Promoting Your Business through Twitter
As college students, we use Twitter to constantly see what the "buzz" is along with our friends and peers. To us, Twitter is strictly a social media platform for entertainment and to stay connected. However with 284 million monthly active users and 500 million tweets sent per day (according to Twitter), it is vital that businesses use Twitter to their advantage in promoting their brand. Here's how:
Promoted Tweets
Promoted tweets are regular tweets that are purchased by advertisers. Just like normal tweets, they can be favorited, retweeted, or shared by any user who comes across them. In terms of cost, promoted tweets are cost per engagement, meaning that the advertiser is only charged when people click or follow the promoted brand.
The advantages of using promoted tweets instead of organic tweets include:
1. Promoted tweets are targeted audience tweets. They can be targeted by keyword search, location, gender, and device.
2. Promoted tweets gain wider distribution than organic tweets because they can appear on...
Home timelines
At the top of relevant searches
Search results for promoted trends
Twitter's official desktop and mobile clients such as, TweetDeck, Twitter for iPhone and Twitter for Android.
Syndicated to some third-party Twitter clients such as HootSuite.
Promoted Trends
Trending topics on Twitter demonstrates the topics that are most popular by consumers. Similar to promoted tweets, promoted trends also gain wider distribution than organic tweets and can be targeted in the same way.
Promoted trends are hash tag trends that
are purchases by advertisers. Promoted trends appear on the trend bar list - location on the list baries by device. However, when an advertiser purchases a promoted trend, it will appear at the top of the trend list for 24 hours before being removed. In terms of cost, promotedtrends are also cost per engagement.
Promoted trends can have high value to advertising success and business outcomes. According to Twitter, promoted trends...
1. Boost Brand conversation
A 2013 study performed by Twitter showed "that in the 14 days following Promoted Trend exposure, Twitter users produced 22% more conversations about an advertiser compared to the two weeks before exposure."
2. Drive the most impact at the top of the funnel
The same 2013 study by Twitter "found that consumers skewed 151% more likely to tweet about considering a product after Promoted Trend exposure. Conversations about intent and purchase also jumped 19% and 33%, respectively."
3. Have a long-term impact
Once again, the 2013 Internal Twitter study discovered that Promoted Trends had their greatest impact the day they ran with a 73% lift in brand mentions, 22% lift in positive mentions and 10% lift in Retweets" (Twitter).
"Promoted Trends | Twitter for Business." Promoted Trends | Twitter for Business. Twitter, Inc, 2015. Web. 17 Jan. 2015.
"What Are Promoted Tweets?" Twitter Help Center. Twitter, Inc, 2014. Web. 17 Jan. 2015.
