Marc de Vries said that he sees a lot in the organic advertising that Twitter makes possible: “at the Telegraaf (his previous employer) advertisements were always separate from the content. On social networks you have excellent opportunities to base ads on content and people’s interests”. Organic advertising is also made possible by connecting to topics that people themselves like to talk about.
Of course, a company can post tweets for free, but these often quickly disappear from view for users with a full timeline. An advantage of the promot tweets is that they are always shown at the top of the timeline when someone is viewing Twitter and that they can be target to specific users. For example, Adidas can choose to show the tweets to people who have something to do with ‘Nike’, or with an interest area such as running shoes. To prevent too much spam from ads, users only see a promot tweet in the timeline a few times a day.
Research into the effect of promot tweets
Are the ads really worth it for a brand? A Nielsen study in the US from early 2013 shows that promot tweets do have an effect.
Nielsen chart
Users who interact with a promot tweet have an average of 30% higher brand preference and a 53% higher purchase vietnam bulk sms packages intent than non-engagers. Seeing a promot tweet multiple times (two or three times) leads to an average of 10% increase in brand preference. In addition, initial analyses indicate that a promot tweet leads to a 22% increase in association of the message (compar to people who have not seen the promot tweets). This is interesting for advertisers, because if consumers see a tweet but do not interact, they do not pay anything for a tweet. Nevertheless, such a tweet has an effect and it is actually free advertising. It is no wonder that Twitter does evaluate the promot tweets on engagement, because these free advertisements are not lucrative for the network itself.
Interestingly, the brand surveys conduct for this analysis take place entirely within a tweet. So users don’t have to click through to a survey link and there are no pop-ups.
Brand survey Twitter
Essential for Twitter, but is it enough?
Of course, the question remains how the advertisements on Twitter will work out. At the moment, Twitter is not a list company, so there are china numbers no public figures about their turnover or profit. It is well known that Twitter is financially dependent on investors and not on its own cash flow. The big question is whether the current ad tools and platforms will generate sufficient income. In addition, it is of course the question whether users will continue to experience the promotion as ‘organic’, or whether it will become annoying spam. The benefits of organic
In any case, it is clear that the future of Twitter depends heavily on its advertising revenues. The rollout of the marketing automation for small businesses existing tools in Europe and the Netherlands is therefore of vital importance to Twitter. We can therefore assume that, in addition to the current ad platform, there will be more and more possibilities for advertising on Twitter in the Netherlands in the short term. For advertisers and marketers, this offers plenty of new possibilities. Whether consumers are just as enthusiastic about this? Time will tell.