Banks dominated the top 10 list of the most engaged brands on Twitter in Australia this year.
NAB, ANZ and Commonwealth Bank joined the conversation around significant events and also used the platform to front customers during the royal commission.
NAB topped the list, followed by Xbox, ANZ, Samsung and Hyundai. Apple came in sixth, largely due to its live streaming of major events, followed by Optus Sport, Telstra, Commonwealth Bank and Hoyts.
Top 10 brands on Twitter
This year is the first time Twitter has looked at engagement, which takes into account retweets, likes, replies and video views, rather than only mentions of a brand handle, which skews towards brands that use Twitter for customer service.
Banks have led the way in making the most of this value by joining big conversations, such as the FIFA World Cup. They’re also using the platform to connect with customers as they face heat in the news for revelations coming out of the banking royal commission that began last December.
Speaking to AdNews, Twitter managing director Suzy Nicoletti said brands now better understand the value the platform offers them.
“Banks are generating a lot of conversation by really thinking about the moments that matter and aligning with them,’ Nicoletti said.
“There was about 115 billion impressions of tweets during the World Cup and NAB did tremendously well to get involved in the conversation.”
NAB, which is a sponsor of the Socceroos, hosted its #AskOurSocceroos campaign, allowing fans to connect with players.
The bank also hosted thought leadership pieces around the Federal budget in May on Twitter.
“They’re a very clever brand in terms of what’s happening and looking for the big moments,” Nicoletti said.
ANZ continued its high-profile involvement in the Mardi Gras celebration.
It was the first Australian brand to launch a branded emoji with its #GAYNZ hashtag in 2016 and this year it came out with its #SoMuchYay campaign.
Nicoletti said it's a sign brands in Australia want to talk more about their purpose to customers.
As banks’ misconduct comes to light during the royal commission and senior staff exit the businesses, banks have also been using Twitter to repair their relationship with customers.
CEOs of big banks have been able to make themselves accessible and offer their point of view during what’s been a “difficult” time for the banks, Nicoletti said.
NAB CEO Andrew Thorburn posted an apology video on Twitter and offered his personal handle for users to message him with questions.
This week we’ve been confronted at the Royal Commission with examples of where we have failed to serve our customers with honour. I’m sorry. And my commitment is that we will learn and get better, so we can once again be a bank you respect and trust. pic.twitter.com/yMGq7icgVu— Andrew Thorburn (@AndrewThorburn) August 9, 2018
Video core to Twitter in Australia
Nicoletti said video remains core to the platform in Australia with brands able to generating traffic through live streaming events.
Apple was a notable entry in this year's top 10 list, with its live stream of its keynote event.
“Video is really the cornerstone product on which we built the Australian office when we launched five years ago,” Nicoletti said.
“We’re one of the global leaders in terms of percentage video of overall revenue. It’s really integral to a lot of offerings we bring to life in Australia.”
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