Brand Acquisitions
Study finds brand acquisitions may not work out as planned, as consumer perceptions of the brand become tainted. But this can be mitigated.
SOCIAL MEDIA STRATEGY
Twitter survey finds most brands are not differentiating themselves
By our News Team | 2022
Poor use of humour is a particular failing, as too many brands follow the herd and speak with a similar voice.
As a marketer, you likely feel that your brand is differentiating itself from competitors on Twitter. But it’s likely that you’re wrong.
A recent report released by the social media platform, entitled #RealTalk, finds that there is too little distinction and that brand humour, in particular, frequently feels outdated or inappropriate to the moment.
“Distinction is everything a brand needs to succeed on Twitter,” the study’s researchers advise. “Revisit what seems right for your brand, not just what topics are trending or what other people are jumping on.”
#RealTalk is said to be a first-of-its-kind perspective analysing 10 years of tweets from and about brands and new research — in partnership with researchers at Sparker and data scientists from Pulsar Consulting — that spans eight countries and surveys the evolving opinions people on Twitter have about brand behaviour.
Photo by Edar on Pixabay
Blind test of tweets showed surprising results
In a blind test of multiple tweets from prominent brands from around the world across similar industries, Twitter removed any identifiable branding such as names, logos, keywords and hashtags. It then asked people to guess which brand wrote the tweet. Only one in three could guess the correct brand from a list of five options.
Among findings flowing from this is that conformist social media behaviour upstages brand distinctiveness. Brands have converged around the same social media archetypes, and are even using the same number of unique keywords and characters.
It is therefore time for brands to become more distinctive and non-conformist, while also reviewing the way they use humour – and whether they use it at all.
Commenting on social and cultural issues is one possible new approach, with 56% of survey respondents saying brands could do so and 37% thinking they definitely should. However, when brands talk about sensitive topics, they need to do so meaningfully and with an authentic voice.
Twitter summed it up the advice to brands with a Shakespeare quote: “To thine own self be true.”
Supply Chain
Consumer-packaged goods industry in Africa is being ‘systematically transformed’ by Ramani’s ‘huge ambition’, investor says.
Executive Appointments
Zayd Abrahams joins from banking group FNB, where he currently leads marketing for the Personal Banking and Private Banking segments.
Marketing ROI
Despite evidence that shows it’s a bad idea, marketing budgets are often the first to be scrutinised and tightened in times of uncertainty.
Consumer Engagement
Strategies needed to optimise digital commitment from consumers have shifted as the global business and geopolitical landscape changes.
Traditional Media
Traditional media remains stronger on the continent than in developed markets, with relatively high cost of digital access being a factor.
Online Shopping
As retailers struggle, they may need to rein in their returns procedures, particularly for ‘serial returners’ and ‘retail borrowers’.
Sports Sponsorship
While Budweiser was caught off-guard by a surprise alcohol ban in stadiums, the company is taking a philosophical stance.
Advertising
High-profile names from TV, movies, music and social media feature in global ad that has 10 languages and four dialects.
Public Relations
‘Potential reach’ is a manipulative metric, while ‘actual reach’ is difficult to ascertain without a media outlet’s internal metrics.
Media Trends
Video-on-demand (VOD) models predicted to mark a new chapter for the global TV and video market in the year ahead.