When first launched in 2006, Twitter was just another newfangled social networking site, separated only from the rest by its frustrating format of only allowing 140 characters per post. But what was once its most debilitating feature has since become one of its greatest strengths, forcing its users to unparalleled levels of creativity in order to press their message with as few words as possible. Since its inception, Twitter has grown to be the ninth most popular website according to the Alexa traffic ranking, with over 225 million users across the globe. In 2013, Twitter declared a revenue of US$664 million; and at least in part, that is due to their ever-growing network of promoted material. Promoted Tweets Promoted tweets are purchased by advertisers in order drive a particular action, or generally promote awareness for your business. Approximately 500 million tweets are sent every day, and promoted tweets could be all but lost in them, were it not for the bright yellow badge they wear to indicate they have been purchased. They can be treated exactly like regular tweets – replied to, favourited or retweeted – but are specifically placed at the top of any news feeds that are deemed most relevant.
On that note, there are many ways to filter your potential audience, such as through keywords in a user’s tweets or searches, location, or the type of device you are using. And despite their growing popularity, Twitter still maintains a better track record than Facebook has been in keeping their promoted posts to a minimum on your feed. Promoted tweets are an effective manner in which to push your organization’s message. They cost between $0.75 and $2.50, paid for not by the individuals they reach, but by the number of engagements they induce – including retweets, favourites, replies, follows, or even clicks. Promoted Accounts Promoted accounts are used to promote brand awareness and web traffic, or drive purchases, downloads and signups. They may appear on your timeline, but are usually seen under the Who to Follow heading, or in search results.
Generally quite unoffensive, promoted accounts are equally tailored to the users likes, habits, and other followers. It is payment by bid, generally ranging $2.50 to $4.00 per follower received. The higher the bid, the more the promotion, but if you refresh your page in quick succession, you’ll see enough different companies to make it worth their while. Promoted Trends Finally are the promoted trends, which have branched off from early genrations of the promoted tweet. They focus on time, context and event sensitive trends, and appear on the top of the trending topics list for whichever region you chose to follow.
When you click the trend link, you’ll be taken to a page of tweets containing the phrase or #hashtag, usually topped with an associated promoted tweet from the account that paid for the trend in the first place. A promoted trend can cost upwards of $2000/day, and therefore it is not surprising that, from my experience, they are most elusive of the promoted materials. The Outcome Whether looking at 41 Ways to Promote Your Twitter Account or 5 Tips for Promoting your Business on Twitter, it is obvious that a good relationship with your twitter followers (and potential followers) is a must for modern organizations and businesses. With clever enough business tactics, good conversational skills and pithy tweets, small businesses are constantly making a name for themselves in the Twittersphere. Some may claim that it is not worth paying for a service they can potentially maximaximize for free. All the same, as can be seen below, there has been a consistent growth in the ROI (return on investment) for companies that have turned to paid twitter promotions, and one can only assume that the increasing numbers to be found on our news feeds must be indicative of some success.