In a time of upheaval, many brands are asking themselves the hard questions: Is now a good time to launch a new product? Can we use messaging that’s lighthearted and playful at a time when people are neither? What’s the best way to stay agile in the face of uncertainty?
At Twitter, we’ve seen how conversations can make a difference.
We’ve been humbled and inspired by the brands across Southeast Asia who have stepped up over the past few months to lead the way for others.
We’ve also seen that conversations can drive business results for your brand.
According to a recent Twitter study, a 10% increase in brand conversation could increase brand sales revenue by up to 3%.1
For brands considering how to take action during this time, we’ve got you.
Here are seven strategies and insights that draw on the best practices from the most effective brand activations on Twitter so far this year.
These strategies draw from the recent success of leading brands across Southeast Asia who understood the customers’ mindset and today’s new landscape before taking action.
So, how did these brands succeed?
1. Lead by listening.
The brands that have thrived understood that people want brands to be communicative, supportive, and people-first.
In APAC, 83% of people on Twitter think that brands should be pledging money/aid/supplies to help people.2
People also want brands to be supportive — one of the things people are looking for during this challenging time is payment or financial terms support. In APAC, 88% of people on Twitter users in APAC think that brands should be offering flexible payment terms (e.g. instalments, payment plans, etc.).3
Leading brands take the time to understand their customers’ mindset first, before jumping in to help.