Promoted Tweets: Are They Worth The #Money

Whoa, get a hold of these figures. As reported by the Wall Street Journal, Twitter is selling Promoted Tweets for upwards of $100,000. Mind you however, this figure is referenced from an article that was published around September of last year. Now, the most current estimate from eMarketer.com for the expected expenditure of a Promoted Tweet is $150,000.

As of late last year when Twitter first introduced their Promoted Tweets, it was largely uncertain as to whether the gains were worth the money. Since then, much needed time has passed in order to conclude whether purchasing a Promoted Twitter validates a worthy investment. So you may be wondering: Well is it a good investment? The answer is both yes and no.

As it’s obvious to state, for smaller businesses with fragile advertising budgets, Promoted Tweets are not the way to go. For larger companies however, the inflating prices for Promoted Tweets are nothing to discourage them  from getting in on this trend.

After reading an article by Online Marketing Trends, I gathered some tips from those Promoted Tweets that were referenced as most successful. The tips include:

  • Keep it cool

Promoted Tweets such as Old Spice’s suave tweet that began with, “Hello, Ladies.”  is a perfect example of a comical, yet wildly successful Promoted Tweet. Also, as a YouTube video link to their latest commercial was included, I can only imagine the popularity amongst youth and young adults that must have been created as a result.

  • Make it timely with other events

Both Selena Gomez and Volkswagen did this well. In successfully attaching your brand’s name using a Promoted Tweet to a highly publicized event, such as the Super Bowl or the Oscars, this can dramatically impact the engagement percentage of your tweet. What’s more, taking advantage of holiday dates is recommended as well. Note: Engagement levels that exceed 20% are considered to be a success.

  • Involve users

Although it’s a little harder to engage with fans through Twitter as opposed to Facebook, it still can be done—and effectively, too. This past February, Papa John’s encouraged their users to submit and retweet photos of people receiving their heart-shaped pizza and their response rates went through the roof.

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