Connecting to culture

The Canadian POV

There’s more to culture than you’d think. Eighty-one percent of Canadians feel culture is something other than just the traditional (including music, TV, fashion, sports, current events, and politics). 

Canadians are passionate and informed about current events (e.g., the Grammys, #TacoTuesday), trends (e.g., organic foods, healthy living), and causes and movements (e.g., climate change, equality). 

Overall, sixty-five percent of Canadians feel brands should get involved in these conversations about culture, and it’s even higher among Twitter users.

Twitter drives culture

Eighty percent of Canadians on Twitter say social media plays an important role in representing what’s happening (+31% higher than the Canadian average).

There are lots of ways Canadians feel brands can improve their relevance

• 84% customer focus 

• 64% staying current 

• 80% philanthropy

What’s in it for brands?

Canadians prefer brands that are culturally relevant.

Being involved in culture drives purchase decisions and participation in events, trends, and issues/movements can all have a major impact.

The cultural phenomenon is unique to Twitter

Cultural ads in culturally focused environments like Twitter increase willingness to pay more than standard ads. The same can’t be said about other premium websites. 

How to tap into culture to win on Twitter

• Do your homework: ensure you understand the conversation, and plan for what’s coming up 

• Connect through shared passions and bring Canadians closer to the events they care about 

• Promote trends that define today’s culture 

• Support social issues that benefit everyone

Methodology