Back in 2010, Twitter quietly unveiled its Promoted Accounts product, which allows advertisers to connect with users based on common interests. Twitter Promoted Accounts, initially, were only available to a select few; slowly, however, this marketing product has been rolled out on a larger scale, including some improvements that make this worth a look for any advertiser looking to boost their presence on the social network.
What Are Promoted Accounts?
In the initial stages of Twitter Promoted Accounts, advertisers received primary placement in the “Who to Follow” section on Twitter, which is nice, but, not exactly the most premium of options. Beginning in December 2013, Twitter expanded this offering greatly, to push Promoted Accounts listings directly into the Home Feed of mobile users. Since, according to Twitter, 76% of users access the site via mobile, this obviously gives brands the opportunity to get in front of a larger audience than ever before.
How They Work
With your advertiser’s account, log-in to Twitter Advertising at https://ads.twitter.com/. In the top right, click the blue button labeled “Create New Campaign”. You will be given the choice between two advertising products: Promoted Tweets & Promoted Accounts. Click the blue button on the right to proceed.
From here, setup is much like any other PPC product. You can choose to target Twitter users by interest categories, or by importing your own first-party data set. You also have the option to choose several tweets to promote within user’s home feed, which give your potential audience an idea of what to expect if they were to follow you. I would recommend mixing these up a bit, to test which ones are getting the best results.
Finally, you will set a budget cap and CPC bid, which works similar to the Google auction model. You only pay when someone actually follows you.
Are Promoted Accounts Right for You?
But, if you’re at the point where your brand is ready to begin using social media, specifically Twitter, as a marketing tool, then by all means, this may be for you. Inherently, there are brands that simply do not need to market for followers; they get them with witty tweets, contests, discounts, etc. However, this is typically a small cross-section of brands with Twitter representation. Most advertisers have to work hard to get and maintain a follower base; while this product helps with the first part, it’s still up to you to keep them engaged as time goes on.
Twitter published a study in 2013 that highlights some of the benefits of SMBs interacting with potential, current, and former customers on the network. I’ve included the infographic below, and additional information is available here. If you’re hesitant on getting your business up on social media, there’s no better time than the present to explore the potential that Twitter, among other networks, have to offer.