Twitter preps marketing research tool to highlight ‘everyday moments’

Twitter is launching a research tool for brands that aims to show the buzz everyday moments can generate, not just the campaigns geared around major global events.

Twitter is launching a new research tool to help brands identify ‘everyday’ buzz-worthy moments.

The new tool, which is being rolled out in the coming weeks, allows marketers to select key words that relate to their brands to analyse conversations around those terms over a weeklong period.

Twitter’s research team describes the tool as an interactive visualisation of conversations which offers a “hands-on, practical way of bringing conversations to life”. It hopes the launch will help marketers think about everyday opportunities in a more structured way and encourage them to spend more on advertising throughout the year.

The tool categorises different types of conversations and maps them out across the UK. For example, those seeking to connect with people on their commute can look under transport and select key words such as trains, traffic and tube to see which words gain the most buzz on a map of the UK, which also allows brands to zoom in on particular parts of the country. Other categories include music, emotions, food and drink, and pets.

Speaking to Marketing Week at an event at the company’s UK HQ to showcase the new tool, Jake Steadman, head of EMEA research at Twitter, said: “The point of the tool is to give inspiration, to help [marketers] identify particular moments that might be relevant to their brands.”

The tool is being launched in response to brands asking the social media site for help and proof through research to understand the opportunity of connecting with consumers more often.

Twitter has also released research, conducted by Brilliant Noise, which analysed 46 UK brands and finds that those who employ an always-on approach get 2 times more mentions, 2.3 times more retweets and 2.5 times greater share of voice compared to a campaign-focused strategy.

When asked if brands have the resources to take on an always-on approach to connect with consumers, Steadman said: “It requires a slightly different creative approach. However, these things are regular and predictable and therefore can be planned for, so it’s not like you are thinking ‘everyone’s talking about commuting, I’m going to have to do something now’. That is something that we know is coming so marketers can plan for it.”

Twitter also released data showing the context of connecting with consumers everyday compared to focusing on irregular, bigger events.

It shows that over the course of the Glastonbury weekend there were over a million tweets about the event, but there were also as many tweets about the term ‘pub’ in teh last month as there were about the festival.

Twitter’s revenue grew 119 per cent year on year and 3 per cent quarter on quarter to $250m in the three months to 31 March. It posted a net loss of $132m as it continued on its acquisition trail, international expansion and increased sales and marketing efforts.