Twitter Advertising As Viable Paid Media Platform

by | Aug 20, 2021

Understand Your Own Goals Before Choosing A Platform

Having a social media presence for your business is no longer merely an auxiliary; it is an absolute necessity. That being said, choosing the right social media platform for your business is still a viable question. There are many factors to consider when choosing a platform, the most important among them is what your business goals are. Understanding what you would like to achieve from your paid social strategy can not only help you determine the correct platform for your business needs, but it can also give guidance on where not to be so that you do not waste resources and effort. 

Some example objectives that social media can help accomplish are increasing brand awareness, furthering content engagement, or boosting leads and conversions. Additionally, understanding where your audience spends their time on social media can help you choose the best platform. The main social media contenders are Facebook (and/or Instagram), Snapchat, LinkedIn, and more recently TikTok. But what about Twitter as a paid media option? According to Omnicore Agency, Twitter has 199 million monetizable active users. However, Twitter may be a popular social media platform, but that doesn’t mean it is the best platform for paid media. Learn about Twitter advertising features to see how viable of a paid media option Twitter is.

 

Twitter Basics

Twitter, a short form “micro-blogging” site that allows users to share thoughts and messages in quick posts called “Tweets.” Because tweets are short and quick, your message has to effectively make an impact or it will be lost within the stream. Make sure you research the content and topics that are trending and of interest to your audience so that you can craft tweets that are more likely to grab attention. In regards to audiences, Twitter is popular among younger demographics with 42% of users being between the age of 18-29 and 27% of users being between the ages of 30-49. This is important to consider if this meets your target audience. 

 

Advertising On Twitter

Twitter has 2 types of paid advertisements: promoted tweets and Twitter ads. Promoted Tweets are a quick way to make your ads visible to a select group of people or to come up in Twitter search results. Promoted tweets are far more effective at driving brand awareness and driving traffic than organic tweets are. The other advertisement option on Twitter is Twitter ads. Twitter ads are used to accomplish a brand objective and use a PPC model to do so. This model is ideal if you have a specific campaign goal in mind, like gaining more followers or website visits, because you only pay once your goal is reached. As we have stated from the beginning, doing the work upfront to determine your business goals is crucial for efficient strategies and more informed paid media choices. 

 

Twitter’s Marketing Features

  • Twitter Cards: tweets with attached media that are designed to drive traffic to a website. Users who tweet your content will have a “card” that is visible to all of their followers. 
  • Twitter Analytics: a way to see how users are engaging with your content. Track metrics such as profile visits, tweet impressions, conversions, and followers gained. 
  • Targeting Options: target people based on events, conversations, keywords, interests, & more. Or create lookalike audiences as well as custom audiences. 

 

Final Thoughts On Twitter Advertising

So whether or not Twitter is a viable paid media platform comes down to whether it will serve your business goals. If you know your target demographic uses Twitter frequently and you are able to deliver ad copy in short “microblogs,” then Twitter may be a good fit. And if you want to increase traffic to your website or increase brand awareness, then promoted tweets may be a good option. Looking to explore paid media opportunities further, then check out our paid social services page!

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