In an effort to increase the tools available to marketers, Twitter is unveiling a new service that will allow them to track the results of their mobile and desktop campaigns.
The new product, dubbed Twitter Surveys, will ask users to fill out a quick survey about a specific brand. The surveys will show up in users’ streams in the same way a promoted tweet does, and will feature a few questions designed to measure the impact of a particular ad campaign.
“Users may see a Tweet by @TwitterSurveys, inviting them to fill out a survey directly within the Tweet itself,” says Twitter.
Here’s how the new surveys will look inside a tweet:
According to AdWeek, marketers will be able to send the surveys out to people who were served with one of their Promoted Tweets, and people who weren’t. This way, they can measure the success of their branding campaign. According to initial tests by Twitter, user engagement (those who completed the surveys) comes in at about 1-3%, which is on par with the normal engagement level for regular Promoted Tweets.
“This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter,” says the company.
Twitter has been upgrading their Promoted Tweets service over the last few weeks to give marketers better ways to target and measure their ads. In September, Twitter add a manually promoted tweets option and new analytics and they also expanded geo-targeting options.
At first, Twitter Surveys will only run for a “small set of advertisers.” Twitter says they plan to expand it to more partners in early 2013.