Brand Visibility: Social media the most influential platform for banks in 2021
Social media platforms remain the most influential platform for brand visibility for banks in the country.
This is according to the 2021 Annual Banking Sector Survey Report by Ghanaian research firm Global InfoAnalytics.
According to the research firm, social media accounted for 35.02% of banks’ brand visibility among customers.
This is a 3 percentage points increase in brand visibility offered by social media platforms to banks when compared to the 32% scored in fourth quarter of 2021.
Billboards came in second place with a brand visibility score of 20.3%.
TV and radio ranked 11.42% and 9.79% respectively.
According to InfoAnalytics, 5.21% of the surveyed customers did not see their banks visible on any of the aforementioned platforms.
Brand visibility measures brand presence that ultimately helps to create brand awareness.
The frequency at which people see or hear about the brand on radio, television, billboard, newspapers and other media platforms is used to measure brand visibility.
The 2021 Annual Brand Health Report by Global InfoAnalytics, is the aggregation of Q1, Q2, Q3 and Q4 reports to asses the overall brand leader in the five key brand matrix namely: Brand Recall, Purchase Intent, Brand Visibility, Net Promoter Score (NPS) and Brand Equity.
A nationwide survey was conducted in all sixteen (16) regional capitals of Ghana, the survey combined both field and online data collection methods with a total sample size of 6,927 bank account holders across the country.
