Twitter Partners With Nielsen To Provide Brand Impact Metrics And New Survey Tool

Want to know how effective your brand is on Twitter? Even better – want to know how to improve your brand’s impact on the platform as well?

Well, your favorite microblogging platform just released a survey tool that could take audience targeting to the next level.

Say hello to Twitter’s new brand surveys! We told you they were coming and here they are:

Brand surveys on Twitter leverage industry-standard Nielsen Brand Effect methodology including pre-campaign creation of test/control groups and post-survey analysis. Advertisers can measure perceptions among followers and “engagers” (users who engage with the advertiser’s Promoted Tweet through a click, retweet, reply, or favorite). Brand surveys can also help advertisers understand how audience perceptions differ among segments, including interest targets, geography and gender in a way that is consistent with targeting options for Promoted Tweets.

How does it look for users? Very LinkedIn-ish. If you’ve never seen the sidebar surveys over on the professional networking platform, just know it looks similar.

Here’s how Pepsi uses it:

“We’ve run brand effect surveys on Twitter for a couple PepsiCo brands, and they’ve allowed us to connect Twitter campaign performance to more standard brand metrics. The survey results demonstrate to us the effectiveness of Twitter Promoted Products, while also providing insight for optimizing future campaigns.”

Will that scale for smaller companies? You tell us! Try it out and hit the comments.

Twitter (of course) shares that its promoted product capabilities are super effective. Promoted tweet exposure drives stronger message association, brand favorability and intent to purchase, don’t you know.

Users who engage with a brand’s Promoted Tweet report on average 30% higher brand favorability and 53% higher purchase intent than non-engagers.


The “non-engagers” must be those angry liberals we told you about earlier. And who wants THEM as customers anyway?

And don’t worry, individual users – “no individual Twitter user information is shared with Nielsen or advertisers.”

(Target money image from Shutterstock)