Secrets to Promoted Tweets Success
Ever since it first appeared on the scene, Twitter has caused a stir among consumers and businesses alike. Marketers in particular have been clamoring to conquer this ubiquitous social media tool, despite its still questionable ability to deliver solid return on investment. In turn, Twitter itself has been anxious to provide companies with a better opportunity to market themselves online and track the direct result of their spending.
Enter Twitter’s new ad model: a “promoted tweets” function that allows advertisers to appear at the top of the search results for a particular keyword, as well as for all of its followers. Is this the answer online marketers have been waiting for? Perhaps. But as with anything, there are pros and cons to Twitter’s ad model — and smart marketers will tread carefully while exploring this new opportunity.
It goes without saying that Twitter’s user base is tremendous, generating more than 50 million tweets per day. In addition, the search function, where the new promoted tweets will appear, is estimated to churn out 600 million results per day. The scale is certainly there, but what does it really mean for a business? The value of a tweet has still not been clearly demonstrated, as there's no way to correlate most tweets to actual sales. To boot, there's no guarantee that the millions of people on the site are actually reading tweets.
Twitter has an extremely high rate of attrition and inactivity: 70 percent of accounts haven’t sent a tweet in the past week. That means a large number of users probably aren’t reading tweets regularly, either. Adding to the confusion is the fact that much of the activity on Twitter is automated, with users posting on a schedule via bots and third-party tools, which means even less reading is being done by actual humans. Add it all up, and you have the strong possibility that you’re paying for a lot of “impressions” you aren’t actually getting.