Engagement creates emotional attachment.
The public nature of Twitter means that interactions are visible to all users, and a customer’s problem being solved or a witty, fun interaction can create a positive view of a brand. Connecting with people creates an emotional attachment that can positively impact people's willingness to pay.
Engagement reaches less frequent shoppers.
A well-managed Promoted Tweet campaign that engages users can encourage even infrequent users to shop: @Target created an 8% increase in shopping intent amongst those who shop only once a month with Promoted Tweets, according to a Nielsen study.*
Promote and engage.
The research demonstrates that the most effective formula for building positive brand sentiment is Promoted Tweets plus interaction. Promoted Tweets that encourage users to respond and a brand that responds to these Tweets create positive associations with the brand much more effectively than promotion alone.