REMARKABLY PRECISE
TWITTER’S FUTURE, for good or ill, has been well documented. However, any speculation about its long-term positioning is ignored by those convinced that it presents advertising opportunities that will outperform Facebook, Google AdWords, Instagram and Linkedin. The reach is far less than that of Facebook, but there are research findings out there that show engagement rates, particularly for niche products and services, to be usefully higher.
What is Twitter advertising all about? Available since 2013, you pay to promote your tweets, other content or videos, so that they are seen much more widely that would otherwise be the case.
That’s somewhat humdrum, you might think, but popular public zone Twitter offers some astounding targeting features in return for your marketing money.
When you promote tweets you only pay when people take action. Any further organic impressions and engagements are free. If you run an app install campaign, you pay for the number of successes, nothing more. Should you choose a followers’ campaign, payment is only triggered by the number who hit the Follow button.
Keyword targeting is a remarkably precise way to seek people who have made their intentions known on Twitter. You can concentrate on embracing those who have used a specific word or hashtag in their updates within the last week. Facebook, for instance, doesn’t allow you to do this.
SEEK THEM OUT
Tweet engager targeting is another way to reach out to prospects. With this form of Twitter advertising you re-market people who have recently looked at or engaged with one of your promoted tweets: using a laser pointer rather than scatter gun.
You can target every Twitter user who follows any specific account. Employ one of the available tools designed to download lists of every Twitter account follower. From there, create your own, bespoke index. All you need are Twitter users’ handles to communicate with them.
Twitter’s analytics could be better, but they are good for measuring the general performance of your activities. Given information on how people are responding to your adverts and from whichever regions is important, allowing you to assess what does and doesn’t work for you.
Like its main competitors, Twitter displays how many views have been received by each video. A view is counted once a video has played for two seconds. If a brand runs a video as an organic tweet and a promoted video advert, overall view counts will appear on both.
BE CAREFUL
Be careful with Twitter, though. Use multi-factor authentication and a strong password. Don’t tweet anything you wouldn’t publish on your website. Check regularly for comments that have been made and respond with immediacy.
Twitter advertising is not a replacement for exposure with Facebook or Adwords. It’s an add-on, but the availability of tailored audiences and hashtag targeting can be terrific boosts for campaigns, facilitating cost-efficient access to tightly defined recipients.
Advertising revenues continue to grow. Interestingly, well over 80% of Twitter’s income is accounted for by mobile users. It has become a preferred social media marketing platform for many businesses, particularly those at the lower end of the size scale.
Your messages need to appear in front of the right audience for them to work. Undoubtedly, Twitter scores highly with its targeting capabilities. It’s relatively inexpensive as well, so well worth consideration.
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