Brands want your attention whenever they can get it. And Twitter will be making it easier for them to get it this summer.
The next time you log on to Twitter, you might see a Promoted Tweet in your timeline, which isn’t really the Promoted Tweet you’re used to: Twitter is launching Promoted Tweets to Followers for brands to target receptive audiences with tweets they know they’ll see.
We reported last month that Twitter was considering expanding its Promoted Tweets offerings this summer, and AllThingsD’s Peter Kafka has the details.
Within the next month, Twitter will roll out Promoted Tweets to Followers, a more targeted version of their immensely popular advertising product Promoted Tweets. While Promoted Tweets appear whenever a user searches for a term or clicks on a Trending Topic, Promoted Tweets for Followers will appear in their timeline only if they already follow the brand who purchased that ad.
For instance, if Starbucks were to offer its followers 20 percent off all lattes for the next week, they might tweet it out on Monday, again on Wednesday and a final reminder on Friday. But even repeating the offer, they’re bound to miss the majority of their followers, as the offer tweet is quickly pushed to the bottom of their audience’s timeline. They’d only really hit a small fraction of their followers – those who were signed in at the exact time that the tweet went live.
With the new Promoted Tweets for Followers, Starbucks will be able to treat that 20 percent off tweet like a Promoted Tweet, but only for their followers. The tweet would appear at the top of the timeline of all of their followers who log in within a certain window, regardless of when the tweet was actually published. So if Starbucks tweeted the offer on Monday morning but Tom, who follows Starbucks, only logs in on Tuesday evening, he’ll still see the original 20 percent off tweet at the top of his timeline right when he logs on. The tweet will then be treated like a regular tweet, and will be bumped down the timeline as more recent tweets come in.
It’s important to point out, too, that advertisers will only pay for each impression their tweet receives. This means that if only 50 percent of their followers log in during the window in which they’ve promoted that tweet, they’ll only pay for those 50 percent of impressions, rather than paying a set fee for all of their followers.
This is an important step for Twitter, as their original Promoted Tweets products are extremely popular – so much so that the company is running out of inventory, as they only serve one or two a day. And since the company has seen skyrocketing valuations lately, introducing more ways to make money just makes sense.
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