How conversations on Twitter influence the purchase decision

According to an internal survey, 7 out of 10 people buy a product influenced by conversations on Twitter.

Purchases and consumption are permanent topics on Twitter and they tend to impact almost three times more than the average tweets on the platform. According to a study carried out by Twitter, between January and August 2022, more than 48 billion views of tweets on this subject were registered in Brazil.

In addition to being a place that favors the movement of conversations about consumption, the platform also serves as a thermometer so that consumers can evaluate the desired products. According to the social network, more than 600 thousand searches related to purchases are registered in the “Explore” tab, per month.

On Twitter, conversations reflect the customer’s buying cycle and people are directly influenced by reviews, advertisements and information about the best buying opportunities in different categories. According to an internal survey, 7 out of 10 people buy a product influenced by conversations on Twitter.

The platform’s audience is extremely receptive and the conversation, which also includes the leading role of brands, plays a unique and impactful role in consumer purchase decisions, explained Louise Beltro, business leader for the Technology and Retail verticals at Twitter Brazil.

According to the company’s survey, more than half of the conversations about consumption on the platform are initiated by people who are advertising or posting a review of a product, but the posts of the companies themselves also influence consumers.

On Twitter, we have several formats that help brands stand out and generate consideration and conversion, including Live Shopping, a feature that adds a shopping tab to live broadcasts that is being tested in Brazil since August, added Louise.

The first brand to use Live Shopping on Twitter in Brazil was Samsung, which had 2.5 million views. In the live, the brand launched in Brazil the new foldable smartphones Galaxy Z Fold4 5G and Galaxy ZFlip4 5G, the smartwatches Galaxy Watch5 and Watch5 Pro, and the wireless headset Galaxy Buds2 Pro.

Today, the biggest challenge in the marketing world goes beyond the search for consumer attention: we also need to retain it. For Samsung’s strategies, we leveraged the open and conversational nature of Twitter to better understand the audience’s needs and intentions, and we used a variety of formats to retain the audience’s attention and make a successful conversion, explained Lucia Bittar, Marketing Director. of Mobile Experience from Samsung Brazil.

The carioca brand Farm (@adorofarm) was the second to test Live Shopping in Brazil and had 40% more results compared to the lives carried out in its virtual store, Lojix, with almost 3 million views over four hours.

In the live commerce we carried out recently on Twitter, we saw that some customers were shopping for the first time at Farm. As it is a live event on an open platform, potential consumers can interact with the brand in real time, which allows us to get to know our customers better, and understand what they think and want, commented Felipe Figueiredo, lead of Farm average.

Magalu saw, in the engagement generated on Twitter, an opportunity to increase qualified traffic on the company’s website and announced it on the “Explore” tab and on the home page using different formats. As a result, the retailer saw a 96% reduction in cost per click, in addition to a 33% increase in connectivity rate with actions within the site.

The company also invested in campaigns that originated from insights obtained on Twitter, as was the case with Smatphoniza and Lu’s Pix.

It is very important to use Twitter to listen to customers, know what they are talking about, understand their needs, what are the cultural tensions, filter what makes sense for the brand and create connection and engagement, said Bernardo Leo, marketing director at Magalu. .