Although not the most popular social media platform among luxury marketers, the functionality and practicality of Twitter should not be ignored.
, the platform’s online conversations reveal much about consumers’ attitudes towards brand behavior. These conversations extend beyond major cultural moments and can impact brand perception and consumer purchasing behavior.
Eighty percent of users surveyed agree that they do not mind brands selling to them as long as the approach is “fun, useful, entertaining, informative or moves [them] in some way.” Users are also quick, however, to criticize brands that are exploiting situations in an insincere manner. Brands, including those in the luxury space, also need to work to differentiate themselves on Twitter. Relying on the same unique keywords, tweet-length and brand archetypes have made brand tweets interchangeable for many users.
In Twitter conversations centered around retail, mentions of inflation and prices are also up significantly year-over-year. Additionally, while many social media conversations about shopping are dominated by women, Twitter has seen the participation in retail conversations by men increase 10 percent from 2020 to 2021.Travel-related tweets that include “recommending” keywords jumped 28 percent from 2020 to 2021, reflecting the sector’s recovery from the worst of the COVID-19 pandemic.
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