October 23, 2014

Twitter Tests Survey Feature for Advertisers

Twitter has just announced a partnership with Nielsen to offer brands the ability to perform studies about brand awareness and the effectiveness of Twitter ads. The partnership will allow advertisers to create brief native surveys to distribute to targeted users in their Twitter network.

Twitter Survey Feature for Advertisers

Brand impact measurement for Twitter is designed to help give brands insights and analytics data about its engagement with users on the site that dive deeper than normal Twitter metrics like number of followers, likes and retweets.

Brand surveys will appear as tweets from @TwitterSurveys within a user’s timeline on both desktop and mobile versions of Twitter, similar to how Promoted Tweets appear. The tweets invite users to take a short survey, which can be filled out within the tweet itself, so users don’t have to go to a new page to give answers.

Brands can use this feature to measure things like brand awareness, purchase intent, or the effectiveness of their advertising or marketing campaigns.

In addition, surveys can be targeted to particular types of Twitter users in the same ways that Promoted Tweets are targeted, so that brands can reach out to the customers most likely to give helpful insights about their industry.

This initiative is aimed at helping brands that use Twitter to engage with customers by offering a more substantial method of market research, without making consumers jump through hoops to offer insights. Though brands have always been able to easily ask questions to those in their network, as well as measure impact through Twitter specific metrics like retweets and likes, these quick surveys may make it easier for brands to calculate and quantify results into actual usable data.

Twitter is currently working with a small group of advertisers to test the survey feature, which it plans to make more widely available to advertisers in 2013.

3 Comments ▼

Annie Pilon - Staff Writer


Annie Pilon Annie Pilon is a staff writer for Small Business Trends, covering entrepreneur profiles and feature stories. She is a freelance writer specializing in marketing, social media, and creative topics. When she’s not writing for her various freelance projects or her personal blog Wattlebird, she can be found exploring all that her home state of Michigan has to offer.

3 Reactions

  1. Hi Annie,

    This is an interesting post. I’ve found that there are so many new things coming out to better help us as small business owners better serve our markets. I think these Twitter surveys are pretty cool. I haven’t seen any in my timeline yet, but now that I’m aware of them I’ll be on the look out for them. I’m also brainstorming now how I can use this feature to engage my existing following and get more traffic and subscribers to my blog. Thanks for sharing this info with us. I appreciate it!

    Ti

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