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Market report: heated tobacco and social media networks in Italy

Photo credit: Serge WOLFGANG
Published: 10th June 2020 | No. pages: 20
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Description

In addition to being one of the most important heated tobacco markets, as well as one of the oldest, Italy is also one of the countries where heated tobacco brands have the most social media accounts. The report explores how brands use Instagram, Facebook, Twitter and other social networks and how they have interacted (or not) with their clients over the last year, comparing the accounts belonging to IQOS and Glo.

TobaccoIntelligence does not provide legal, strategic or investment advice. Tamarind Media Limited, the publisher of TobaccoIntelligence,
does not accept any liability or responsibility for information or views published.

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Reasons to buy

Social networks are highly developed in Italy and play a major role in society. If you are interested in the role that social media plays in the heated tobacco world, and the different strategies and social media platforms that brands are currently utilising, then this is the report for you. It offers analysis and insights into some of the biggest and most popular platforms and how some of the larger brands in the Italian market use them.

Table of contents

1 Executive summary
2 Introduction
3 Social media usage
4 Instagram
5 Facebook
6 Twitter
7 Other

Methodology

All data for this report was collected in-house. The methodology for data collection was different depending on the social network as each have different search engines with varied functions within. Facebook posts on the brands’ official accounts were collected and those with more than two likes were further analysed. Instagram posts that used specific hashtags were analysed – both from the official accounts as well as non-official accounts – in terms of number of likes and type of account. Twitter was searched by specific words contained in tweets, with posts of more than two likes being used as part of the data sample.

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Description

In addition to being one of the most important heated tobacco markets, as well as one of the oldest, Italy is also one of the countries where heated tobacco brands have the most social media accounts. The report explores how brands use Instagram, Facebook, Twitter and other social networks and how they have interacted (or not) with their clients over the last year, comparing the accounts belonging to IQOS and Glo.

TobaccoIntelligence does not provide legal, strategic or investment advice. Tamarind Media Limited, the publisher of TobaccoIntelligence,
does not accept any liability or responsibility for information or views published.

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