Four out of five consumers said they would be inclined to more often purchase a brand after being exposed to its social media presence.
- 83% of consumers exposed to social media would trial a brand’s product.
- Heinz (22%), Kettle (17%) and Twinings (19%) all experienced uplift in sentiment after implementing their social media campaigns.
- IAB calculates that, for every £1 spent in social media, a potential value of £3.34 could be generated.
The research was conducted on behalf of the IAB’s Social Media Council and carried out by Marketing Sciences, measuring the impact of social media at various stages in the purchase funnel. More than 4,500 quantitative survey responses were collected via the brands’ social media pages over an eight week period, and supplemented with a further 800 research panel interviews.