Research into the effect of promoted tweets
Posted: Mon Jan 06, 2025 4:49 am
Are the ads really worth it for a brand? A Nielsen study in the US from early 2013 shows that promoted tweets do have an effect.
Nielsen chart
Users who interact with a promoted tweet have an average of 30% higher brand preference and a 53% higher purchase intent than non-engagers. Seeing a promoted tweet multiple times (two or three times) leads to an average of 10% increase in brand preference. In addition, initial analyses indicate that a promoted tweet leads to a 22% increase in association of the message (compared to people who have not seen the promoted tweets). This is interesting for advertisers, because if consumers see a tweet but do not interact, they do not pay anything for a tweet. Nevertheless, such a tweet has an effect and it is actually free advertising. It is no wonder that Twitter does evaluate the promoted tweets on engagement, because these free advertisements are not lucrative for the network itself.
Interestingly, the brand surveys conducted israel phone data for this analysis take place entirely within a tweet. So users don’t have to click through to a survey link and there are no pop-ups.
Brand survey Twitter
Essential for Twitter, but is it enough?
Of course, the question remains how the advertisements on Twitter will work out. At the moment, Twitter is not a listed company, so there are no public figures about their turnover or profit. It is well known that Twitter is financially dependent on investors and not on its own cash flow. The big question is whether the current ad tools and platforms will generate sufficient income. In addition, it is of course the question whether users will continue to experience the promotion as 'organic', or whether it will become annoying spam.
In any case, it is clear that the future of Twitter depends heavily on its advertising revenues. The rollout of the existing tools in Europe and the Netherlands is therefore of vital importance to Twitter. We can therefore assume that, in addition to the current ad platform, there will be more and more possibilities for advertising on Twitter in the Netherlands in the short term. For advertisers and marketers, this offers plenty of new possibilities. Whether consumers are just as enthusiastic about this? Time will tell.
Nielsen chart
Users who interact with a promoted tweet have an average of 30% higher brand preference and a 53% higher purchase intent than non-engagers. Seeing a promoted tweet multiple times (two or three times) leads to an average of 10% increase in brand preference. In addition, initial analyses indicate that a promoted tweet leads to a 22% increase in association of the message (compared to people who have not seen the promoted tweets). This is interesting for advertisers, because if consumers see a tweet but do not interact, they do not pay anything for a tweet. Nevertheless, such a tweet has an effect and it is actually free advertising. It is no wonder that Twitter does evaluate the promoted tweets on engagement, because these free advertisements are not lucrative for the network itself.
Interestingly, the brand surveys conducted israel phone data for this analysis take place entirely within a tweet. So users don’t have to click through to a survey link and there are no pop-ups.
Brand survey Twitter
Essential for Twitter, but is it enough?
Of course, the question remains how the advertisements on Twitter will work out. At the moment, Twitter is not a listed company, so there are no public figures about their turnover or profit. It is well known that Twitter is financially dependent on investors and not on its own cash flow. The big question is whether the current ad tools and platforms will generate sufficient income. In addition, it is of course the question whether users will continue to experience the promotion as 'organic', or whether it will become annoying spam.
In any case, it is clear that the future of Twitter depends heavily on its advertising revenues. The rollout of the existing tools in Europe and the Netherlands is therefore of vital importance to Twitter. We can therefore assume that, in addition to the current ad platform, there will be more and more possibilities for advertising on Twitter in the Netherlands in the short term. For advertisers and marketers, this offers plenty of new possibilities. Whether consumers are just as enthusiastic about this? Time will tell.