Last week, rumors emerged that Twitter is developing a new ad product that incorporates users’ tweets within ads displayed on the platform – the aim being to mix branded content directly with consumer advocacy.

But what incentives are most likely to turn Twitter users into brand advocates?

High-quality products top the list here – over half of Twitter users identify this as a reason to promote a brand online. But more direct marketing strategies can have a clear impact too; nearly 50% say they would become advocate a brand in exchange for a reward or gift.

Notably, Twitter users over-index the most for some content-related motivations. For example, this group is 50% more likely to promote a brand in order to receive exclusive content (like music or video) – 1 in 5 would.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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