Have you used Twitter effectively to market your business? How long does it take for your twitter feed to get buried by new tweets? Absolutely, no time! Twitter has a solution. And the solution is ‘Promoted Tweets’.
What are promoted tweets?
Promoted tweets are ordinary tweets that businesses and organisations want to highlight to a wider group of users. They can advertise using these promoted tweets on search engines, which will look like ordinary tweets but will be labeled ‘promoted’. The usual features like replying, forwarding, retweeting etc, which are available for normal tweets will remain unchanged.
How does it work?
The prominence and the frequency in which the advertisements will occur will be decided by Twitter by using a metric called resonance. By using resonance, Twitter will measure the acceptance of the promoted tweet by tracking retweets, clicks, replies etc.
If a tweet attracts people’s attention and invites interaction from them, it will stay longer and will be displayed in the search engine result.
But if it is ignored by the users, twitter refunds the rest of the budget and lets some other company reserve the keyword.
Use it as a tool for buzz marketing
The feature can be very interestingly used for viral or buzz marketing. A small business can use promoted tweets to promote events, workshops, special offers etc.
As the success of the promoted tweet will depend on the involvement of a large number of users, the content has to be created keeping in mind its worth to the user.
Features like replying, forwarding, retweeting etc, make it easy for the user to pass it on to friends and other people belonging to the target group. This is what a viral marketing campaign needs!
Point to be kept in mind
Promoted tweets can be strategically used by small and medium enterprises for promotion. But since the feature takes into consideration users’ advantage; it has to be employed judiciously by the marketers. Using it as a conventional advertising space will reduce the credibility of the organisation.
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