Twitter is making strides in its attempt to monetize the audience that views its tweets. Recently, the social media company began rolling out a new feature that will let advertisers run Promoted Tweets on several websites and apps, starting with Flipboard and Yahoo! Japan.
On February 4, 2015, Twitter revealed a new “quick promote” tool designed to help businesses, particularly small and medium-sized ones (SMBs), boost the exposure for their most popular tweets directly from the Tweet activity dashboard.
“Promoting a Tweet takes just a few clicks and your Tweet will automatically be targeted to users who have interests similar to your followers — the audience that is most likely to be interested in your message,” wrote Buster Benson, Product Manager at Twitter. “Whether you’re Tweeting about a new product, promotion or blog post, Promoted Tweets can help you drive measurable business results.”
Prior to the introduction of quick promote, advertisers had to make use of the company’s self-service ad platform, and while it’s still available for use, Twitter understands that the majority of advertisers spend most of their time on the social network’s analytics page.
Clearly, Twitter has been actively pushing the idea of Promoted Tweets, as it can contribute significantly to the growth of SMBs’, as well as its own, revenues. “We found that users who see a relevant Promoted Tweet from an SMB are also 32% more likely to visit that business,” Benson claimed.
Using quick promote is easy, as illustrated in Figure 1 above. Advertisers simply need to logon to the Tweet activity dashboard, choose a Tweet that they wish to promote, and pick a budget. Twitter will then show them an estimate of the reach once their Tweet has been promoted. Additionally, this feature lets advertisers observe in real-time how engaged people are with their Tweet, which in turn helps them improve their content strategy to drive more desired actions.
Watch the video below to learn more about quick promote:
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