Twitter Brand Surveys Give Marketers More Insights Into What Is and Isn’t Working

The social network aims to provide reports 10 days from the end of campaigns

Twitter Brand Surveys help marketers learn how the frequency of their ad exposure affects brand metrics
Oleksandr Hruts/iStock

Twitter rolled out Twitter Brand Surveys for all managed accounts in Brazil, Canada, Japan, the U.K. and the U.S.

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Dianne Francisco, who works on product marketing for the social network, and product manager, revenue products Lauren Perini said in a blog post that the feature was developed with the idea of giving brands running campaigns of all sizes the ability to determine which specific tweets in their campaigns drove the highest lift.

They added that since Twitter Brand Surveys is a first-party solution, the social network is able to offer low minimum spend requirements, while still providing brands with statistically significant results.

Twitter developed a proprietary creative attribution model to help identify the promoted tweets or in-stream video ads behind high and low brand lift, enabling brands to sharpen their future creative strategies.

Francisco and Perini said marketers can also use Twitter Brand Surveys to learn how the frequency of their ad exposure affects brand metrics, or to understand the lift in message association for their brands and their competitors.

They added that the social network’s goal is to provide reports to clients within 10 business days of the end of their campaigns.

Jewelry brand Pandora teamed up with Twitter and Mindshare on a campaign to drive awareness for its Reflexions collection, using Twitter Brand Surveys to uncover statistically significant increases in campaign awareness, consideration and tweet recall.

Pandora chief marketing officer, Americas Charisse Ford said in the blog post, “Twitter let Pandora showcase the new Reflexions collection through multiple unique and engaging formats. Twitter’s receptive audience engaged with, shared and talked about our creative assets, ultimately driving brand lift metrics that we strive for during a new product launch.”

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