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Twitter Expands Functionality of Promoted Tweets

Promoted tweets are coming your way.

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Twitter Expands Functionality of Promoted Tweets
[ Social Media]

The money-making ability of Twitter has long been a point of contention. Is the micro-blog site capable of producing ad revenue along the same lines as Google?

With the expanded capabilities of Twitter’s “Promoted Tweets” program, we’re about to find out just how successful the service can be when it comes to advertising. As detailed on their latest blog entry, “Promoted Tweets” are going to be more and more prominent on user time lines, whether you want them or not. Granted, the ads can, according to Twitter, be easily dismissed and judging from the examples, they aren’t intrusive at all. That being said, there’s still backlash whenever a popular service changes things for the sake of advertising money.

These promoted updates will start appearing in timelines as of now, and they are not limited to businesses, either. Non-profits seeking donations will also be viewable. The blog post has more:

That’s why starting today, we’re introducing a way to ensure that the most important Tweets from the organizations you follow reach you directly, by placing them at or near the top of your timeline. These Promoted Tweets will scroll through the timeline like any other Tweet, and like regular Tweets, they will appear in your timeline just once. Promoted Tweets can also be easily dismissed from your timeline with a single click.

The updated service is available to a particular group of Twitter members, as well. The idea is, if these prove to be successful, Twitter’s expanded advertising service will open up to additional members, although, there’s been no deadline set on that particular detail:

We’ll be rolling out and testing this new offering over the next several weeks with a select group of partners, including Best Western, Dell, Gatorade, Groupon, HBO, JetBlue, LivingSocial, Microsoft Xbox, Red Bull, Sephora, Starbucks, Summit Entertainment’s “50/50”, TNT and Virgin America among others — with more to come soon. During this phase, you may also see Promoted Tweets in your timeline from non-profit organizations you follow, including charity: water, Make-A-Wish Foundation, Room to Read, The American Red Cross and Water.org.

It’s assumed that these companies would have to be a Twitter account that’s being followed before the promoted tweets start appearing in your timeline, although, Twitter does not differentiate. There is, however, a detail about “when you decide to follow your favorite brand,” which leads one to believe that if you aren’t following Dell, HBO, Starbucks or Red Bull, et al, the promoted tweets from these companies — and more — won’t be appearing in your timeline.

Twitter Expands Functionality of Promoted Tweets
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  • Mike

    . Why would companies pay to promote tweets to users that are already following them? I know it says it will show up at the top of the feed and then function like a normal tweet, but is that placement worth the money for a tweet that users could see on their own anyway?

    • Mike

      Sorry, meant to quote this – “It’s assumed that these companies would have to be a Twitter account that’s being followed before the promoted tweets start appearing in your timeline”.

    • http://www.brianbehrend.com Brian

      Twitter thinks you should use Twitter to see what’ happening now. They don’t do much to help users who always want to see every single tweet from every account they follow. Hence, there’s no API available for apps to keep track of where a user is in a timeline and sync that across devices/apps. Twitter thinks you shouldn’t care what you’ve seen or not seen.

      Keeping that in mind with regards to this new promoted tweet functionality… If you’re using Twitter like they think you should, you wouldn’t see that tweet from Gatorade from 6 hours ago because you’re focused on the latest tweets only. This change makes sure that even for those users, they see the tweet the brand wants you to see.

  • http://www.gatim.nl vertaalbureau

    interesting development. It was about time!

  • http://newmovementmedia.com/index.html New Movement Media

    Smart move for Twitter! Since the rise of Google Plus, Twitter needed to do something… this ad model of theirs seems to be a good idea in my opinion, but since it is still in it’s testing phase we will have to wait until Twitter gets enough data to say “Go or NO”.

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  • http://www.chinaggoshop.com chinaggoshop.com

    Smart move for Twitter! Since the rise of Google Plus, Twitter needed to do something… this ad model of theirs seems to be a good idea in my opinion, but since it is still in it’s testing phase we will have to wait until Twitter gets enough data to say “Go or NO”.

  • http://www.busyvids.com Bill Knight

    Personally I don’t think this will work. People use twitter to send brief messages, not for shopping or buying. At best it might create brand awareness. Facebook seems like a better place to advertise, but again, people are not really in buying mode on Facebook. Advertisers shouldn’t get too excited about this announcement.

  • http://retailedge.com Azrian

    I have a feeling that Twitter will be the only one making money here.

  • http://www.metanym.com/milton-keynes MarkFL

    Twitter users like discussion, not being sold to so if the ads get annoying expect less use. That said Twitter have got to show they can make money so it will be interesting to see how this developes. Mark

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    Smart move for Twitter! Since the rise of Google Plus, Twitter needed to do something…

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