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Twitter Says Promoted Tweets Are Working for Businesses, Including Car Dealerships…
Twitter has released some initial findings from its Nielsen Brand Effect for Twitter beta survey tool, which allows advertisers, including car dealers, their marketing service providers and OEM advertising agencies to measure the impact of their Twitter campaigns on traffic, awareness and branding performance metrics. The results suggest that “Promoted Tweet” campaigns have had their intended effects, driving greater message association, campaign awareness, dealership location association, brand favorability, and purchase intent.
The study cites as validation that across the beta results analyzed, users exposed to a Promoted Tweet impression had an average 22% higher message association than those not exposed to Promoted Tweets. Whether this association can translate into click through and traffic generation remains to be seen.
According to Twitter, the data supports their strategy for automotive advertisers that while Promoted Tweets are priced on a cost-per-engagement basis (similar to Pay Per Click), 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 make, model or dealership brand favorability versus those exposed to the campaign a single time. Finally, those who engage with a dealership or car company’s Promoted Tweet report a 30% higher brand favorability and 53% higher purchase intent than non-engagers. Although it seems to me that this could be attributable to a predisposition of those who engaged with such promoted tweets having an affinity for the make, model or dealership in the first place…
One of the most exciting developments is that the completion of the study has triggered Twitter moving the capability out of beta status and opening it up to automotive marketers and advertisers in the US, UK, and Japan.
Promoted Tweet exposure drives stronger message association.
Across all the Twitter beta studies analyzed, exposure to a Promoted Tweet impression drove a 22% average increase in message association compared to users not exposed to Promoted Tweets. This finding demonstrates that, although Promoted Tweets are priced on a cost-per-engagement basis, advertisers don’t only benefit when users engage. Even a Promoted Tweet impression can be valuable for brands.
Brand lift is amplified by multiple exposures to Promoted Tweets.
Multiple exposures (two or three times) to a Promoted Tweet campaign lead to 10% lift, on average, in brand favorability compared to users exposed to the campaign once. This illustrates the value of an always-on Promoted Tweet strategy to continually reach interested users with brand messages.
Engagement with Promoted Tweets translates to higher brand favorability and purchase intent.
Users who engage with a brand’s Promoted Tweet report on average 30% higher brand favorability and 53% higher purchase intent than non-engagers. This study result highlights the value of an engagement on Twitter and the importance of reaching a relevant audience with compelling Tweet copy to further drive Tweet engagement.
How brand surveys on Twitter work
To create a user experience that feels native to the Twitter platform and increases the likelihood of participation, brand surveys on Twitter are embedded within Tweets. Unlike other major publisher platforms, Twitter does not require a click through to an external site or interrupt the user with a pop-up. Another unique feature of the Twitter brand surveys: advertisers are able to measure and compare survey responses from users who have been exposed across devices – desktop, tablet and smartphone.
More information about how the surveys work can be found here.
Data Source 1: MarketingCharts.com/promoted-tweets-are-working
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