People use Twitter to connect and engage with what interests them, but of course, also offers opportunities for business to build on the relationships they establish with premium features, including Promoted Tweets, Promoted Accounts, Promoted Trends and Promoted Video (also known as ‘Twitter Amplify’). Businesses are able to leverage the positive connections they have with their followers to encourage more referrals. Promoted options take your Tweets to a wider audience for even more chances for engagement with your tweets.
How To Run A Promoted Tweet Campaign
The key to success of a Promoted Tweet campaign is forward planning. Know who you are going after. Once you set your countries and time zones for your campaign, these cannot be altered.
Have your compelling content or offer written for Twitter and your other platforms, with appropriate key words selected. If you are driving to a sales page, ensure there is consistency between the Tweet and the content your audience will arrive at. If audiences click away, this shows that the viewer is either not getting what they expected from your message, or it is badly presented.
Source attention grabbing images or video to galvanise action in your followers. Different audiences are attracted by different media formats.
Once launched, your Promoted Tweet will appear in the home timeline of the users you’ve targeted. To remain on the right side of the ethical line, Promoted Tweets will be clearly labelled as such. Otherwise, they are like regular Tweets in every other way, so they can be Retweeted, replied to, favourited and so on.
Whether you choose Promoted Tweets, Promoted Accounts, Promoted Video or Promoted Trends, your followers can interact with promoted content in much the same way as organic content, providing their settings are set up to accept promotions.
How Twitter finds your new relevant audiences is through knowing via algorithms, who people follow, what they tweet, how the Twitterati search or interact with Tweets. Ads are therefore tailored to everyone’s activity on Twitter and thus very powerful. So if someone uses a specific search term related to your ad content, your sponsored content will show up on their Timeline, if you choose key words.
Twitter profile information or location may also be used to identify audiences. Obviously, location features of peoples’ smartphones must be turned on for local ads to show up. Twitter ad targeting is highly sophisticated. According to their guidance on setting up sponsored adds, “(Twitter may also tailor ads based on information that our ad partners provide us, like browser-related information (a browser cookie ID), a mobile device identifier, or a hashed email address.” So topics Twitter users have previously shown interest in from browsing will be utilised for targeting.
Twitter advertisers can target their ideal markets using a variety of parameters such as: keywords (either within tweets, or keywords searched on), interests, website tags, demographically selected audiences, device being used and TV targeting (i.e. users engaged with specific shows).
Twitter do not share users’ private, personal information with advertisers, but they support advertisers’ promotional activities by harnessing data from within the platform and beyond. That being said, any video is described as ‘native’ to Twitter i.e. it does not link to an external source. For instance, in traditional tweets containing video, there would be a link to e.g. YouTube; this is not visible in Promoted Video. It looks slick and the good news is video promotion is operated on a Cost Per View model, not per impression i.e. only people who click to watch the video are charged for to the advertiser.
Advertisers can also get their brand name across by, for instance’ having the message: ‘Brought to you by (business name)’ flash up if a Twitter user, for instance, misses a highlight of something on TV, which sets viewers Tweeting audibly. Twitter then makes these moments available to pay to view.
The recent ‘video cards’ enable brands to promote their video on Twitter and also embed their tweet into their website (or anywhere else) with one-click functionality. Check Twitter’s instructions for embedding code on your website, or delegate to a digital marketing agency. It is a relatively simple task, but troublesome if you are not confident with tech.
Don’t forget, it’s important to keep an eye on your analytics when using twitter ads.