Social Media Advertising: Promoted Tweets & Paid Ads
Last week the news of further paid adverts was released by Facebook-owned Instagram and social media competitors Twitter. It has been no surprise that both social networks are planning on introducing paid ads, following public company Facebook.
Twitter – Promoted Tweets & Paid Ads, What We Should Hope to See
Twitter already uses Promoted Tweets, which are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.
Promoted Tweets are clearly labelled as Promoted when an advertiser is paying for their placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, favourited and more.
Currently the price of Promoted Tweet varies, Twitter charges when people follow your Promoted Account or retweet, reply, favourite or click on your Promoted Tweets. You’ll never be charged for your organic activity on Twitter. It works similar to how Facebook advertising is formed with bids for pay-per-click campaigns, however to launch a campaign you must currently meet twitters criteria which has never been stated by Twitter, who seem to only promote well-known brands, with large budgets.
For the smaller business, presently Facebook has the upper hand, with Twitter limiting itself to larger companies and Instagram totally add free. What we may see is Twitter try and improve its revenue once floated on the stock-market. Twitter may offer cheaper alternatives that allows smaller companies to promote tweets for more defined keyword, opening up the opportunity for increased engagement in the view to maximise ROI.
For Instagram it is less known how exactly the Facebook-owned company with operate its promotions. The current negative reaction by its users must alarm Instagram to be more cautious with the introduction of advertising, as the backlash could deter users away from the mobile platform risking Facebook’s $1 billion takeover.