Twitter’s marketing options are less adaptable than those of Facebook, but a well designed ‘home page’ and profile section is a good start. As with all social media, the content is the critical factor – it has to be regular, frequent and, very importantly, on-topic and interesting. Focused promotional campaigns can also work well on Twitter providing the opportunity to reach a target audience in a creative and interesting way.
Twitter offers three promotional routes to gain followers (the closest they currently get to an advertising option).
Promoted Tweets appear at the top of Twitter search result page or at the top of a member’s timeline at logon. Designed to look like normal tweets apart from having a ‘promoted’ label, they are used by advertisers to target specific audiences with key messages. These are reasonably priced using a cost per engagement (CPE) model. The advertiser only pays when a viewer engages with the tweet.
Promoted Trends are promotional Twitter links that appear on home pages alongside all the real-time trending topics and are distinguished from actual trending topics by the ‘promoted’ tag alongside the link. When clicked on, the promoted link displays a Twitter search result page, listing all the tweets on the topic. The advertiser’s tweet, including the ‘promoted’ tag, appears on the top of this list.
Advertisers pay a flat rate for this service depending on geographical and other criteria.
Promoted Accounts are accounts that get featured in search results and the ‘who to follow’ list. The promoted account then appears in the “who to follow” section for users who Twitter has identified, from available criteria, as those most likely to have an interest in the promoted account. These accounts are tagged as being promoted.
Advertisers pay a flat rate for this service depending on geographical and other criteria.
After that it’s all about sponsored tweets (in a nutshell, this means paying a celebrity or industry influencer, usually through a management agency, to tweet about how good the sponsored thing is).
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