New data show that retail events and auto shows are key drivers of consumer conversations on Twitter.
The research, conducted by Canvs on behalf of Twitter, found that tweets in which people consider specific makes triple during retail events such as truck month or year-end sales.
The same was true for auto shows, where consumers are bombarded with the hottest upcoming vehicles. Make-consideration tweets double during auto shows, according to the research.
Canvs, developed by Mashwork, is a platform that provides social media audience insights for TV marketers. Canvs looked at branded and unbranded car conversations that are public on Twitter, Facebook and Tumblr over 12 months.
According to Twitter, “Canvs then identified and quantified the top topics and drivers of conversation, and sorted them all into the various steps consumers take when purchasing a new car.”
The daily, real-time conversations centered on autos on Twitter are extensive.
More than 327,000 auto-related tweets are sent out daily, touching on everything from car shopping to “owning, wanting and loving cars.”
How automakers and their dealers tap into these conversations, which occur at various levels of the purchase funnel, is crucial to gaining traction on Twitter. The site suggests aligning campaigns with sales events and new-model reveals.
“Like never before, marketers have this ability to see user intent. 327,000 tweets a day about people wanting, shopping and owning; that’s an expression of intent we’ve never seen before,” Robert Pietsch, head of auto at Twitter, said in an interview Tuesday.
He added, “What advertisers and marketers are able to do with that is actually look at those signals of people saying, ‘I’m in market for a car, I’m going car shopping,’ and be able to target them with very specific messaging knowing that they’re actually in market for a car.”