Individuals exposed to social content are two to seven times more likely to increase their spending and consumption than those who aren’t, according to an Ogilvy-ChatThreads study. The sales impact is most pervasive when social content was combined with other types of media, such as PR, out-of-home and TV. Other findings include:
- Out of over 20 channels studied, social content exposure was associated with the largest shift in brand perception during a seven-day period.
- Consumers are seeing relatively little branded social content during their daily routine. Only 24% of the study group reported exposure to social content, compared to a 69% exposure rate to TV ads.