Businesses can leverage Twitter to facilitate an ongoing dialogue with customer advocates, prospects, and even the media. But it can be a challenge to build your business’ base of followers. Well, this month, Twitter provided two new tools to marketers faced with the challenge of gaining quality Twitter follows.
Every business that’s trying to grow their brand – and even those looking to build their personal brand – should understand these new tools.
Twitter has created a self-service ad platform composed of Promoted Tweets and Promoted Accounts. If you’re a Twitter regular, you’ve seen these before over the past year or so. But because they were available only in a limited release, you’ve likely not had access to them until now.
Promoted tweets are just as they sound: paid tweets. They are seen in line with the regular content on a Twitter user’s newsfeed, and labeled “Promoted” (along with a Follow link).
Promoted Accounts are (paid) account suggestions that show up in the “Who to Follow” portion of a Twitter User’s homepage.
So want to gain a user base? Put out great content. Then promote those tweets (or your entire account) to the demographic that you are targeting (age, sex, location, even users with interests similar to users who follow someone else). Twitter will indicate the estimated size of your target audience as you set your demographic profile.
You’ll pay when users interact with your account (i.e. follow, click, retweet, reply… you get the idea). As a Twitter advertiser, you’re able to set a maximum daily budget and maximum bid per follow/interaction. You don’t have to show up with a fat wallet to play this game. The minimum daily budget is just $1.00. However, though the minimum bid for Promoted Accounts or Promoted Tweets is $0.01, you should not expect to get exposure at those bid amounts.
Twitter recommends bids of at least $1.50 per engagement (for Promoted Tweets) and $2.50 per follow (for Promoted Accounts). Advertisers can choose to adjust that up and down. In my initial test, a $1.50 Promoted Tweet bid would let me reach about 21% of the target audience I’d defined, while Twitter reported that a $2.50 Promoted Account bid would open my ads up to about 40% of my target audience. Doubling the maximum bid approximately doubled the reach. Of course, to reach those people, I’d have to also have set my maximum daily budget high enough to allow the ads to stay live through the day.
I’m watching as Twitter continues to grow in importance, and I’m confident that these new advertising tools will help a lot of brands make connections that they’ve missed in the past. We’ll have this discussion with our clients as part of our regular marketing meetings. Let me know what you think: will Twitter Promoted Accounts and Promoted Tweets have a role in your Twitter strategy?