from reviews in general. But even so, data shows that people are looking to gather brand/product knowledge within social apps.
The data also shows that social conversation has the most impact early in the purchase journey, underscoring the value of social as a brand-building tool.
The chatter around your products is influential and can play a huge role in driving consumer action – which is why building a presence and cultivating a community is important in digital marketing outreach.
And interestingly – especially for Twitter – the study found that positive chatter is remembered far more than negative.
Given the general consensus that Twitter can be a negative space, it’s important to note that people aren’t necessarily looking for negative discussions or mentions on the app. And while criticism and issues can still have a big impact on perception, if you can create a positive brand experience, it’s likely to be a more influential factor.
Twitter also says that conversations about social issues and cultural events are also powerful drivers of consideration.
“There are huge advantages for companies to find their voice and take action when it’s right for their brand.“
This has been highlighted in various Gen Z surveys, that young consumers, in particular, want to spend money with brands that match their values. An important note to consider.
The data also shows that 60% of shoppers who engaged with a brand via tweet said it had some impact on their activity.
“All of this supports advice we’ve long espoused: Businesses that create and communicate their mission, values and vision are well-positioned to drive the conversation. Authenticity matters. Credibility matters. Who you are – and how you present yourself – is as important as what you sell.“
These are some interesting notes about the modern buying process and the value of building a brand community and presence to amplify your products and services and cultivate support and adoption.
It’s not always easy, but there are ways to use social apps to connect with your target market, and these efforts can make a big impact on your bottom line, even if you can’t always make a direct connection. Among them.
A few valuable notes worth considering in your approach.
You can read Twitter’s full report ‘How Brand Powers Conversation Shopping’ here.
