Yesterday we told you that Twitter has over 175 million members, and was on track to reach 200 million by the end of the year. Now Twitter is looking to make some money from those members with their new ‘Promoted Tweets’ advertising.
Twitter is testing out ‘Promoted Tweets’ on users who use the third-party Twitter application Hootsuite, and according to Twitter, the promoted tweets that users see will be relevant to them.
When we launched Promoted Tweets in April, we outlined our plan for gradually rolling them out in all of the places people experience Twitter: first in search on Twitter.com, later in search through our partners, and eventually in the user timeline. We’ve accomplished the first two steps and, starting today, we are beginning to test syndication of Promoted Tweets in user timelines. Initially, we are testing these with our partner, HootSuite.
Understanding Promoted Tweets
Promoted Tweets are essentially advertisements that appear in users’ Twitter feeds. These tweets are designed to look like regular tweets but are marked as “Promoted” to distinguish them from organic content. The idea is to integrate advertising seamlessly into the user experience without being overly intrusive. Twitter’s goal is to ensure that these promoted tweets are relevant to users’ interests, making the ads more engaging and less likely to be ignored.
For example, if a user frequently tweets about technology, they might see promoted tweets from tech companies or about tech products. This targeted approach aims to increase the effectiveness of the ads and provide value to both advertisers and users.
The Business Model Behind Promoted Tweets
Twitter’s introduction of Promoted Tweets is a strategic move to monetize its platform. With a user base rapidly approaching 200 million, the potential for advertising revenue is significant. Promoted Tweets are part of a broader strategy that includes other advertising products like Promoted Accounts and Promoted Trends.
Promoted Accounts help brands increase their follower count by suggesting their accounts to users who might be interested in their content. Promoted Trends allow advertisers to place their hashtags at the top of the trending topics list, increasing visibility and engagement.
The success of these advertising products is crucial for Twitter’s financial health. Unlike other social media platforms like Facebook, which have diversified revenue streams, Twitter has historically struggled to turn its massive user base into profit. Promoted Tweets represent a significant opportunity to change that narrative.
Twitter’s approach to advertising is also notable for its emphasis on user experience. By ensuring that promoted content is relevant and engaging, Twitter hopes to avoid the backlash that often accompanies intrusive advertising. This user-centric approach is designed to maintain the platform’s appeal while still generating revenue.
It will be interesting to see how users respond to the ‘Promoted Tweets’, as Twitter is relying on them to turn the company into a profitable one. The initial testing phase with Hootsuite will provide valuable insights into user reactions and the effectiveness of the ads. If successful, we can expect to see Promoted Tweets rolled out more broadly across the platform.
In conclusion, Twitter’s Promoted Tweets represent a significant step in the company’s efforts to monetize its platform. By integrating advertising into the user experience in a way that is both relevant and engaging, Twitter aims to generate revenue without alienating its user base. As the platform continues to grow, the success of Promoted Tweets and other advertising products will be crucial in determining Twitter’s financial future.
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