Affordable advertising is something that all independent content creators can use in some way to enhance their impact online. Since Twitter rolled out their Promoted Tweets, Promoted Trends and Promoted Accounts earlier this year many large companies and political parties have taken advantage of them.
The problem is that not everyone has access to them yet. I was lucky enough to be selected to participate in the beta program and this week I started experimenting with them. I like to be personally familiar with things before I write about them or use them for clients.
So far the various promotions platforms from Twitter compare favorably to other available platforms in terms of reach, targeting and performance. Price seems to be a bit higher than Google Adwords but since this is a site specific platform (like Facebook Ads) that is to be expected.
Twitter says that Promoted Tweets will allow you to “engage beyond your core followership(their word).” And they list the following benefits (in italics):
- Sharing content and seeding interest
This is obvious. You can promote your Twitter account to a wide swath of Twitter users and by wording your tweet carefully you can use it to drive viewers to your website or a music video or song on Soundcloud or some similar service.
- Building awareness among relevant audiences
You can target specific groups of twitter users based on interests like #music or you could probably really narrow it down to something with a niche audience like #deathmetal in order to maximize your impact.
- Building a brand voice
By repeatedly promoting your tweets you can build a group of related, promoted tweets that, taken collectively, will define the “voice” of your brand.
- Offering deals
Use promoted tweets coupled with an incentive like a free song download to further entice people to take a few minutes out of their busy schedule and get to know you better in return for a reward.
I think that Promoted Tweets can make a great addition to your DIY promotion toolkit. They offer you the ability to promote your brand to a wide audience at whatever level you can afford. Just establish a budget, set your per day cost limit and off you go.