Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
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entitled #RealTalk, finds that there is too little distinction and that brand humour, in particular, frequently feels outdated or inappropriate to the moment.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.”
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.