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Posts Tagged ‘Promoted Trends’

An Anecdotal Example Of How Promoted Trends Can Lead To Sales On Twitter

Two weeks ago I logged in to Twitter.com and went about my business, paying a very casual glance at the Trends box (as I usually do). I happened to notice that the promoted trend/tweet for that day was for something called #themechanic. I didn’t know what that was, so I clicked on it.

Turns out The Mechanic was a new action movie starring Jason Statham. I’m a big fan of Statham’s, and a sucker for the 80s-style post pub movies (The Transporter, Crank etc) he bangs out seemingly every other month. But The Mechanic had somehow escaped my radar. The promoted trend changed all that, as it led me to watch the trailer, and suddenly the film was very much on my ‘to do’ list. Sure, there’s every chance I would have found out about this in a different way, but Twitter planted a seed.

I saw The Mechanic yesterday. Loved it. Job done, Twitter, job done. Isn’t that what it’s all about?

Twitter Expands Twitter For Business Section (And Now Everyone Can Sign Up To Buy Ads)

Twitter has refreshed its Twitter For Business pages to provide a lot more detail on how the platform can be beneficial for corporates.

The biggest changes are content-rich sections on their promotional features, which includes promoted tweets, trends, accounts and analytics.

Promoted Tweets

Promoted Trends

Promoted Accounts

Analytics


Twitter also expands on its Cost-per-Engagement (CPE) system:

When you promote a Tweet, only the most relevant users see it–put simply, that’s users that follow similar accounts to yours.

Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free, and can amplify the reach and cost-effectiveness of your campaign many times over.

I’m curious how you set a payment ceiling when an advertising message can be passed on by retweets – if you’ve hit your daily budget, does the message stop appearing completely, or are the retweets still ‘out there’ and, therefore, retweetable, at no extra cost to you?

While the advertising program is still in beta and only available to a select group of advertisers, Twitter has added a form to their business pages which allow everybody to sign up to be notified when the platform goes live to all. I’ve signed up, and if you’re a business or brand looking to leverage Twitter and its 175+ million users, so should you.

Should Brands be Able to Own Certain Hashtags, Permanently?

As more companies jump on purchasing Promoted Products on Twitter, we’re beginning to see some interesting uses of certain phrases, hashtags, and topics. The Washington Post captured a significant portion of chatter around #elections, CocaCola was at the center of World Cup buzz with the purchase of #WC2010, and Target had the first tweet for #BlackFriday. These are smart marketing moves, designed to promote brand awareness through secondary topics. However, when one brand capitalizes on the popularity of another, we have to ask ourselves: should Twitter sell permanent control of certain Promoted Products to brands with trademarks?
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Guide to Twitter Advertising: Promoted Trends 101

Promoted Trends are part of Twitter’s Promoted Products suite, the first genuine attempt at incorporating advertising into its micro-blogging platform. Promoted Trends join Promoted Tweets and Promoted Accounts as the three ways that advertisers can engage with the 160 million Twitter users to monetize, increase brand awareness, and gain exposure.

This is our second report on the state of Promoted Products, which will examine Promoted Trends in detail. We also have a Promoted Tweets guide available, and will be preparing the Promoted Accounts guide in the coming weeks.
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