In a recent study, Nielsen took a look at two different audiences: people who tweet about brands and people who tweet about TV. The overlap between the two groups produced four insights which can help brands better understand the value of the Twitter-TV Audience.
Here are some key findings from the study:
- 64% of people who tweet about TV also tweet about brands
- People who tweet about both brands and TV account for an outsized portion of all tweets about brands
- People who tweet about brands and TV tweet three times more often than those who only tweet about brands
- People who tweet about brands and TV have twice as many followers as people who only tweet about brands
Per the report, there is a strong correlation between Twitter users who commentate on TV events and those who discuss brands on the platform. These power-users also tend to use the platform more frequently, and have higher followings than the general population on Twitter.
For brands, the findings underscore the importance and value of the Twitter-TV Audience. Marketers should seek creative ways to connect with this audience, as they not only are frequently tweeting, but are also quite influential as compared to their peers.
One way brands can reach this influential group is through targeted paid social media on Twitter. Twitter-TV Targeting gives brands the opportunity to amplify on-air efforts within social by reaching viewers that have already seen the TV ad. Hanes (a 360i client) is one brand that has found success with these types of ads. Hanes’ Undercover Color campaign ran last summer with general interest/handle targeting; however, when the same content was combined with TV Targeting, Hanes attained a 325 percent higher engagement rate.
Another way that marketers can reach this coveted audience is through an integrated Influencer Marketing Strategy. For example, during Smirnoff’s “The Party” campaign, the brand tapped into the TV audience by leveraging three familiar faces, Alison Brie (“Community” and “Mad Men”), Adam Scott (“Parks and Recreation”) and Kevin “DotCom” Brown (“30 Rock”). Smirnoff (a 360i client) partnered with the TV stars to help promote the campaign on Twitter by whitelisting their accounts for media promotion – and it paid off. One promoted tweet racked up an engagement rate of 23 percent, almost six times the quarterly average.
Given the compelling correlations between Twitter users that discuss brands and television on the platform, marketers should seriously consider the power of this audience when it comes to amplifying their messages. Whether it’s through Twitter TV Targeting or reaching this audience via influencers, brands should look to find a way to connect with them as they can play a valuable role in their social marketing efforts.
Cover photo via Twitter