Advertising on Social Media Made Simple – Twitter

There is always debate over which social media platforms are appropriate for consumers, brands and engagement. However, there are so many more factors about social media which marketers don’t seem to understand. Last week I did a blog in which I introduced Facebook’s algorithm (Edge Rank). For this week’s blog, I am going to focus on how you can use Twitter advertising to bypass algorithms and really engage with your consumer.

You can advertise through Twitter by using three different forms, Promoted Accounts, Promoted Trends and Promoted Tweets. The first thing I want to take you through is promoted tweets, specifically what promoted tweets are, how they work and what you can improve if you are using or want to use promoted tweets.

Promoted Tweets are messages that will appear directly on the timeline of the Twitter users you have decided to target and bid on. Promoted tweets lets you specify who sees your tweets; this ensures you have a higher chance of reaching your target market.

With promoted tweets, Twitter reward brands that create good content by lowering their cost per engagement (CPE) based on the click through rate of the Tweet. This means the more people click on your tweet, the better value it is. It might seem like a good idea to automatically promote your tweet, but the engagement of that tweet might not be very high, and you are therefore wasting money on tweets that your consumers do not find engaging. A tip I would share when advertising through promoted tweets is to test your tweets organically first, If you find that it works organically, it may be a sign that you should put money behind to increase awareness and engagement.

There are certain techniques that you can use to save your budget when using promoted tweets. If your aim is to create a direct response, a way of saving budget is to not use hashtags. The reason for this is that you only get charged when someone clicks on your tweet, by keeping tweets clean and having one landing page you are more likely to get a direct response. Having a hashtag will increase users to click onto the tweet and click through to the hashtag rather than replying, not including a hashtag can be more cost effective and target your customer better.

However, hashtags are really good to use for brand authority and if you have the budget, using hashtags is a great way to engage more users and start a conversation around your brand.

Tweets are instant and Twitter wants to keep their adverts new too. They not only want you to keep your tweets up to date, but will also shut down your adverts after a set period to try to prevent old content. This is easy to combat by using refreshing content.

There are a few other ways you can pay to have your brand recognised within Twitter, for example by using Promoted Accounts and Promoted Trends, which are as simple to understand as promoted tweets. If you think your brand could benefit from using Twitter advertising or any other social media, please contact a member of the Digital Clarity team today on 0845 388 4071 or contact us on twitter.

Grace Bethell
Grace Bethell is a BA (hons) Advertising graduate from Southampton Solent University. She has specialised in Digital Marketing as well as being certified in Direct and Digital Marketing by the Institute of Direct Marketing (IDM). Grace wrote her thesis on Social Media, focusing on how brands engage through visual social media platforms. Grace works within the Inbound Search & Social team at Digital Clarity and manages accounts across a range of multi-disciplined verticals.