Interesting research from Twitter and Compete (a Kantar Media company) studying how brand exposure on Twitter can influence potential car buyers in the UK. It’s called the “Tweets in Action – Auto Study.”
Involving 1,800 twitter users they chose three comparative groups (the first two being control groups):
- Average internet users
- Users not exposed to Tweets from a car manufacturer
- Users exposed to at least one Tweet (promoted or organic) by a car manufacturer
The first graphic concludes that users exposed to a brands tweet were 74% more likely to visit a car brands website.
The second that users exposed to a brands tweet were 54% more likely to search for a car brand online.
The third that users exposed to a brands tweet were 83% were more likely to engage in offline lower-funnel activities, such as signing up for a test drive or finding a dealership.
So promotional brand advertising on Twitter works!