Some research by the guys at Convertro gives valuable insights to marketers in terms of paid social media. Compared to other platforms, paid tweets are more successful than organic tweets. The study shows that promoted tweets converted better than twice to organic tweets. However, YouTube is best in introducing new products and supporting consumers purchase decisions.
The report analyzed some 500 million clicks and 15 million conversions during the first quarter of 2014. It tracked the performance of social purchase interactions via the Convertro’s attribution technology amongst their user base. The results show that promoted tweets converted at 3.9%. The unpaid tweets received only a 1.5% figure which makes a difference of 160% that paid tweets generate.
The variance of results can not be seen on Facebook though were paid status updates got achieved 3.1% versus unpaid status updates of 3.0%. Even worse were the figures on Pinterest were paid posts converted with only 0.2% compared to moneyless posts which received 1.1%. So, Pinterest probably needs to rethink their advertising model when unpaid posts (over 80% more successful) do more for marketers than paid posts.
If it wasn’t Twitter, the questions for paid social media would probably even be higher. However, if we look at the overall figure, it is clear that paid posts increase conversion rates by almost 25% – at least according to the stats by Convertro. Maybe you have made your own tests and advertising campaigns with paid social media. If so, maybe let us know if your figures show similar results.