Half of Twitter users find humor in excess of brands outdated

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The #RealTalk survey found a very curious fact: more than half of Twitter users believe that using excessive humor on the network by brands is outdated. Many companies appeal to this type of approach in order to better engage people, but it seems that the strategy is already becoming familiar.

Companies that identify themselves as “funny” and “playful” already have less appeal than in the past. One in two people surveyed said brands that rely on humor and jokes can feel outdated in the current context.

When the survey focused on people aged between 18 and 34, the percentage was even higher. This leads a lot of people to interpret that the Twitter audience is getting grumpy, but that’s not quite the way it works.

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Although the research does not mention it, the result seems to be more linked to the excess of jokes than to moments of relaxation or piggybacking on memes. It’s that old stereotype that many people hide their insecurity behind humor or use jokes to defend themselves, which is not always desired coming from famous brands.

more participatory user

The complete mapping analyzes the performance of brands and companies on Twitter based on the opinion of those interviewed. There were more than 5,000 tweets from all over the world about companies analyzed, which help to build a solid base that allows understanding the general view of the behavior of brands.

One of the most relevant information from the survey shows that the user is attentive to what companies post: from 2019 to 2020, there was a 20% growth in retweets, 23% in tweets, 35% in retweets with comments and 44% in responses to brand posts.

In addition, 7 out of 10 people say that “Brand Twitter”, that is, the use of the platform by brands is one of the best things about the social network. The ease of praising or complaining can be one of the factors that allow for this positive evaluation.

#RealTalk poll and curious Twitter data

#RealTalk is a survey that analyzes the last 10 years of tweets to create unprecedented research on brands and consumer behavior. The survey is carried out by the company Sparker and data scientists from Pulsar Consulting, covering eight countries and collecting the opinions of people on Twitter.

Created by brand strategy experts at Twitter, the survey takes a fresh look at data to help content creators achieve brand success. Criteria such as:

  • Tone: create your own voice to talk to the audience
  • Topics: knowing which subjects you can join or contribute to debates on the platform
  • Community: authentically engage with communities, with genuine and constructive interactions to consolidate the image

To download the full report, just access the Twitter hotsite, fill in the requested data and download the PDF.

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