According to a study by eMarketer, the number of social network users around the world will exceed 2.1 billion by the year 2015. By that same time, eMarketer also estimates that U.S. advertisers will spend $5 billion on paid social media ads. This growth in social media users and the increased ad investment illuminates the great opportunity that social has brought to the online marketing space.
Although there are a great deal of social networks in the marketplace, Twitter is one of the prominent leaders. With over 230 million active users per month and 500 million tweets per day, online marketers are starting to view Twitter as a valuable channel to reach their customers.
Twitter recognized this value as well and as a result, developed several paid ad formats, including: Promoted Accounts, Promoted Tweets, and Promoted Trends. Each option provides benefits that help marketers to achieve their goals — whether that’s increase brand awareness, extend reach, or drive engagement.
Twitter’s large audience and variety of targeting capabilities allow advertisers to create and promote tailored, relevant, and engaging messages. Many advertisers, including Kenshoo clients, have taken advantage of Twitter’s advertising opportunities and seen positive results.
As covered in Kenshoo Social’s recent infographic, The Twitter Advertising Opportunity, brands such as Pepsi, RadioShack, and LG are utilizing Twitter advertising and observing increased engagement, brand awareness and exposure, and growth in followers.
To take your Twitter strategy to the next level, the Kenshoo Social team recommends the following tips:
Segment campaigns by desktop and mobile. Providing a tailored message to users across different devices can drastically impact performance.
Align Promoted Tweet targeting with tweet content to maximize engagement rates. When targeted users receive a relevant message, a more powerful brand connection is made.
Identify new interest and keyword targeting opportunities. Expanding reach can allow advertisers to uncover new potential followers.
Optimize Twitter campaigns based on insights from other media channels. Learnings from other paid social campaigns can be applied to Twitter to ensure greater success.
Refresh tweets often as engagement rates can decay quickly. Creating new, fresh content on a regular basis offers more opportunities for users to engage.
Continually refine bids and reallocate budgets to drive conversions. Determining the campaigns and/or ad types that bring your brand the most return on investment will make Twitter advertising a more effective channel.
Considering these advertising opportunities on Twitter is a great way for brands to communicate to current and potential followers and experience the power of social.
To view Kenshoo’s Twitter Advertising Opportunity Infographic, click here.
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