Twitter, the social network set up by US bloggers in 2006, as exploded in popularity and become an Internet sensation. Users of all stripes, from average folks to big-time celebrities, have embraced the medium as a great way to keep in touch with friends, family and fan bases.
It was originally intended for communication among individuals, however, a number of increasing organizations have begun to actively participate on the platform.
Given that Twitter is a platform supports nearly limitless applications for business use, for many years the perception has been that is not a serious way to market and advertise.
Nowadays, Twitter is quickly developing into a useful tool for marketers working in small and midsize companies that lets you instantly get the word out about your product, service, and projects.
Twitter currently hold over 500 million users, and is still growing, this platform is quietly emerging with its own business model that is perfectly suited to both desktop and mobile.
Twitter, recognizing the massive opportunity, began offering number of advertising models in the form of promoted tweets, accounts and trends that enable you to target current and potential customers in an attempt to increase your business awareness.
All you have to do is to decide what you want to do with your campaign. In other words, what is your end goal for your Twitter advertisement?
What are Promoted Accounts?
Promoted Accounts allows you to promote your brand name and will help you increase the number of followers your account has. They are the suggested accounts you see to the left of your Twitter stream and beneath your Twitter stats. Here, Twitter will analyze your current followers (these are people who have indicated an active interest in your brand and who want to hear more from you.) to look for people with similar interests, and when they find a match, they’ll suggest your account in the user’s “Who to Follow” or suggestions for you as it is called on the site.
Promoted Accounts is a great way to increase the targeted followers of your Twitter account quickly, especially if you are new to Twitter or simply want to expand your audience. Promoted Accounts are offered on a CPF (Cost-per-Follow) basis. They carry a minimum CPF of $0.50 and a suggested CPF of $2.
You set the price you’re willing to pay for followers, provide some keywords to help target the right people, and your Twitter follower count will start increasing rapidly. The price per follower depends on your targeting, but you can expect $2.00 – $4.00 per new follower. For local campaigns we have seen it on the lower end of $0.50 per follower.
Twitter promotes its “Who to follow” feature heavily, with a tab at the top of every page. So “Promoted Accounts” are always in front of users. In the screenshot below, RT is a promoted account, with the small “promoted” icon underneath it.
What are Promoted Tweets?
Small businesses wanting to expand the reach of their message plus increase follower base should consider Promoted Tweets. Promoted Tweets gives advertisers the ability to promote an existing standard tweet to an audience of your choice. These tweets used to only show up in the search results, which meant limited exposure. Promoted Tweets are generated directly from your own tweets; Twitter will monitor your account for engagement and promote your best tweets to the top of a user’s feed.
In other words, Promoted tweets are exactly that tweets you have already tweeted that you wish to promote. They appear in timelines and search results. These ads can be targeted by interests, gender, device, geography and similarity to existing followers.
You’ll pay per engagement (Cost Per Engagement or CPE), which means when someone clicks on a link in your tweet, replies to you from it, retweets it, or favorites it. This typically cost between $.50 – $2.00, depending on your targeting. Promoted Tweets carry a minimum CPE of $0.10 and a suggested CPE of $0.50.
So you will only pay when users interact with your ad by clicking, replying, retweeting or favoriting your tweet. You could use promoted tweets to create greater brand information, reliability and greater sales generation.
Businesses use promoted tweets to spread brand awareness among Twitter users. Twitter will promote your best tweets to a specific audience identified to be appropriate to follow your business. They are also suggested to tweeters when they search specific terms on Twitter; the tweet in question will then appear at the top of the page. Anyone who appears to be interested in your industry could see your tweet.
What are Promoted Trends?
Promoted trends allow you to serve up a trend of your choosing in an effort to make it go viral. Here, you can use a trending topic to drive interest and engagement around your brand or product you want to promote.
A Twitter trend is a particular topic that is very popular at a given moment among users. If a topic is trending, users will be easily able to see it on the left hand side of their timeline.
Promoted Trends are generally viewable on the homepage of Twitter users as long as these are being advertised. Promoted trends are a 24 hour takeover of the top trends spot with millions of daily impressions. But the current cost of a Promoted Trend for a day is a whopping $120,000to $200,000. Still, if you’re looking for massive exposure in a short amount of time, promoted trends are your best friend. This allows advertisers to take ownership over specific keywords on Twitter. And this is 100% about brand awareness
Brands use Promoted Trend to spread awareness among Twitter users. A Promoted Trend will probably help you reach the most people – so make sure you use a great #hashtag. They are suggested to tweeters when they search specific terms on Twitter.
Investing in growing your follower base and exposing your tweets to more Twitter users can be a great way to help generate more exposure for your content and can actually drive leads and sales to specific types of offers.
Each of the three should be done to complement an overall strategy as un-engaging content won’t magically become interesting if it’s put in front of a large audience.