In my previous
blog post, we talk about how Twitter can help you expand your brand’s
presence and mentioned that you can use their Promoted Tweet ad to help you
reach out to those target audience who haven’t heard about your brand yet.
In this article, we’ll delve in deeper why you should try
Twitter Advertising and what are the benefits and advantages you can get if you
will.
So, what is Twitter Advertising?
There are actually three types of Twitter ads, they are:
1. Promoted
Tweets - As mentioned
in my previous blog post, these are tweets that are shown to relevant users
and are marked as “Promoted”. They only
appear to Twitter users whose interests are relevant to that of the brand who
paid for their placement.
For example, if your brand is
selling a social media management tool, your tweet will only appear to those
users whose work is related to Social Media or those ones who tagged themselves
as social media enthusiasts.
Your promoted tweet will appear on
relevant search results, search results for a promoted trends, home timelines,
user profiles, and official Twitter clients.
2. Promoted
Accounts – These are accounts (your brand included) which Twitter can suggest
to their users to follow. For example,
if a user show interest in baking and pastries, Twitter can suggest to him an
account he can follow to get updated with the latest baking and pastry recipes.
Promoted Accounts main goal is to increase follower
count to boost a brand’s visibility.
This kind of ad is displayed in various locations in Twitter such as in
home timeline, who to follow section, and search results.
3. Promoted
Trends – These are actually ad in the form of a hashtag. For example, if you are a social media
company that want to trend you hashtag #CompanySocMedToolLaunch, Twitter will
place this on top of the daily trends and labeled it as Promoted.
All those who click on your Promoted Trend can see
all search results about the tweets others are tweeting about your social media
tool launching.
Benefits of Running Twitter Ads
If you think your organic strategy is not working well, you
can always try Twitter ads if your budget would allow you.
According to a survey,
72% U.S. marketers are confident in their ability to convert with Twitter
video. This is may be because according
to another study,
67% of Twitter users said that they don’t find Promoted Video Tweets intrusive,
they even find it informative.
Another advantage of Twitter Advertising is that their costs
are decreasing. According to Twitter’s quarterly
report, cost per engagement has decreased by 54% year-over-year in the 3rd
quarter of 2017.
However, engagement is increasing. Twitter revealed
that overall ad engagements increased by 99% year-over-year in the 3rd
quarter of 2017. They believe that it is
driven by a consistent mix shift toward video ads impressions. Further, they think this this is also the
result of higher CTR rates across all ad formats on a like-for-like basis.
Another benefit is that Promoted Accounts help your Twitter
users connect with brands they haven’t heard of before. This allows you to reach out to those
prospects who haven’t discovered yet your brand.
Lastly, the ads you run can help you influence your target
audience’s buying decision. According to
Twitter’s data, 41%
of those users who were exposed to an ad in the last 30 days, purchase the product
promoted in that ad.
Final Thoughts
If growing your Twitter organically
is difficult and doesn’t give you great results and conversions, may be it is
high time your try their advertising features.
You can choose the best type that suit’s your needs and then evaluate your
progress if it works for you or not.
Also, with all the benefits and advantages that you can gain
in running an ad campaign, you will be able to learn more on what works better
or works less in marketing your brand in Twitter.
Sources and References:
No comments:
Post a Comment