Warc, 28 July 2014
NEW YORK: Marketers have a "unique and valuable"
opportunity to win the attention of Twitter users in Brazil who are already
following brands on the platform, but not yet engaging with them directly, a
new report has argued.
That is the conclusion of digital marketing agency 360i,
which analysed how Brazilians used Twitter as part of its ongoing series
exploring social media behaviour in the country as well as in India, South
Korea, the UK and the US.
It found Brazilians have some unique cultural and social
habits when it comes to using Twitter – for example, using it more as a means
of self-expression rather than as a means of connection.
Compared to the other countries surveyed, Brazilian Twitter
users are less likely to interact directly with other users, the report found,
and they post a higher proportion of status updates about themselves and their
personal views.
Also unique to Brazil is that the volume of tweets peak
during the mealtime hours of breakfast, lunch and dinner whereas volumes peak
during the evening in the US and are more consistent throughout the day in the
other three markets.
And unlike in the UK and the US, where emotions other than
joy are less likely to be shared publicly on social media, Brazilians are
inclined to share any emotion they feel, suggesting they have a higher level of
comfort with online self-expression.
In another key finding, the report found a majority of
Brazilian Twitter users follow brands to keep updated about new products or
share their opinions, but their level of engagement is comparatively low.
Only 3% of tweets in Brazil involve mentions of brands
compared with 6% in the UK and as much as 15% in India, but the report expected
an increase in brand engagement and brand presence as Brazil's economy
continues to develop.
Data sourced from 360i; additional content by Warc
No comments:
Post a Comment