FMCG brands are the kings of Twitter marketing. They thrive on viral content and ride the waves of topical news stories, attracting their most engaged Twitter audience.
But are they missing a trick by not taking into consideration a whole set of audience bigger than that of a prime time news channel?
The ‘big four’ retail grocers (Tesco, Sainsburys, Asda and Morrisons) have a combined Twitter audience of 1 million, and if brands aren’t reaching that audience, they are losing out on a big number of potential brand advocates.
FMCG brands and retailers are notorious for having a shaky relationship. Brands are well aware that having a stable foundation with their retailer is key, especially if they want to focus on engaging with their customers.