A Study With Publicis Media Finds That Twitter Is a ‘Look at This’ Destination

81% of respondents use the social network to connect with events in the world around them

Twitter wanted to learn more about the impact of advertising on social platforms Twitter
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Facebook and Instagram are “look at me” social platforms, while YouTube is where people go to learn new things and Twitter is more of a “look at this” destination, according to a recent study by Twitter and Publicis Media.

Twitter, Publicis Media and research partners Firefish and The Numbers Lab surveyed almost 1,500 people who use Twitter, Facebook, Instagram and YouTube last year, using both qualitative surveys (in-person interviews on several topics) and quantitative studies (online surveys) to get a feel for the impact of advertising on those platforms.

Twitter said in an email, “The amount of time that people spend on social media during an average day has been steadily rising over the past six years, with the majority of users spending at least two hours per day on social platforms. Social media may have started out as a way for friends and family to keep up with one another, but it has since evolved far beyond that. Because every social media platform brings something unique to the table, most consumers use multiple platforms in order to get everything they need.”

The study by Twitter and Publicis Media broke out the four social networks being analyzed as follows:

  • Facebook and Instagram: “Look at me” platforms that are great for keeping up with family, friends and trends. 74% of respondents use Facebook to keep up to date with friends and family, while 67% use Instagram to stay on top of trends.
  • YouTube: The Google-owned video site is where people learn how to do new things. 54% of respondents who use YouTube do so to learn about their passions and find new ones.
  • Twitter: A “look at this” platform where people go to connect with events in the world around them, according to 81% of respondents.

Twitter said people who see ads on its platform are 32% more likely to complete purchases from the advertisers than those who saw the same ad on other platforms.

As for Twitter users, the study found that they are:

  • 70% more likely to search for brands on social media.
  • 78% more likely to post or share about brands on social media.
  • 120% more likely to message brands on social media directly.
  • 20% more likely to recall ads.
  • 21% more likely to say that ads influenced their purchases.

Twitter added in its email, “When it comes to Twitter specifically, our study found that people are more likely to remember the ads they’ve seen on Twitter and to take action as a result. They are more likely to look for additional information about that product or brand, and they’re far more likely to share what they find with friends. And because Twitter is the place where people go to talk to the brands they love, they’re more likely to reach out directly to the advertiser with questions or concerns than on other major platforms. Nearly three-quarters of those surveyed say having an active Twitter presence makes a brand feel both more human and more trustworthy.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.