Twitter has published a report, named #RealTalk: The state of brand behavior on Twitter and what’s coming next. The report looks at how brands can maximise their success on the platform, based on evolving consumer trends and expectations in the app.

Twitter has analysed 10 years of Tweets from and about brands and all-new research, in partnership with industry-leading researchers at Sparker and data scientists from Pulsar Consulting, which spans eight countries and surveys the evolving opinions of people on Twitter have about brand behaviour.

Created by the brand strategy experts at Twitter Next, #RealTalk provides a new, data-informed look at what it takes to achieve brand distinction on Twitter (and beyond) including:

• Tone: how to create a uniquely ownable voice.
• Topics: knowing when your brand has the right to join a conversation and how people on Twitter want you to do it.
• Community: authentically engaging with your most important communities to build brand love.

The report is available to download here.