These days, brands have a tall order to maintain their relevance in the minds of consumers. 

Staying current and connected to what people care about is the key to breaking through. And it can also help brands achieve that essential piece of a consumer’s purchase decision: cultural relevance, a factor that makes up almost one-quarter of a consumer’s purchase decision.¹

Luckily, Twitter can help. While this year may look a little different than we’re used to, big things are still happening. And that means people on Twitter will be talking about them.

And with many of our events and gatherings staying virtual in 2021, this is a great opportunity for your brand to bring in relevant advertising, where a 2019 Magna study showed there’s an 88% correlation between advertising on Twitter and perceptions of a brand’s cultural relevance.²

That goes for all events, like awards shows, your favorite sports leagues, and the season finale of your favorite television series — all major opportunities for brands to connect. 

Your brand should also be paying attention to occasions: holidays and key calendar moments throughout the year, like Ramadan, back to school, Pride Month, and even National Coffee Day.

And, connect with surges in conversations (trends) like virtual group fitness, plant-based food, and cryptocurrency, because they’re not going anywhere, and they’re a great opportunity for building cultural relevance for your brand.

If it’s happening live, it’s happening on Twitter

When there’s an event happening live, there’s no place like Twitter. That’s where people flock for information, insights, and opinions — and to share their own. 

A recent study of digital consumption showed that during major live events, people spend an average of 22% more time on Twitter and 9% less time on other platforms.³ So, when people head to Twitter to see and share what’s happening, the brands Tweeting alongside them are the ones that break through.

Relevance drives results

Need more proof that relevance matters for your brand? We analyzed the relationship between cultural relevance and brand revenue for 100 brands and found a 73% correlation, indicating a strong relationship between the two variables.⁴ And across verticals we found opportunities for brands to build cultural relevance among their competition.

Is your brand leading or lagging? Brands with higher cultural relevance are the ones that found events, occasions, and trends that resonated with their audience and mattered for their brand. Ready to connect? For some added inspiration, head to our 2021 Twitter marketing calendar.