It’s no secret that fans and followers are important sources of revenue for brands. In additional to brand and product news, a majority of consumers turn to social media for offers and discounts. But when it comes to spending money, it looks like Twitter followers are more likely to do so than Facebook fans.
Social media company Privy has spent the past two years tracking how effective its clients’ online marketing campaigns have been at driving in-store revenue. According to its research, it turns out that people engaging with your brand on your website and Twitter are more likely to spend money than those people on your email lists and Facebook fans.
The data showed that more than 50 percent of customers who convert from Twitter and more than 60 percent who convert from your website spend money in-store within the first 24 hours of claiming an offer. Only 40 percent of conversions from Facebook act as quickly, which isn’t necessarily a bad thing.
Although purchase intent appears greater on Twitter, all four platforms are still incredibly valuable for building brand awareness. It’s also worth noting that targeted messaging on Facebook and email resulted in “significantly” higher in-store conversions. Businesses looking to increase that percentage should explore Facebook Ads and other targeting options.
Buying ads on Facebook is easier than ever. Once you’ve identified your objective in the newly redesigned Ads Manger, Facebook will recommend an appropriate ad based on that goal. Additionally, the social network will also provide targeting suggestions, helping you reach the right audience.
So before you pull your content from Facebook in favor of Twitter, remember that offline conversion is a result of targeting the right customers at the right time. Social campaigns are such a success on Twitter and website likely because these are the places consumers go when they’re looking to make a buying decision. Getting the same results from Facebook and email just require a more targeted approach.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.