According to data from eMarketer, Constant Contact and Chadwick Martin Bailey, out of the approximate 20 million-plus U.S. Twitter users, 21 percent follow brands. That’s not such a small number, so brands better pay attention to Twitter. Of the 21 percent of respondents who said they follow brands on Twitter, 36 percent follow 1-2 brands, 28 percent follow 3-4, 16 percent follow 5-9, and 21 percent said they follow 10 or more brands. Why do these people follow brands? The top response at 64 percent was that they were already customers of the brand, and the second most cited reason at 48 percent was to get discounts. It’s pretty surprising that discounts weren’t the number one reason. What’s more is that 50 percent said that they were more likely to buy a brand’s products after following it on Twitter. That means, brands, you better get on top of your Twitter accounts and make sure you are engaging with and rewarding your loyal followers.
More in Media
Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers
After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline.
How Vogue could navigate potential industry headwinds as Anna Wintour — who agency execs say made ad dollars flow — brings on new edit lead
Anna Wintour’s successor at Vogue will have to overcome the myriad of challenges facing fashion media and the digital publishing ecosystem.
Here are the biggest misconceptions about AI content scraping
An increase in bots scraping content from publishers’ sites represents a huge threat to their businesses. But scraping for AI training and scraping for real-time outputs present different challenges and opportunities.