As a rapidly growing platform, Twitter provides a direct, unfiltered line of communication that enables businesses to reach out to users who are engaged and constantly listening.
People are listening to the brands they care about. Most users follow six or more brands on Twitter, so businesses have the power to reach out to users who care about their mission and their cause.
Promoted Tweets offer businesses one way to increase the reach of their content, spark conversations and inspire action.
A Promoted Tweet is a regular Tweet that is broadcast more widely to the people a business is trying to reach. With Promoted Tweets, businesses can target different demographics like their followers, follower look-alikes, interests of followers, active searchers, geographic location of followers and mobile device used by followers.
How do they work? Promoted Tweets are streamed into a targeted user’s timeline, so they become part of the Twitter content a user is actively encountering. Promoted Tweets carry a special logo, so they can easily be identified as promotions.
After Promoted Tweets are sent out, only the most engaging Tweets continue to be displayed after they’re Tweeted. Twitter seeks to produce the best content to put into users’ timelines and will put a frequency cap on Tweets that aren’t driving as much traffic.
Best practices for Promoted Tweets: Have a purpose; find your brand’s voice; maintain a conversational tone; keep your Twitter content fresh; be informative; and keep the focus user-centric.
For promoted Tweet prices and information about analytic tools used to track their success, visit https://business.twitter.com/advertise/promoted-tweets.
(Tips gathered by staff writer Erica Breunlin from Sven Reigle, political account manager at Twitter, during his Webinar, “The Twitter Opportunity: Drive Interest and Build Support for Your Business.”)
