An email from Twitter to advertisers has been leaked, and it looks like the company has put a price on all of our heads: as followers, we’re each worth about $2.50 to a brand.
The email was uncovered by Clickz, and is a response from Twitter to an advertiser inquiring about the details of Twitter’s advertising products.
Twitter offers several products to the group of over 2,400 advertisers who are part of the (still) beta advertising program. Promoted Tweets and Accounts are the basic offerings.
The email specifies the cost of signing up as an advertiser, and as was expected, it’s not cheap.
Notably, the email touts Promoted Tweets in users timelines – a feature that was rolled out in July – as a featured product. It mentions that although it is only in place in approximately 25 percent of users’ timelines, it is returning 15x the impression volume of traditional Promoted Tweets, which appeared only in search results pages and attached to Promoted Trends.
The advertiser email also explains some of the costs associated with ads on Twitter:
- When purchasing a Promoted Account, advertisers can expect to pay $2.50 to $4.00 per follower.
- When purchasing Promoted Tweets, advertisers can expect to pay $0.75 to $2.50 per engagement (which include clicks, favorites, retweets and @replies).
And, as we’ve reported before, advertisers who want to participate in this program must be willing to commit a minimum of $15,000 to $25,000 over a 3-month period.
This is the first time we’ve seen confirmation of any of the costs associated with Promoted Products at this level, other than the staggering $100,000+ price tag associated with buying a Promoted Trend for a 24 hour time period.
You can read the full email over at Clickz.
- Taking A Deeper Dive Into Twitter Ad Targeting
- Twitter Teams With Weather Channel, Allowing Future Hurricane Advertising Options
- Twitter Announces Improved Advertising Tools For Small Businesses
- Tweets Increase Brand Purchases And Twitter's Updated Ad Center Helps Track It