Twitter had conducted a new study in the impact that brand mentions in tweets have on actual shopping behaviors, and whether in-app product discussions lead to a conversion.
To provide a deeper perspective on this, Twitter has partnered with Publicis will conduct a study of more than 9,600 consumers in the US, UK, India and Mexico to determine how they perceive brand mentions in social media apps, and the influence that it actually has on their actions.
You can consult the complete study of Twitter herebut in this article, we are going to take a look at some of the highlights.
First, Twitter says that 92% of respondents actively seek feedback on brands, products or services on social media.
“Most importantly, 68% said their impression of a brand changed as a result of a conversation about the brand.”
This underscores the power of being present in social applications, and in particular of being available where customers are looking for information. If a customer is looking 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 consumer impression, which can influence consumer behavior.
The study also shows that the majority of respondents felt brand conversation on social apps was more impactful than reviews hosted on shopping pages.
Although I suggest the wording here is relevant – product reviews “on a shopping page” are specifically different from reviews in general. But even so, the data shows that people seek insight into brands/products in social apps.
Data also shows that social conversation has the most impact early in the buying journey, highlighting the value of social as a brand-building tool.
The chatter around your products has an impact and can play an important role in consumer action – which is why establishing a presence and cultivating a community is important in digital marketing outreach.
And interestingly – especially for Twitter – the study found that positive conversations are remembered far more than negative ones.
Given the general consensus that Twitter can be a negative space, it’s worth noting that people aren’t necessarily looking for negative discussions or mentions in the app. And while reviews and issues can still have a big impact on perception, if you can create a positive brand experience, that’s likely to be a more influential factor.
Twitter also indicates that conversations about social issues and cultural events are also powerful drivers of consideration.
“There is great benefit for businesses to find their voice and take action when it is appropriate for their brand.”
It’s been highlighted in various Gen Z surveys that younger consumers, in particular, want to spend money with brands that align with their values. An important note to take into account.
Data also shows that 60% of shoppers who engaged with a brand via tweet said it had some influence on their business.
“All of this confirms the advice we have long supported: companies that establish and communicate their mission, values and views are well positioned to benefit from the conversation. Authenticity matters. Reliability matters. Who you are – and how you present yourself – is just as important as what you sell.”
Here are some interesting notes on the modern shopping process and the value of building a community and brand presence to bolster your products and services, and cultivate support and approval.
It’s not always easy, but there are ways to use social apps to connect with your target market, and these efforts can have a big impact on your bottom line, even if you can’t always make a direct connection. between them.
Some valuable notes to take into account in your approach.
You can read Twitter’s full report “How Brand Conversation Powers Shopping” here.