The big question for retailers wanting to get the most out of Twitter is this: Do promoted products “work?”
The post we’ll be referencing [oddly] doesn’t specifically mention promoted tweets, but we not sure how else they could’ve measured folks ‘exposed’ to particular tweets, so we’ll base THIS post on that assumption. This post on Social Times makes the same assumption, so we feel okay about doing so. Or maybe we’ve both been subliminally brainwashed. Regardless:
“Compete and Twitter worked together to understand the impact that Tweets posted by retail companies have on the consumers who see them. Specifically, we wanted to know whether Tweets influence consumer behavior; are people exposed to a retailer Tweet more likely to visit that retailer’s website and eventually purchase from that retailer?”
So they observed the online behaviors of 2,600 U.S.-based internet consumers – folks “who saw tweets from almost 700 different retailers such as Amazon, Nike and Walmart from August to mid-October.”
And they studied the behavior of two control groups comprised of a similar set of consumers who visited Twitter but did not see retailer tweets – folks who were just your run of the mill Internet users. So these folks did NOT see the promoted tweets.
What did they learn? To sum it up and over-simplify it: Twitter works.
Twitter users who were exposed to retailer Tweet[s] visit those retailer websites at a higher rate (95%) than general internet users (90%). . . . Twitter brings people closer to a wide range of interests so niche retailers who engage the highly engaged audience on Twitter often see stronger results than mass retailers.
But are Twitter users who see retailer tweets more likely to make online purchases? Seems the answer to THAT questions iss yes as well.
Based on this data, Compete concludes that “Twitter users arrive on a retail website with a higher intent to buy.”
But to us, the key takeaway is really this: Promoted tweets aimed at a niche audience have the desired effect. Apparently.
Do you agree? Learn more from their complete study here.