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Twitter Shares New Research into the Roles that Social Media Engagement Has on Purchase Activity

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Twitter had conducted a new study into the impact that brand mentions within tweets have on actual shopping behaviors, and whether product discussions in the app lead to conversion.

In order to provide some deeper perspective on this, Twitter partnered with Publicis to conduct a study of more 9,600 consumers from the US, the UK, India, and Mexico, in order to determine how they view brand mentions in social media apps, and the influence that such actually has on their actions.

You can check out Twitter’s full study here, but in this post, we’ll take a look at some of the highlights.

First off, Twitter says that 92% of people 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.

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This underlines the power of being present within social apps, and in particular, being available where customers are seeking out information. If a customer is looking for info about your business or services, and you’ve worked to cultivate a strong community and/or presence, that can have a significant impact on consumer impression, which can influence their behavior.

The study also shows that the majority of respondents felt that brand conversation on social apps had more impact than reviews hosted on purchase pages.

Though I would suggest the wording here is relevant – product reviews ‘on a purchase page’ specifically is different to reviews in general. But even so, the data does show that people are looking to glean insight into brands/products within social apps.

The data also shows that social conversation is most impactful early in the purchase journey, underlining the value of social as a brand building tool.

Twitter Publicis survey

The chatter around your products is impactful, and can play a big part in driving consumer action – which is why building a presence and cultivating a community is important in digital marketing outreach.

And interestingly – particularly for Twitter – the study found that positive conversation is remembered far more than negative.

Twitter Publicis survey

Given the general consensus that Twitter can be a negative space, it’s relevant to note that people aren’t necessarily seeking out negative discussion or mentions in the app. And while criticisms and issues can still have a big impact on perception, if you can create a positive brand experience, that will likely be a more influential factor.

Twitter also says that conversations about social issues and cultural events are also powerful drivers of consideration.

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“There’s big upside for companies to find their voice and take action when appropriate for their brand.

This has been underlined 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 consider.

The data also shows that 60% of purchasers who engaged with a brand via tweet said that it had some influence on their activity.

Twitter Publicis survey

“This all supports advice we’ve long upheld: Businesses who establish and communicate their mission, values, and points of view are well-positioned to leverage conversation. Authenticity counts. Trustworthiness counts. Who you are – and how you show up – is every bit as important as what you sell.

These are some interesting notes about the modern purchase process, and the value of establishing a brand community and presence to reinforce your products and services, and cultivate support and endorsement.

That’s not always easy, but there are ways to utilize social apps to connect with your target market, and those efforts can have a big impact on your bottom line, even if you can’t always make a direct connection between such.

Some valuable notes, worth considering in your approach.

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You can read Twitter’s full ‘How Brand Conversation Powers Shopping’ report here.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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