UK consumers want 'caring' tone of voice from brands - Twitter survey
Consumers are expecting brands to have a more caring tone of voice in their messaging post-pandemic, a new study by Twitter has shown.
The social media company surveyed 1,000 UK users in June and discovered only 7% are happy with brands continuing with their regular tone of voice.
The company had also surveyed Twitter users in March when the pandemic was still in its infancy in the UK, but when knowledge about it was at a fairly low level and there was a lot of fear. Trade paper Campaign reported that at the time, respondents said they valued a very informative tone over everything else. They were seeking accurate information above all.
But when asked the same question in June, they were looking for a more caring and supportive tone, which is important for brands to be aware of.
For the study, the company also analysed billions of tweets and said the current mood in society supports the survey findings.
It seems that consumers are currently increasingly willing to talk about mental health, about making the most of a slower pace of life and supporting communities.
The company said tweets around helping vulnerable people and neighbours have grown by more than 400%.
There has also been a spike in the existing discussion of the Black Lives Matter movement since the death of George Floyd in May.
Sara Picazo, head of UK ad research at Twitter, told Campaign: “Brands will be held accountable by their consumers and so they should hold themselves accountable. Consumers prefer progress over perfection as long as you are seen to be honest and intending to move in the right direction.”
She believes that brands need to avoid sidestepping “difficult conversations because of an imperfect past. Honest progress is appreciated over perfection – this seems to be what consumers really value this year and moving forward”.
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