Chat is key to female brand engagement

Brands and advertisers should use women's love of gossip and talking to engage with them through social media and magazines, according to research from Bauer Media.

The magazine publisher teamed up with independent research agency Clear to survey 1,000 women aged 18 to 44 about the ways they communicate.

The research, launched last week, examined how brands can engage with a female audience across print and digital platforms.

It claimed women use social networks such as Facebook to create an out-ward persona, which is shaped by the brands they choose to 'like'.

Bauer Media also reported that the ways women engage with brands and media on Twitter contrasts with their engagement on Facebook.

Lucie Cave, editor of Bauer's flagship celebrity title Heat magazine, said: 'Twitter users are generally much more acerbic and often ruder in their comments, whereas Facebook users are gentle and genuinely seem to want advice.'

Bauer's research revealed that busy women have replaced 'full conversations' with 'snack' chats through media such as BlackBerry Messenger, and that women's conversations are more multi-topical and interactive than those of men.

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