Social media provides a 3:1 return on investment, claims IAB study


For every £1 spent in social media, a potential value of £3.34 can be generated, according to a study by the Internet Advertising Bureau (IAB) into FMCG brands including Heinz, Kettle and Twinings.
Research found four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to its social media presence, while 83% of consumers exposed to social media said they would trial a brand’s product.

The study of the social media activity of Heinz, Kettle and Twinings over an eight-week period found there was a 22%, 17% and 19% uplift in sentiment respectively when a consumer was exposed to the brands’ social media presence.

Uplift in sentiment was measured by asking a control group with no exposure to social media activity how favourable they were towards the brand and measuring sentiment against those who had been exposed to activity.

image: Kevin Dooley

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