Using social media to promote your business certainly has its benefits, but it comes with its own challenges and limitations. As each social media platform grows and becomes more monetized, it also becomes increasingly difficult to earn sufficient organic reach without occasionally investing in sponsored content. And since social media requires an investment of time in curating and sharing content, you want to ensure you’re utilizing each platform effectively. Sponsored content such as Promoted Tweets on Twitter are one example that should be considered in your social media strategy for 2017.
If you’re a Twitter user, you’re probably used to seeing random advertisements scattered throughout your personal timeline, or you might see ads as part of your search results. These are “Promoted Tweets“, and they are one of Twitter’s primary sources of income.
Having a Promoted Tweet simply consists of creating a Tweet normally, then paying to promote it. Twitter has you engage in a bidding process (similar to Google AdWords) in which you’ll pay from 0.50 to $4 per engagement; you only pay if someone clicks through, Retweets or favourites your Promoted Tweet.
Promoted Tweets aren’t sent out indiscriminately. You can actually customize your target audience to a great degree. Screening can be done by their interests, keywords used in Tweets, their search terms, their location (if they have location features enabled), and apps they currently have installed among other options.
With a user base that nearly equals the entire population of the United States, there’s clearly a lot of potential in advertising on Twitter, but does it pass the cost/benefit test for every type of business? In this post we’ll examine the most optimal situations in which to use Promoted Tweets, and why you should consider including them in your social media strategy.
Got a great promotion only available to customers in a specific city or town? Twitter’s geolocation features allow you to target your ads to people in specific locations. The big caveat here is that Location Services is a Twitter feature that is switched off by default and has to be manually enabled by each user, though a significant portion of Twitter’s user base does opt to share their location.
Promoting Apps for Specific Platforms
Got a new app that’s specifically for Android or iOS? Twitter will allow you to target your ads to users of phones and tablets that run specific operating systems. You can even entirely exclude one category or the other if, for example, you have a phone-specific app, or a game that is designed to run on a tablet. This makes Promoted Tweets especially useful and appealing to SaaS software providers and app developers.
You’ve Got Free Stuff to Give Away
Offering free digital content (or maybe even actual swag) as a way to get a foot in the door with customers? Offers of freebies are usually appreciated even by the demographics who are most hardened against sponsored content. You can also carefully tailor your ads to reach recipients with specific qualities so you aren’t flooded by a wave of non-converting traffic just looking to grab free stuff and run.
Humorous Ad Campaigns
If you’ve got a legitimately funny image or video accompanying your advertising effort, a Promoted Tweet usually goes over well. This is another type of marketing that tends to be received well even by groups that are typically non-responsive. If you’re lucky and the content is really good, it might even go stupendously viral like the Old Spice or Dollar Shave Club commercials.
Tying Into a Trending Hashtag
Jumping in on the latest #kenbone fad all the time will just make you look desperate and out of touch, but if you see an opportunity to legitimately and organically tie your product to something that is trending, go for it. A good example would be when videos of people mixing Mentos and Coke (to create a fizzy explosion) went viral, and Mentos decided to get in on the fun.
Preview Videos of an Upcoming Product
Twitter allows you to attach short videos to your sponsored post and even have them auto-play if desired (though Twitter users can disable this in their settings, it is on by default). Got a product reveal that’s generating some buzz? Promote a short teaser video to create even more hype.
Running a Contest
If you have a big contest going, or smaller regular giveaways, it can be very worthwhile to promote a Tweet to let a broad range of people know about it. Contests are a very quick and surefire way to amass a bunch of new followers! Just make sure your social media strategy includes tactics for converting some of the buzz created by your contests into actual leads for your business.
This isn’t to say these are the only possible circumstances in which Promoted Tweets will work well, but these are some of the most optimal conditions under which you can deploy them. To learn more about the options appropriate for your business, contact us at McAllister Marketing. Our full-service marketing team can help you grow your business with a social media strategy tailored specifically to your business objectives. Contact us if you’re interested in learning more!