Twitter has opened up its self service pay per click advertising platform to the UK, Ireland and Canada after it’s recent high profile IPO. Now any business or individual can bid to promote their account or specific tweets on Twitter in the same auction style format as Google Adwords.
The launch of Twitter Advertising throws up many interesting questions about how successful ads on Twitter could prove to be for business owners and entrepreneurs wanting to access it’s 100 million active daily users, and even more questions about how many of those users may stay active if the advertising becomes intrusive.
For businesses and marketers the first thing that’s going to be useful (and free) is the Twitter keyword tool used to plan out pay per click campaigns. This will be useful not only for paid ad campaigns but to also gauge very roughly the popularity of certain topics on the Twitter platform. The Google keyword planner tool has been used in this way for many years by marketers and using the Twitter keyword tool in the same way could not only benefit ad campaigns but also give you insight into how to structure an organic twitter campaign too.
On the flip side, Twitter users have long been resistant to interruptive messages on the platform and it’ll be interesting to see how the social network balances it’s users advertising presence against the fluidity of the 500 million organic tweets sent every day. Users of the Twitter network tend not to use it as a search tool in the same way they proactively search Google so Twitter ads could be seen as an unwelcome spammy type of advertising since users of Twitter tend to be in more of a discovery mode rather than active search mode when using the platform.
Great creative ideas spread well and fast on Twitter in any case regardless of any financial incentive and the advent of Twitter advertising could open the flood gates for businesses to simply pay to bypass the user quality test and flood the system with mediocre content that ultimately doesn’t get results for the advertiser or offer any value to it’s viewers. I’m hoping that business owners will use Twitter advertising to complement their existing social media campaigns rather than use the proverbial megaphone to broadcast their message.
As most marketers know the days of shouting your message from the rooftops is over and will switch your customers off faster than ever. Engagement is key when using Twitter or any other social network for that matter and if you want to succeed in connecting with your audience resisting the temptation to stop doing that just because your paying for a tweet is key. Twitter advertising should be about enhancing your existing organic work on the platform not killing it.
Will advertising work on Twitter? Only time will tell, but now the company has gone public it has been forced to monetize fast, so it’ll be interesting to see how this new tool evolves over the next few months.
What are your thoughts on Twitter advertising? Will it result in a flood of unwanted promotional tweets or do you think it will add value to both the business advertisers and users of the platform? We would love to hear your comments on this story in the comments section below.
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