Twitter Invites All Advertisers on to the Nielsen Brand Bandwagon
The folks at Twitter just moved the Nielsen Brand Effect survey tool from the closed beta side of the board to the open to all side of the board — “all” meaning, anyone who pays for a Twitter ad campaign.
If you’re not convinced that Twitter’s Promoted Tweet system is right for your company, they’ve also published testing results that might nudge you their way.
First, here’s a look at the survey tool. It’s pretty nifty.
Twitter has labeled these bad boys “Brand surveys” but the name and this graphic might be misleading. The image makes it seem as if only Twitter can ask brand-related questions, as in “which brand do you prefer.” I assume the survey widget can be used by anyone with a Twitter campaign to ask any question, such as “which of our flavors do you like best?”
What’s nice about the survey layout is that it shows up right in the Twitter stream. No pop-ups (yeah!) No clicking outside the system to reply. That means you’ll get more replies and ipso facto – better results.
In addition to simply calculating the responses, the system will also deliver the results based on a variety of segments such as gender, type of device used, and location.
Here’s where Twitter wants to make it totally clear that they are not handing over any specific Twitter user data. Privacy first and always.
Promoted Tweet Study
If you want to send a brand effect survey, you have to advertise on Twitter. Sure, you could just keep plugging along for free but Promoted Tweets are more effective. Twitter has the survey results to prove it.
1. Promoted Tweet exposure drives stronger message association.
On the most basic level, seeing a Promoted Tweet increased “message association.” Here’s my guess on how that worked. They showed participants a bunch of brand Tweets, some were Promoted, some not. Then they asked people to match the brand to the Tweet and they were 22% more successful on the Promoted messages. Or. . . something like that.
The takeaway here is that Promoted Tweets promote brand awareness even when people don’t click. Makes sense. I believe it.
2. Brand lift is amplified by multiple exposures to Promoted Tweets.
Brand Lift means more of whatever we were looking for. If you were hoping more people would choose your company over the competitor, multiple Promoted Tweets are more likely to make it happen – by 10%. So, 2 or 3 times is better than once. (I feel like I’m in an ATT, “It’s not complicated” TV spot.)
Logically, this should apply to non-promoted Tweets as well.
3. Engagement with Promoted Tweets translates to higher brand favorability and purchase intent.
This one is kind of backward in the logic, but let’s run with it. People who engage with Promoted Tweets (and I imagine, any kind of Tweet) have higher brand favorability and purchase intent. Well, sure, because if I clickthrough, I probably already have an interest in the brand.
The bottom line for all of this is simple – when it comes to Twitter or chocolate – more is always better.