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Brands aren’t giving up on Twitter just yet, but they are shifting their focus

““We’ve always looked across the spectrum, talked to our customers where they are and never gone all-in on one platform versus another,” he said. “But since our brands and properties lend themselves to visual content, more customers are now talking to us on platforms like Instagram than before.”

Brands routinely take to Twitter to jump in on live, topical and real-time discussions, but that doesn’t mean that the platform has worked for them from a paid perspective. In fact, according to a September 2016 survey by RBC Capital Markets, marketing departments are increasingly unwilling to advertise on the platform. Thirty percent of the respondents didn’t spend any money advertising on Twitter, up 5 percentage points from February 2016.”

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Brands aren’t giving up on Twitter just yet, but they are shifting their focus