"We found that over half of Twitter users reported that they have taken action after seeing brand mentions in Tweets (54%). These consumers take action on Twitter and beyond Twitter. The top two actions people took: visiting the brand’s website (23%) and visiting the brand’s Twitter page (20%). Brand Tweet exposure also drives online search for the brand (20%) as well as brand consideration with 19% of Twitter users in the study saying they’d consider trying the brand. Tweets that mention a brand also frequently spark earned media: 18% of study respondents retweet Tweets mentioning brands.
Our research revealed all age groups take action after exposure to brand-related Tweets, with a range from 41% - 59%. However, younger respondents reported the highest likelihood to take some action, at 56% for 18-24 years olds and 59% for 13-17 years olds (vs. 54% average across all ages).
Key takeaways for brands: Since Tweet exposure drives actions across platforms including searching, engagement and purchase, integrate Tweet messages and calls to action with campaigns on other media (TV, search, other social media, other owned destinations)."
dentsu 2022 Media Trends
2 years ago
No comments:
Post a Comment