Twitter launched its first paid advertising product, Promoted Tweets, in April of 2010 – 4 years after the platform went live. Since then, thousands of advertisers have jumped on board including nonprofit organizations like the US Chamber of Commerce, US Travel Association. Representatives from these organizations spoke on a panel hosted by Twitter in DC to share their experience promoting engagement and activism through Twitter’s promoted products, an expanding group of products available for advertisers.
Twitter’s Promoted Products were developed to organically penetrate a Twitter user’s experience, in one of three ways:
- Promoted Tweets, the original paid promotion, help extend your reach on Twitter, ensuring your Tweeted message is in front of the right user at the right time.
- Promoted Accounts are designed to scale followers, adding more advocates and influencers to your community.
- Promoted Trends create awareness driving buzz and engagement at scale.
Just like any “traditional” marketing campaign, it’s important to think about the goals of a Twitter campaign – what are you trying to accomplish? Build a following? Promote an action? Raise money? Gain attention for an upcoming event or rally support for a piece of legislation?
The power of ads on Twitter lies in the power of Twitter itself: urgency, immediacy, and relevance. Twitter is proud to boast that the killing of Osama Bin Laden was broken (and confirmed) on Twitter hours before President Obama made his official address. Planned Parenthood activated an emotionally charged nation through a Promoted Tweet to get donations during the Susan G. Komen/Planned Parenthood funding controversy. As 1.3 million Tweets referencing the situation sped across the internet, Planned Parenthood’s Tweet asked for donations.
Based on a second-price auction structure, Promoted Products are bid for in a way similar to Google AdWords, but the placement you’re bidding for is the perfect follower/user based on the Twitter Interest Graph, a way to find people that are a match for your organization through demographics, past Tweets or people they follow. This ensures your Tweets aren’t wasted. And, you only pay for clicks, follows or Retweets (model dependant).
It’s compelling to think about how one platform of engaged users could be mobilized to make a difference using a platform they already use and love.
Have you thought about advertising on Twitter? What are your questions/concerns?