Are People Interested to Hear What Brands Have to Say on Twitter?

By emeadows
October 4, 2012

In a recent presentation at the IAB MIXX advertising conference, Joel Lunenfeld, Twitter’s VP of global brand strategy, said that 88 percent of Twitter users follow at least one brand. More than half follow six or more, he said.
“Twitter also studied the reasons why someone follows a brand, and as you might expect, freebies and discounts are definitely a factor. But according to Lunenfeld, people also said they were interested in getting access to exclusive or promotional content,” writes TechCrunch.
Lunenfeld gave some examples of successful brand engagement on Twitter, summarized by TechCrunch: “A tweet from Old Spice asking, ‘Why is it that fire sauce isn’t made from real fire? Seems like false advertising.’ To which Taco Bell responded, ‘Is your deodorant made with really old spices?’ (Old Spice: ‘Depends. Do you consider volcanoes, tanks, and freedom to be spices?’).”
This example showcases the potential for brand-to-brand and brand-to-customer interaction, as well as the potential for conversational ad campaigns.
“As for where the Twitter advertising goes from here, Lunenfeld noted that brands are trying to become more mobile, more real-time, and more local — all strong points for the company,” suggests the post. “He added that Twitter is working to develop ‘more and more ways to get a message across inside a tweet.'”

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