Twitter recently conducted a new study into the impact that brand mentions within Tweets have on shopping behaviors and whether or not in-app product discussions lead to conversion. To provide us with a deeper perspective, Twitter partnered with Publicis to conduct a study on more than 9600 consumers in the US, the UK, India, and Mexico to determine how they view brand mentions in social media apps. You can check out the full study here.

The Purchase List

To begin, Twitter says that 92% of those surveyed actively seek out comments about brands, products, or services on social.

“More importantly, 68% said their impression of a brand was changed as a result of experiencing brand conversation.”

This underlines the power of being present in social apps and in being available where and when customers seek information. If someone is looking for information about you and your business, then having cultivated a strong community or presence can significantly impact consumer impression, which can influence their behavior.

This study also shows that the majority of respondents felt that brand discussions on social apps had more impact than reviews hosted on purchase pages. Specifically, the study shows that 56% of shoppers consider social brand conversation as being more impactful than traditional reviews. Furthermore, data also shows that social conversation is more impactful (71%) early in the purchase journey, underling the value of Social Media as a brand-building tool. Chatter around your products can be very influential, even to the point that they become drivers for consumer action, hence the importance of building a presence.

Interestingly enough, particularly for Twitter, the study also found that positive conversation improves recall far more than negative ones do (86% vs. 49%). Given the general consensus that Twitter can be a negative space, it’s important to realize that people aren’t necessarily seeking out negative discussions or mentions in the app. While criticisms and issues can still significantly impact brand perception, creating a positive brand experience will likely be a more influential factor.

Twitter also mentions that conversations about social issues and cultural events are also powerful drivers of consideration. This has been underlined in various Gen Z surveys, that younger users want to spend money on brands that align with their values. The data also shows that 60% of purchasers who engaged with a brand via a Tweet said that it had some influence on their activity.

The Wrap

These are some interesting notes about the modern purchase process, along with the value of establishing a presence and brand community to back up your offers and cultivate support and endorsement. This isn’t the easiest thing to do, but there are ways to utilize social apps to connect with your target market. The bottom line? These efforts can have a big impact on your marketing performance.

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Sources 

https://bit.ly/3yOruix