In an ideal world, we’d be the only brand our Twitter followers are interested in. That’d make our lives as marketers way easier.
According to Simply Measured’s new research, that’s not the case. We looked at the most recent 100,000 followers for each of the ten most-followed brands on the Interbrand Top 100 Global Brands list, and found that there’s plenty to learn from the users that follow more than one brand.
Starbucks and H&M
While it’s not surprising that brands from the same industry see such a large overlap with one another (the full report contains a deep-dive look at the audience characteristics of people who follow the three fashion brands on the list), we found it interesting that H&M shares 16% of it’s audience with Starbucks, even though Starbucks saw less than 5% overlap with any of the other brands on the list.
Research on Twitter Users Who Follow Brands
A big reason for this overlap is how closely their customers mirror one another. Around 40% of Starbucks sales come from young adults age 18-24. This is their fastest growing segment. This same demo group accounts for almost 30% of the traffic to H&M’s website. Pretty attractive group for marketing teams: we’re talking about young, upwardly mobile folks with some disposable income.
They also target similar physical locations: downtown or suburban retail centers. Starbucks may be everywhere, but you’re going to have a hard time finding an H&M that doesn’t have a Starbucks on the same block or in the same mall.
Understanding these overlaps is critical insight for marketing teams, especially at this scale, because it gives a more holistic understanding of the spending habits and interests of an audience segment. Social media gives us an even richer snapshot of who these customers are, and what they care about.
More Audience Insight
This free report gives a snapshot of several other important aspects of the Twitter user-base and helps answer some important questions.
- Why do users follow specific brands?
- Which users are following brands, and what are their interests?
- How often do users who follow brands Tweet?
- Why is audience analysis so important?
It also uses the fashion brands (H&M, Burberry, and Louis Vuitton) as a case study for why competitive audience analysis can be beneficial for social marketers.
Click the button below to download the full report, and be sure to download our Audience Analysis Guide for tips about analyzing your own audience.