The #PapoReto survey was carried out in eight countries with the aim of understanding expectations about the presence of brands on the platform
The survey #PapoReto, carried out by Twitter, found that eight out of ten Brazilians said that following the profiles of brands is part of the fun of using the social network.
The survey was carried out in eight countries, including Brazil, and aimed to understand expectations about the presence of brands on the platform.
The platform analyzed tweets from global brands and consumers mentioning companies over the past three years, as well as a test using uncharacterized Tweets with 2,000 people in each of the markets.
“The survey was called #PapoReto because it brings insights for brands to recover the authentic tone, revisit the themes they address and connect with the public in a legitimate way. Understanding what consumers think about your brand is also essential to take learning, develop strategies and rethink the directions to be taken”, said Rafael Camilo, Twitter Next leader in Brazil.
According to the study, between January 2019 and 2021, there was a more than 44% increase in the number of responses to company tweets. In addition, 93% of people who use the platform stated that they do not care about promoting the brands’ products, as long as the sale is placed in a fun, informative context that adds in some way.
In the analysis of tweets published by global brands, the research pointed out that there are similar aspects between them, such as the use of the same keywords, the frequency of posting and the same text size between the publications of each company.
The survey also found that eight out of ten people agree that a brand’s voice on Twitter should reflect the diversity of the audience and not just one type of consumer. When it comes to aligning with topics of interest, 48% believe that the importance of business support for economic, social, political or cultural issues is greater today than it was a year ago.