Brands on Twitter may be forced to reassess how they interact with fans, particularly in terms of the tones they use. While most users describe branded accounts as “fun” and “funny,” one in two people believe that over-reliance on humor can feel outdated, according to #RealTalk, a new report by Twitter about brand awareness on your platform.
The social media giant analyzed 5,000 tweets about brands, from which trends were researched and tested on 16,000 users in collaboration with market research firm Sparkler. Twitter also teamed up with audience intelligence platform Pulsar to check all tweets from 20 major brands over the past three years. While the report was released last week, the Sparkler survey was conducted between May and June 2021.
The discovery that humor can age should serve as a wake-up call to brands who think good engagement is funny engagement. Just ask Pabst Blue Ribbon, which this month faced backlash after an employee made a series of pornographic tweets mocking Dry January on its official social identifier. While the tweets went viral, the brand was clearly unhappy, having quickly deleted most of the evidence, as well as apologizing for the rude behavior.
The PBR gaffe illustrates a related finding from the Twitter study, namely that the tone a brand uses must depend on the circumstances. Eight out of 10 people think brands should evolve their tone with the times.
— Wendy’s (@Wendys) January 13, 2022
#RealTalk also found that 80% of people don’t mind being sold on social media as long as the ads are fun or meaningful. This is good news for a space that is seeing explosive growth in ads across a variety of platforms, although it puts more pressure on brands to get their messages right, especially as users become more adept at sniffing out insincerity.
Finally, nine out of 10 people said they valued brands that had a strong sense of identity. As brands reassess how they communicate with fans on Twitter, they must focus on being differentiated, creating their own tone, topics of interest and communities to interact with.
Translated matter from AdAge.
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