Twitter has released new statistics demonstrating the effectiveness of promoted tweets for brand favorability.
The new numbers come with the introduction of Nielsen Brand Effect for Twitter, a survey tool that Twitter advertisers can use to measure the impact of their campaigns. Though the tool was just released to all advertisers in the US, UK and Japan, it has been in beta mode since last October, which is where the new numbers on the effectiveness of Twitter campaigns were gathered.
Evaluating the beta study results across all campaigns, Twitter finds that users exposed to a promoted tweet average a 22 percent stronger message association than users not exposed to a campaign.
Twitter reports two other results of the survey. The first is that users exposed to a campaign two or three times report a 10 percent lift in brand favorability than those exposed to a campaign once. Finally, users that engage with a promoted tweet have a 30 percent higher brand favorability than those that do not engage. Perhaps more importantly, engaged users have a 53 percent higher purchase intent than non-engagers.
All of these findings are basically what marketers would likely assume would happen with Twitter campaigns, but it is nice to have some numbers to prove this effectiveness. Even better, with the Nielsen Brand Effect for Twitter tool, marketers will be able to gather their own information catered to their brand and users.
The biggest advantage of the brand surveys comes from the fact that they are designed as a native Twitter client and therefore seem very integrated into the Twitter user experience. The iOS screenshot included in the Twitter article indicates a survey inside a Tweet; that doesn’t require the user to go off-site to complete the survey, which likely will mean that more users will complete the marketing surveys.
With such ease of use, the new tool can provide crucial feedback to brands using promoted tweets, and it’s good to know that, on the whole, the promoted ad campaigns are seeing success.
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