Tweets do bring in sweets for carmakers. That was the findings of a new study released by Twitter, attempting to show how much tweets are worth. Doing the measurement is Twitter partner and marketing analytics specialist MarketShare, gauging both the direct and indirect effects the social media site had on auto sales for over 20 nameplates -- volume mid-size and luxury compact cars -- that accounted for 34 percent of auto sales in the United States last year.
According to Twitter, the model also includes “broader media mix, and non-marketing factors that influence purchases such as vehicle price and the economy.” In 2013, MarketShare said that that Twitter was able to drive $716 million in auto sales among those 20 nameplates via Twitter Ads, positive brand mentions and amplification of TV ads, as well as the carmakers’ Twitter activity.
The research showed that for every $1 invested, luxury compact cars generated $17.80 in revenue while volume midsize cars generated $7.90. Rob Pietsch, head of Twitter’s auto vertical, in a statement, that with more than 65,000 daily tweets about purchasing or researching a new car, the social media site provide auto brands the “unique opportunity” to connect with in-market buyers intending to purchase a car.
This year’s research emphasized how much Twitter could mean for auto marketers, who can leverage the Internet platform to both build brand awareness and sell their offerings. Twitter has been urging brands to boost the impact of TV ads by tweeting correspondingly.
A user who have tweeted about a certain show is high likely to seen have the ads and becomes an ideal targeted for the brand’s promoted tweets. This approach was well executed and demonstrated by Audi, who did the same thing on the mystery series “Pretty Little Liars” on ABC Family, which was tied to the A3 launch.
The show’s audience demographics – mostly women -- lie within the income range that Audi was looking to target with the A3, which has a starting price of $30,795 including shipping.
“Pretty Little Liars” also has 2.46 million Twitter followers that Audi could reach out to. Aside from running A3 ads during breaks, Audi also directed tweeters to its Snapchat mobile account, where it posted video clues and puzzles serving as previews for the episode.