Study: Political tweets drive campaign donations

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In general, the average Twitter user is 68 percent more likely to visit a campaign donation page than the average Internet user, according to a new study Twitter commissioned through internet marketing research firm Compete.

But when Twitter users are exposed to political tweets, that number increases to 97 percent. Unsurprisingly, repeated exposure makes users more likely to take action. 

The study found that these findings held true across party lines, despite indications in other recent studies that Twitter users are more likely to be Democrats than Republicans.

Twitter opened up its promoted products line of advertising tools to political campaigns last year, and both presidential campaigns have made extensive use of promoted tweets, promoted accounts and even promoted trends. The first two allow for micro-targeting of Twitter users by demographic or search, and more recently by how Twitter places users in interest categories. The third option, the promoted trend, is a national ad buy that the campaigns have so far only used for big events such as the nominating conventions or the presidential debate last week.

But for political advertisers on Twitter, the best news from the study is that users click through to donation pages on political sites at greater rates than to other pages on political sites. 

That could be because more political tweets are asking for donations than pumping out informational links, but the study notes that this does mean Twitter is doing more than moving traffic — it is potentially driving action.

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