Publicis Media and Twitter collaborate together on a research project to determine how brand conversations on social media affect consumer decisions and sales. On six platforms, 9,600 customers from the US, the UK, India, and Mexico participated in this study.
The study came to the following findings, among others:
The social brand conversation is “the new review”
92% of people surveyed actively seek out comments about brands, products, or services on social media.
68% said their impression of a brand was changed as a result of experiencing brand conversation.
More than half of the shoppers consider brand conversation on social more or as impactful as traditional reviews.
Get them talking (and listening) early and often
71% of people surveyed felt they are more likely to consider brand conversations before a purchase journey begins.
While the data shows the influence of brand conversation is high before or early in a purchase journey, it decays over time - meaning always-on engagement is key and can even kick-start buying decisions.
Content and sentiment matter
86% of “very positive” conversations are considered memorable by respondents, whereas only 49% of “very negative” conversations are considered memorable.
3 in 4 brand conversations result in more positive brand sentiment.
Brand conversation on Twitter drives people to buy
60% of purchasers who recalled a conversation on Twitter said it made them much more likely to consider the product they bought.
Tanmay Mohanty, CEO, Publicis Media Services India says, “In a world where interaction, opinion, and communication are vital, this is the reason social media platforms are still seeing growth and are able to influence and shape consumer views and decisions. This groundbreaking study with Twitter illuminates how consumers actively seek opinion on brands on social platforms, and how social chatter can influence decision-making and purchase and build trust and popularity for brands.”