Select Page

Twitter-Promoted-Tweet-Campaign-Results-Mar2013Twitter has released some initial findings from its Nielsen Brand Effect for Twitter beta survey tool, which allows advertisers to measure the impact of their Twitter campaigns on brand metrics. The results suggest that Promoted Tweet campaigns have had their intended effects, driving greater message association, brand favorability, and purchase intent. For example, across the beta studies analyzed, users exposed to a Promoted Tweet impression had an average 22% higher message association than those not exposed to Promoted Tweets.

That means, according to Twitter, that while Promoted Tweets are priced on a cost-per-engagement basis, advertisers can also benefit even when users don’t engage.

In other positive results touted by Twitter, multiple exposure to a Promoted Tweet campaign generated an average 10% lift in brand favorability versus those exposed to the campaign a single time. Finally, those who engage with a brand’s Promoted Tweet report a 30% higher brand favorability and 53% higher purchase intent than non-engagers, a finding that could in part be attributable to those engaged users already having an affinity for the brand.

Twitter has moved the capability out of beta and made it available to advertisers in the US, UK, and Japan.

More information about how the surveys work can be found here.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match