With the advent and outspread of affordable technology and social media, brands are becoming increasingly aware of the various methods that could maximize audience engagement across platforms.
Jean-Philippe (JP) Maheu, Head of Global Agency Partnership and Brand Strategy, Twitter, explained the recent trends in digital marketing campaigns and advertising, that brands are leveraging to promote themselves further. According to him, the most notable is the tremendous growth in use of mobile devices for content consumption, where 25 per cent of total time spent by audiences on social media is from mobile devices. He also says that the human attention span has shrunk by nearly 33 per cent since the beginning of the millennium. Individual attention spans have decreased from 12 seconds to eight seconds at present, and in his view this calls for a shift in strategy of content that brands deliver, to increase audience reach and engagement.
Maheu also pointed out the three best practices that brands need to follow to promote themselves on social media. Keeping in line with decreasing attention spans and the short, microblogging nature of Twitter, he stated that a post’s “stopping power” is essential for all brands. Stopping power is essentially a post’s main peg that grabs the users’ attention, with the first few seconds of a post being extremely important. As a result, adding an image or a video to a tweet can double the chances of a tweet being read/followed.
The second practice is for brands to tune in with what is being broadcasted on television. He said that 60 per cent of Twitter’s mobile users tweet while watching TV. As a result, Twitter increases the effectiveness of an advertisement on television by 62 per cent, and 14 per cent increase in purchasing intent for consumers. This can be a massive form for brands to capitalise on, by combining the media of advertisement and synchronising them with what is being posted on social media.
The third essential practice according to Maheu is to be topical - connecting with audiences on pertinent topics and engaging in conversations with them. In his view Twitter presents an excellent platform for brands to allow audiences converse with brands and fellow consumers alike, and this gives brands a massive opportunity to grow their outreach.
Maheu believes that by adhering to these practices, brands can make the most effective use of Twitter, and promote their presence with their audiences on social media.
Maheu was speaking at the recently concluded Twitter Udaan conference held in New Delhi.