Retail Strategy
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
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entitled #RealTalk, finds that there is too little distinction and that brand humour, in particular, frequently feels outdated or inappropriate to the moment.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.”
Online Advertising
Even if you’re familiar with Google Ads campaigns, you may be missing a few tricks of the trade, says industry expert.
Social Media
But the latest study by Pew finds that YouTube rules the roost, with a massive 95% of American teens using the platform.
Brand Value
No surprises as Coke and Pepsi fill top spots in latest survey of non-alcoholic drinks brands. Their values rise by 7% and 12% respectively.
Personal Branding
Want to be CMO? Prudent building of your personal brand on social media – especially Twitter – could get you there, researchers find.
Brand Experience
When marketing sports products, brand experience may not increase satisfaction, but it can alleviate or eliminate uncertainty.
Public Relations
Aim is to further develop the consultancy’s digital expertise in the areas of social, experiences and content.
Brand Milestones
Created in 1932 in a small carpentry workshop in Denmark, Lego has since evolved into a huge global brand valued at over US$9-billion.
Public Relations
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
Corporate Social Responsibility
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
Marketing Spend
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.