Six things you may not know about Twitter advertising

Mar. 19, 2014 | by Ian McCarroll

Twitter started its journey into the realm of paid marketing in 2010 with a new offering of  Promoted Tweets, Promoted Accounts and Promoted Trends. While these features remain prominent in Twitter advertising, it is fair to say that Twitter has evolved and adapted to the new audience-focused digital media world.

Twitter is becoming an increasingly valued channel in paid media as more and more brands are realising its full potential. There are copious amounts of Twitter advertising features and targeting options currently on offer that you can tailor to your specific campaign, and Twitter appears relentless in introducing new ones for you to play around with. Below are six developments in Twitter advertising that you may not be aware of.

1. TV conversation targeting

Twitter TV pic

Twitter is about targeting moments and conversations with highly relevant content, and TV has started to play a central role in this. It’s a series of life moments.

Twitter advertising can now easily be used in conjunction with TV advertising, amplifying the impact of your marketing campaign. One of Twitter’s unique selling points is offering brands the opportunity to engage with their audience in a real-time environment. Television is a perfect example of this with 40% of peak Twitter UK traffic being centred on TV; we are now able to capitalize on this through TV conversation targeting.

There are several ways that you can effectively use TV conversations to target your desired audience:

  • Twitter is fast becoming the accompanied second screen to TV. If you’re running a TV campaign, you can continue this on to Twitter by targeting users who are likely to have seen your TV commercial, amplifying its impact.
  • Align your brand with a TV Show, or better a TV Show audience. Reach your desired demographic audience by targeting an associated TV show. If you wanted to target a teenage demographic, it would worthwhile targeting TV shows such as Hollyoaks or The Only Way Is Essex. To reach a more mature audience, you might want to consider targeting shows such as Top Gear or Coronation Street depending on your chosen demographic.
  • If you’re looking to reach a more active audience on Twitter, you should look to target TV shows with known higher engagement. Reality TV shows are good examples of this, 25% of the Made in Chelsea audience actively tweet about the show. Targeting this specific audience is beneficial in terms of brand awareness and brand association.

2. Twitter tailored audiences: remarketing

As paid media moves towards a more audience focused approach, Twitter has introduced their first audience based feature, tailored audiences. To be clear, whilst it’s named tailored audiences, this is essentially remarketing for Twitter.

By using third party ad partners, you are able to target users on Twitter who have been to certain sections of your site. It’s ideal if you’re looking to reach your customer base on a different platform, amplifying the impact of your marketing campaign.

In addition to this, you can now use data from your CRM system to target users in different ways. For example, if you have a database full of repeat purchasers, you are able to use their email addresses and target them through Twitter.

3. Whitelisting

Twitter now allows you to promote other people’s tweets. It’s an interesting feature and is mainly advantageous in terms of PR and brand promotion.  If you’re looking for Brand Exposure, you can look to promote a tweet from a celebrity or ambassador of your brand who is tweeting about your product/brand. You’re likely to receive high engagement if the content/celebrity is relevant.

To access this feature, you need written permission of the person that you wish to re-tweet. You’ll be granted permission to retweet for a set amount of time.

4. Twitter advertising is now available For SMBs

Prior to November, not only was Twitter advertising only available for large businesses, it also had a minimum spend. As of November, this was lifted, allowing more small to medium businesses to be able to use advertising on Twitter. Arguably, this is likely to have a negative impact on Cost-per-engagements as more advertisers enter the market place.

Despite this, it’s a fantastic opportunity for smaller businesses to reach new customers and grow their online presence. According to Twitter, 80% of SMEs recommend Twitter advertising for businesses.

5. Real time optimisation

Twitter advertising has the benefit of being a real-time marketing platform.   Users are able to see results come in through the UI, allowing you to perform reactive optimisation. As new topics, trends and keywords are introduced, be reactive and target accordingly. Adapting your campaigns around these developing keywords and trends should lead to a fruitful campaign.

6. Promoted Accounts in search

Twitter Account Promotions in SearchFurther to the launch of Promoted Accounts in timelines, Twitter has now expanded this and introduced Promoted Accounts in search. Users of Twitter won’t notice a drastic change in their online experience as they’re already familiar with Promoted Tweets which are displayed in the search results. Your Promoted Account will appear at the top of the search results above the organic listings, providing maximum brand exposure.

Interestingly, the search queries that your Promoted Accounts will appear against are not chosen by you but instead by Twitter, based on your chosen targeting options. Promoted Accounts in search are essentially another way to build up your follower base and grow your brand awareness. It will be interesting to see how they work in comparison with those promoted in timelines.

With further features set to be introduced later this year, Twitter certainly has big plans for 2014. As Twitter advertising continues to evolve, we would expect a lot more of these to revolve around audience targeting and data collection. With all these functions at the ready, it seems like the ideal time to move into Twitter advertising.

This post was originally posted on The Wall.

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    Comments (2)

    • Howard Graham

      It is very good points for advertising on Twitter, with the help of the suggestions, one con make a good awareness about their company from Twitter and can make their company a brand.Mar 27, 2014 08:08 am

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