Twitter and research firm Millward Brown have teamed up to look at how the social network can be better used by small and medium enterprises (SMEs) to capitalise on festive season interactions.
According to the social network, more than 50% of its users say they are directly influenced by content on Twitter when making a purchase decision. "For small businesses, Twitter is critical for one reason above all others: it drives sales. Our survey found 69% of users made a holiday purchase directly because of content they saw on Twitter," it said in a statement.
The company says more people are beginning to use its platform to aid their shopping online. "Discovery around Christmas shopping happens in a variety of ways for Twitter users - from seeing a Tweet in their timeline that mentions a retailer, to conversations around exclusive seasonal sales.
"Twitter users not only discover this new information, but also act on it."
The social network said businesses can take the following tips into account in order to boost engagement:
Plan for the moments you can predict
Twitter says businesses must consider the moments that will happen during December: from Christmas parties to New Year's Eve - and capitalise with strategic posts related to those moments.
Tweet something worth sharing
"The more you Tweet, the greater your chances of being retweeted by your followers into new networks," the social network adds. "We see much higher engagement when brands utilise rich media, so think about how you can use visual content - photos, Vines, and videos - to catch your customers' attention when they're scanning through their Twitter timeline."
Respond, interact, engage
Businesses are also encouraged to reply when people Tweet about them. "Favourite and retweet positive messages, to thank those who support you. Don't be afraid to jump in and join real-time conversations through hashtags that are relevant to your industry, to get your brand noticed this holiday season."
Celebrate community
Twitter says it gives small business owners the ability to communicate directly with customers, which can be invaluable during the Christmas period. It describes the communication platform as something big brands often do not take advantage of.
Be helpful
Since holidays can be a stressful time for consumers, the social network says Twitter content strategies should address the problems relevant to audiences, and provide useful, tangible solutions. "Most users follow brands for exclusive content, so try sharing insider info, witty observations, behind-the-scenes photos, and unique product previews. Consider some Christmas special offers for your followers."
Tap into the power of curation
According to Twitter, Christmas shoppers are "overwhelmed by choices", so businesses must consider the role they can play as a curator of great gift ideas, tips, or whatever is most relevant to their customers and followers. "Users love bite-sized content and lists that offer value."
Amplify your message
Twitter adds its Promoted Products can help grow followers and reach more customers. "Our suite of ad services helps you reach more of the right people to build your community, share your voice, bring old customers back and new people in the door."