10 reasons why your brand need to leverage social insights to unlock cultural relevance and drive impact.

The impact of cultural relevance for brands is a crucial aspect of effective marketing. By connecting with and understanding the values, beliefs, and customs of their target audience, brands can create more personalized and relevant experiences for their customers, leading to increased satisfaction and loyalty. This is especially important in today's global market, where cultural relevancy can give businesses a competitive advantage.

One way for brands to become more culturally relevant is through the use of social listening to gather insights from online conversations on platforms such as Twitter. By analyzing these conversations, brands can gain a deeper understanding of the cultural experiences, values, and concerns of their target audience, which can help them create more targeted and effective marketing campaigns.

A study* by MAGNA, commissioned by Twitter, found that cultural involvement plays a significant role in a consumer's purchase decision, with it accounting for 25% of the decision.

Leveraging spontaneous conversations can help brands unlock cultural relevance and drive impact through various means, including:

1. Improved customer experience

By understanding the cultural needs and preferences of their customers, brands can create more personalized and relevant experiences for them, leading to increased satisfaction and loyalty.

2. Enhanced brand desirability

By demonstrating cultural sensitivity and understanding, brands can build a positive reputation within their target market, leading to increased loyalty and advocacy.

3. Increased market share

By targeting specific cultural groups with relevant marketing messages, brands can attract new customers and increase their market share.

4. Greater customer loyalty

By demonstrating cultural sensitivity and understanding, brands can build stronger bonds with their customers, leading to increased loyalty.

5. Increased brand awareness

By demonstrating cultural sensitivity and understanding through marketing campaigns and communication, brands can build trust and credibility with their target audience, leading to increased brand awareness and positive associations with the brand.

6. Greater resonance with target audience

Cultural relevancy allows brands to create messaging and campaigns that resonate more deeply with their target audience, leading to increased engagement and conversion rates. 

7. Targeted marketing

By using social listening to track and analyze online conversations, businesses can gain a better understanding of the cultural preferences and values of their target audience, helping them create more targeted and effective marketing campaigns.

8. Competitive advantage

Cultural relevancy can give businesses a competitive advantage in today's global market by helping them differentiate themselves from their competitors.

9. Greater customer satisfaction

By understanding and respecting the cultural differences of their customers, brands can create products and services that are more tailored to their needs and preferences, leading to increased satisfaction.

10. Foster a positive company culture

Customers are more likely to become advocates of a brand if they feel a positive connection to the company and its values. Brands should strive to create a positive company culture that resonates with their customers.

In a nutshell, cultural relevancy through social listening is an important tool for brands looking to connect and understand their target audience. For instance, by gathering thoughts expressed on Twitter, brands can create more relevant and meaningful experiences for their customers and drive impact.

Seddik Cherif - Head of Insights at Twitter France