🧠 How do brand mentions on Twitter actually impact sales?

Here’s a rundown of #DTCMarketingThisWeek:

Twitter Data: How do brand mentions actually impact sales?

If you’re curious about whether your Twitter presence actually matters, you’re in luck.

Twitter just conducted a new study into the impact that brand mentions within tweets have on actual shopping behaviors and whether in-app product discussions lead to conversion.

Twitter partnered with Publicis to conduct a study of more 9,600 consumers from the US, the UK, India, and Mexico.

Here’s what they found:

✅ 92% of people surveyed actively seek out comments about brands, products, or services on social

✅ 68% said their impression of a brand was changed as a result of experiencing brand conversation

✅ 35% said spontaneous conversation has more impact on purchase decisions than reviews on a product page.

✅ 71% felt much more likely to consider purchasing after a conversation during the “before” stage of their purchase journey.

Gander places UGC where it’s missing — on your site

Meet Gander: a tech startup that allows Shopify brands to embed UGC videos directly onto their product pages.

Gander integrates short videos onto DTC sites to provide shoppers with demos or product info while they’re browsing.

This is all done via their Shopify app, which is said to allow brands to stream video without affecting site performance or load speed.

Like many other UGC platforms, Gander boasts a large creator network, though brands are able to use their own video content.

TikTok Ad Breakdown: Glossier You

Never underestimate the power of a spur-of-the-moment testimonial.

This post by @bitcoin_papi, professing her love for Glossier You, quickly garnered both likes (500k+) and purchases, as seen in the comments.

In fact, the organic post performed so well that Glossier negotiated usage rights to it and is now running it as a paid ad on TikTok.

The ad is extremely simple and genuine: the creator recounts a random jogger’s reaction to her perfume as she was passing by. She also mentions the reaction had by one of her recent dates, urging viewers to get Glossier You ASAP (“It will make everyone you pass attracted to you!”)

👉 Authentic moments like these can’t be manufactured, but you can help make them possible by focusing your TikTok efforts on brand awareness.

👉 Also: product seeding doesn’t hurt either.

#TrendingOnTikTok

Here are the week’s top trending hashtags, sounds, and effects to leverage on TikTok:

You Are Like Papa (Sound)

Creators are using this sound bite from Stranger Things to share relatable situations where they don’t want to hear the consequences of their actions.

My Birken, Another Birken (Sound)

Brands and creators are using this audio to draw comparisons between two similar things (ex: Reels and TikTok)

#LearnOnTikTok

Brands and creators are sharing fun educational content.

Margaritaville x Law and Order

This mashup of Jimmy Buffet’s hit and the Law and Order theme, used to re-enact a time when you weren’t sure how someone would respond, but it worked out in the end.