Twitter is an internet service that has many users not only in Japan but also around the world.
It is a must-have tool for corporate marketers because it is popular among a wide range of generations, and it is easy to disseminate information and utilize it for analysis and collection.
As companies in various industries utilize Twitter campaigns, what kind of measures are needed to achieve significant results that will lead to their own growth?
Based on the latest survey results, we will analyze user psychology, brand favorability, and changes in purchasing behavior.
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What percentage of users have participated in a campaign?
Source:
[2021 Latest Edition] Results of “Survey on Twitter Campaign Usage Hosted by Official Corporate Accounts” conducted by Twitter users! (Researched by Allied Architects Co., Ltd.)
A campaign for Twitter users held independently by each company’s official account.
It is likely that all users of Twitter have seen it at least once, but it turns out that only about 60% of users actually participate.
As shown in the chart above, there appears to be no significant difference in terms of gender or age.
About user account
Source:
[2021 Latest Edition] Twitter users have announced the results of the “Survey on Twitter Campaign Usage Hosted by Official Corporate Accounts”! (Researched by Allied Architects Co., Ltd.)
Approximately 65% of respondents said they primarily use their own account to participate in campaigns run by corporate accounts. Additionally, approximately 28% of users appear to be participating in campaigns through accounts used to enter sweepstakes. It turns out that there are a certain number of Twitter users who use Twitter for different purposes, such as for hobbies, applications, and work.
How many accounts do you have?
Source:
[2021 Latest Edition] Twitter users have announced the results of the “Survey on Twitter Campaign Usage Hosted by Official Corporate Accounts”! (Researched by Allied Architects Co., Ltd.)
According to a survey, approximately 70% of the total number of accounts used is “1”. Approximately 20% of users answered “2”, and the total number of users with more than 10% answered “2”.
Additionally, approximately 80% of users who answered that they had one account used it for their own private purposes. Only a small number of users, about 6%, use it for prize applications.
What do users want from companies?
Source:
[2021 Latest Edition] Twitter users have announced the results of the “Survey on Twitter Campaign Usage Hosted by Official Corporate Accounts”! (Researched by Allied Architects Co., Ltd.)
When asked why they followed a company account, about 60% of users said it was a “campaign” that they could participate in on Twitter, followed by about 45% of users who said “official company website.”
It can be said that it has become clear that campaigns developed by various companies have become widespread and are a trigger for people to follow them.
For companies that want to increase the number of customers who follow them (their own fans), it seems likely that this will continue to be an important form of advertising content.
Additionally, when surveyed about what they look for in a company’s official account, approximately half of respondents answered “new information or sales information.” It is also worth noting that approximately 40% of users answered “Twitter campaigns (such as discount coupons).”
It can be said that it has been found that campaign activities on Twitter can be an effective measure to create a good impression for companies, and that there is a possibility that people will be happy.
On the other hand, only a small number of users, around 8%, are looking for “casual daily posts” that utilize characters or “people inside.”
When companies operate Twitter, they should be careful not only about “unchanged daily posts,” but also by periodically incorporating “attractive and special campaign measures.” That’s the point.
summary
This survey revealed that what users most desire from their corporate accounts is “distribution of new information and sales information, including coupons.”
Continuing to disseminate valuable new information and regularly holding campaigns that are easy to participate in can be said to be effective measures for expanding company recognition and gaining fans for your company.
Reference source:
[2021 Latest Edition] Results of “Survey on Twitter Campaign Usage Hosted by Official Corporate Accounts” conducted by Twitter users! (Researched by Allied Architects Co., Ltd.)