Twitter launches Promo Tweets
Finally, Twitter has launched its newest service – Promo Tweets, and it has become the hottest topics amongst businesses using Twitter because it seems everyone has become curious to see the results of Promo Tweets.
This advertising platform for promotional tweets has been launched to allow advertisers to bid on keywords on a Cost Per Engagement (CPE) basis on top of Twitter search results. Many people associate promotion with being called into a Manager’s office to be told that they have just been promoted to a higher position in the company. Well in business promotion is also widely used for marketing and advertising – usually a form of discount or targeted campaign that is aimed specifically at creating an increase in demand for a given product or service. So, if you combine the two meanings of promotion and add it with tweets, you get your answer – “promoted tweets” – tweets that are raised in value or importance as an element of a targeted marketing campaign.
So how does it work?
Promotional tweets will be purchased on a CPE basis. Once purchased they will appear at the top of search results acting as a normal regular tweet – it can be retweeted, replied to or added as a favourite with one difference, the marketers will not be charged for any mention or retweet of the advertisement.
Ads that are not audience specific will be removed and this will be measured by how often ads are clicked and how often ads are retweeted, shared and mentioned as well as how often the links on the tweet are clicked.
Criteria for Success
A company has to have a full Twitter strategy in place for Promoted Tweets to be successful. They must be fully marketing and interacting with their clients on a regular basis using Twitter to see the true benefits of Promoted Tweets.
Just like regular tweets, Twitter ads must maintain a level of sincerity that has been the foundation of using all Social Media channels. There is not much of a difference between Promoted Tweets and regular ones, and in order for them to be successful they must seem that way. Marketers must create enough tweets to engage Twitter users but not too many that they will alienate them.
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