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October 21, 2011

Branding On Twitter :Why Smaller Business will Fail

People who follow brands on Twitter are more likely to both buy and recommend those brands’ products, according to a recent study of online consumer behaviour.

The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the U.S., and revealed a number of details about how people interact with brands on the world on Twitter

Among surveyed Twitter users who follow at least one brand on Twitter, fully one-half (50%) say they are more likely to buy products from brands they follow on Twitter. Interestingly, male brand followers are more likely than their female counterparts to buy a brand's products after following it on Twitter, 55% vs. 45%.

Recommending Brands to Friends
Following brands on Twitter motivates people to recommend those brands: Fully six in ten brand followers say they are likely to recommend a few (42%) or many (18%) brands to friends after following them on Twitter.

Any increase in customer loyalty is great news for brands, especially those lucky enough to make the coveted list of followed companies. According to the study, though, the chances of making that list are slim, as only 21% of Twitter users follow brands on Twitter, and of those, 79% follow fewer than 10 brands.

 One way of looking at this is that " Out of 10 Brands  that 79% users  follow .. Twitter Buzz will only help Bigger Brands as they have the resources To invest in Digital and social Media as compared to smaller ones. Your agency and   digital marketing team might think, Twitter can  change " Brand Image ". But with a tiny  percentage  of users who follow brands , almost 8 in 10 users will " talk about  the 10 Brands.. Are you there in the  highly Coveted List ,? if you are not and happen to be a smaller brand that is playing catch up the the giants.. Think again ... Twitter will not change your branding .... They will  only end up " making the industry Bigger ... and  maybe that would help the bigger brands . of course there might be exceptions  but 80 in 100 cannot be wrong ( if  Statistics are something you take seriously )

When it comes to a consumer’s decision to follow brands on Twitter, exclusivity and access to promotions reign. Here are the top five reasons given by respondents:

64%: I am a customer of the company
61%: To be the first to know information about the brand
48%: To receive discounts and promotions
36%: To gain access to exclusive content
28%: To receive content/information to retweet and share with others