Samsung followers were more likely to also follow Microsoft than also follow Apple, and the crossover between giants Microsoft and Apple is surprisingly small.
The likelihood of following all three is very small, much like in our automotive research above.
Insights for content managers
Content managers searching for a new platform will find these insights helpful.
When we looked at the social media site links being shared most on Twitter by followers of Apple, Samsung, and Microsoft, we found that:
- Links from Instagram, Facebook and LinkedIn were shared disproportionately more by Apple followers
- Links from Reddit and TikTok were shared disproportionately more by Samsung followers
- Links from Vine, Tumblr and Pinterest were shared disproportionately more by Microsoft followers
Looking at this information, content managers can understand a little more about the platforms they might be under-using.
Apple followers seem to be pretty hot on the more traditional social media sites, while Microsoft and Samsung followers seem drawn to what might be called the more ‘niche’ sites, like TikTok and Vine.
Insights for influencer managers
Looking at the top 100 most influential accounts influencing followers of Samsung, Apple and Microsoft followers, we found that:
- Apple followers were most likely to be influenced by internet personalities and entertainment stars
- Samsung followers were most likely to be influenced by professionals (e.g. Elon Musk) and journalists
- Microsoft followers were most likely to be influenced by politicians
You can take these insights one of two ways – either engage more with the influencers your audience are most receptive to, or engage more with influencers that reach people outside of your audience in order to broaden your reach.
Insights for PR managers
Examining the news sources and issues the three audiences Tweet about, we found that:
- All three brands were more likely to share links from liberal news sites than conservative sites
- Apple followers were the most likely to Tweet links from liberal news sites
- Microsoft followers were most likely of the brands to Tweet links from conservative news sites (although most were from liberal sites)
- Samsung followers were the most engaged in societal issues like animal rights, minority and women’s rights and the environment.
Samsung seems best placed to take a stance on one of these issues, although they might wish to research how their audience feels about them before proceeding.