IAB says social media provides a 3:1 return on investment
IAB UK research has found that four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to its social media presence, while 83 per cent of consumers exposed to social media said they would trial a brand’s product.
The study of the social media activity of UK brands Heinz, Kettle and Twinings over an eight-week period found there was a 22 per cent, 17 per cent and 19 per cent uplift in sentiment respectively when a consumer was exposed to the brands’ social media presence.
Uplift in sentiment was measured by asking a control group with no exposure to social media activity how favourable they were towards the brand and measuring sentiment against those who had been exposed to activity.
The research was carried out by Marketing Sciences on behalf of the IAB’s Social Media Council and collected more than 4,500 responses.