Nearly three quarters of people (72%) are more likely to make a future purchase from an SMB after they follow or interact with the business on Twitter, according to a recent report by Market Probe International and Twitter.
Moreover, 82% say they are more likely to recommend an SMB to friends and family after following them on Twitter.
Below, additional key insights from the report, which was based on a survey of 500 people in the US and UK who currently follow small and medium-sized businesses on Twitter.
Why People Follow SMBs
- 73% of survey respondents follow SMBs on Twitter to get updates on future products.
- 63% follow to show support for the businesses.
- 61% follow to interact with SMBs (share ideas, provide feedback).
An Emotional Connection
- 85% of SMB followers feel more connected with the business after following them.
- 70% have retweeted an SMB because they liked content.
- 64% have mentioned a business to share a positive experience.
- 54% have @replied to share a positive experience.
- 34% of respondents have interacted with a business after seeing an ad that included the SMB's Twitter handle.
- 32% are more likely to visit a business after seeing a Promoted Tweet from an SMB that relates to their interests or needs.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji