Twitter 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.