Research shows the value of followers

Originally published on CorpComms

Customers who follow brands on Twitter are more engaged

Consumers who follow brands on Twitter are more likely to both buy from and recommend those brands, according to a new study of consumer behaviour conducted by Constant Contact and research firm Chadwick Martin Bailey.

The study's key findings mirror a previous study conducted by the same two companies, which analysed consumer behaviour on Facebook. The research also revealed that more consumers are turning to Twitter to connect with their favourite brands: one-third of those brand followers surveyed reported interacting with brands more this year than they did last year.

Over half of brand followers are more likely to buy from a brand after following them on Twitter. And the research found that consumers follow brands on Twitter for exclusivity and promotions. The research also shows that consumers are selective: nearly 80 per cent of consumers on Twitter follow fewer than 10 brands.

'For brands, simply broadcasting content and talking at consumers doesn't fly anymore. Consumers want more than just good content; they want interactive content. And they don't just want to hear from brands; they want to be heard and acknowledged by the real people behind the brands,' said Mark Schmulen, general manager of social media at Constant Contact.

'Similar to what we saw in our previous study of behaviour on Facebook, the quality of relationships between brands and consumers on Twitter is high. Consumers are selective as to which brands they follow, but they are extremely loyal to those that they do follow. Consumers are both more likely to buy and recommend products from a brand they follow on Twitter.'

Chadwick Martin Bailey's vice president of marketing, Kristen Garvey said: 'It's also important to realise that consumers are selective—they really want the inside scoop about the brands they follow. Social media platforms like Facebook, and increasingly Twitter, offer companies an opportunity to listen, learn, and engage.'