Twitter’s Adam Bain has this week been discussing a new in-timeline Promoted Tweets product from Twitter during the Canne Lions awards. Indicating a release of promoted tweets into the mainstream Twitter system might be coming very soon.
Promoted Tweet advertising has been discussed and played with before by Twitter but it now looks to be edging closer to a release after extensive testing and development over the last nine months on the Hootsuite, a third party application.
When Tech Crunch spoke with Twitter’s Sean Garret about the promoted tweets, Garret explained:
“We’ve been talking about Promoted Tweets in the timeline since we launched Promoted Tweets …” “We have and will continue to take a measured and thoughtful approach to how we may display them.”
The Evolution of Promoted Tweets
Twitter has tried implementing a couple of promoted tweet advertising concepts within its feeds before but came across a large user revolt and need to back track a little on its implementation. The initial attempts to introduce promoted tweets were met with resistance from users who felt that their timelines were being cluttered with irrelevant ads. This feedback prompted Twitter to reconsider its approach and refine the way promoted tweets were integrated into the user experience.
Over the past nine months, Twitter has been rigorously testing and developing the Promoted Tweets product on Hootsuite, a popular third-party application used for social media management. This extensive testing phase has allowed Twitter to gather valuable insights and make necessary adjustments to ensure that the promoted tweets are relevant and non-intrusive to users. By leveraging Hootsuite’s platform, Twitter has been able to experiment with different ad formats, targeting options, and user engagement strategies.
Potential Impact on Users and Advertisers
With the arrival of promoted tweets looking fairly imminent, its success will depend a lot on how Twitter integrates the new advertising into its system. The key challenge for Twitter will be to strike a balance between generating revenue from advertisers and maintaining a positive user experience. If done correctly, promoted tweets could provide a valuable opportunity for businesses to reach their target audience while offering users relevant and engaging content.
One potential benefit of promoted tweets is that they can help businesses increase their visibility and reach on the platform. By promoting their tweets, businesses can ensure that their messages are seen by a larger audience, potentially leading to increased brand awareness and customer engagement. For example, a small business launching a new product could use promoted tweets to reach a wider audience and generate buzz around their offering.
However, there are also potential drawbacks to consider. If promoted tweets are not carefully targeted and relevant to users, they could be perceived as spammy and intrusive. This could lead to a negative user experience and potentially drive users away from the platform. To mitigate this risk, Twitter will need to implement robust targeting options and ensure that promoted tweets are seamlessly integrated into users’ timelines.
What are your thoughts on Promoted Tweet advertising? Do you think it will enhance the user experience or detract from it? Share your opinions in the comments below.
Source : Tech Crunch
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