Twitter is now offering advertisers and brands the opportunity to survey Twitter users directly on the micro-blogging platform.

The new feature, dubbed “Brand Surveys”, forms part of Twitter’s expanding Promoted Product portfolio, and is aimed at providing advertisers with a means to measure the effectiveness of their Twitter campaigns.

Brand Surveys

The surveys will appear in the same way as promoted tweets within the user’s timeline on mobile and desktop.

Twitter’s VP of brand strategy, Joel Lunenfeld, explains: “Users may see a Tweet by @TwitterSurveys, inviting them to fill out a survey directly within the tweet itself. Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys.”

By clicking on the survey tweet, the message expands in the user’s timeline, and brings up a short series of questions. 

Brand impact

Twitter has partnered with Nielsen to analyse the survey results in order to gain further insights into purchasing intent, awareness and other advertising metrics.

“With 400 million Tweets occurring every day throughout the world, consumers and brands on Twitter have a unique opportunity to listen and engage in a variety of topics and conversations,” said Lunenfeld.

“As marketers invest in opportunities to connect with users through Twitter's Promoted Products, we are focused on delivering tools to help brands measure and understand the value of those campaigns.”

Twitter is currently testing the new survey feature with a select few advertisers and plans to make it available to more brands starting in early 2013.

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