Introducing: Twitter’s Promoted Tweets
Today Twitter co-founder Biz Stone announced Twitter’s take on advertising, called Promoted Tweets.
Advertising using Promoted Tweets will work much like you’re used with search advertising: Promoted Tweets will show up in the search results when Twitter users search for keywords that the advertisers have bought to link to their ads.
Twitter initially launch Promoted Tweets with a select number of advertisers: Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America are the brand to try out the ad platform in its first phase.
Other than with search advertising promoted tweets have a nice feature called resonance measurement. Biz explains: “There is one big difference between a Promoted Tweet and a regular Tweet. Promoted Tweets must meet a higher bar—they must resonate with users. That means if users don’t interact with a Promoted Tweet to allow us to know that the Promoted Tweet is resonating with them, such as replying to it, favoriting it, or Retweeting it, the Promoted Tweet will disappear.”
This will add a new challenge to writing the best promoted tweet that calls for interaction with the tweeps, or your ad will be gone. We’re really interested in, and already have some nice thoughts on, how Twitter advertising will develop and how brands can make the most of it. Interactions, like contests, with people that are not (yet) following your brand will become more important for those that want to successfully advertise using the Promoted Tweets.
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will twitter become a machine to search for ads? I’m worried about that.
I dont want to be constantly seeing promoted tweets. Time is precious in twitter and all we know that. Will this just increase our time in twitter in a non-optimal fashion?
Well I think we’ll have to wait and see. For now it appears Twitter will only show one Promoted Tweet at the top of your search results, and if not enough people interact with the Promoted Tweet it will not show again.
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