For the first time, statistics behind Twitter’s advertising products in the UK have been made public, curtsey of computer games manufacturer Electronic Arts (EA), and the engagement levels have been way above average.
EA became the second UK brand (behind Sky) to use the ‘promoted tweet’ service that has already become popular with the American market, and has released statistics to show that it’s campaign reached an engagement level of around 11 per cent, well above Twitter’s average of 3 to 6 per cent.
Promoted tweets are ordinary tweets purchased by advertisers who want to reach a larger audience, or to drive conversation from their existing followers. Appearing at the top of relevant search results pages on Twitter, they are twitter’s answer to turning a profit, whilst remaining unobtrusive to users.
The campaign was launched to promote EA’s latest edition to their football franchise, FIFA 12. Alongside their promoted tweet advertising, they also ran a #fifasundays promoted trend, which too achieved a much higher than average level of engagement – over 8 per cent, compared with a benchmark average of 1.5 per cent.
Measurement of success
Success at this level comes at a good time for Twitter, as questions begin to rise over the effectiveness of their advertising products. However, EA’s campaign has come to show that, when timed right, it’s an advertising platform to be reckoned with. A combination of time-sensitive ads with a direct call to action helped EA increase their Twitter following by over 25,000, providing them with a platform to continually reach a huge user base with very little, if any upkeep cost.