MERCADEO Versión en español
Brand followers on Twitter have combined interests
Maye Albornoz| 12 de junio de 2015
Twitter has 288 million active monthly users who publish 500 million tweets per day. The reasons why they approach the platform are so diverse that many brands still don´t entirely understand which are the best practices to connect with their audience.The firm Simply Measured studied a million followers of the 10 most popular brands around the world on Twitter: Microsoft, Disney, Google, Nike, Intel, MTV, H&M, Louis Vuitton, Starbucks, and Burberry to determine what their common characteristics were.The report revealed that 14% of the users follow more than just one brand. Likewise, they lack homogeneity in their preferences, thus, for example, 16% of the followers of the trendy brand H&M, also follow Starbucks and viceversa, which represents an opportunity to develop combined content strategies. The brands must make an effort to study the preferences of their digital communities and invest in tools that contribute clarity in that sense, because although Twitter allows 160 characters to complete a biography, only 42% do it, according to the report.Users follow, on average, 127 accounts, and 95% of them are more interested by the profiles of those who follow them. Photography and music stand out like the key words that are repeated the most among the messages of fashion followers, sugegesting that this is the type of content they are hoping to find on Twitter and that they could later share.
