Viking Twitter Ads
TheMarketingTeacher is pleased to offer items from Warlord Marketing. This particular resource is from the Viking Digital line and includes a quality eBook (pdf), a video version and an audio version. You and your students can learn in a variety of ways.
What is Twitter?
Twitter is an incredibly powerful online news and social networking service. It’s in a unique league of its own due to several features that set it apart from other social networking platforms like Facebook, LinkedIn, and GooglePlus. Firstly, one of the main functions and uses of Twitter is as a news/events broadcasting channel. In many ways, it’s more like a news ticker than a social networking platform (albeit a news ticker where you get to choose what news you want to hear about by choosing who you follow). In fact, it’s become a must-have resource for news networks and journalists who want to stay in the know about anything newsworthy in their areas. Journalists make up almost 25% of all verified Twitter accounts. Secondly, Twitter is all about short burst broadcasts. All posts consist of tiny bite-sized messages, called Tweets, of 140 characters or less, or some combination of video/images and text. Users can broadcast and receive these messages via SMS, Mobile App, and the Twitter website interface.
Interaction with these posts can take the form of replies, likes, and retweets, with the latter being the ultimate sign of a successful tweet. For businesses and organizations, Twitter is used not only as a place to network and broadcast news but also as a way to keep audiences updated about content published elsewhere. For example, some businesses primarily use Twitter as the “hey look” step in their content marketing plan, in which they simply Tweet every time they publish a new blog post on their website or a new video to their YouTube channel.
Bottom line: Twitter is a powerful, “short & sweet” social broadcasting platform that can play a very significant and positive role in any business’ online marketing strategy.
Why Advertise on Twitter?
Advertising on Twitter could be one of the most impactful decisions you make in your business’ online marketing strategy. Why? Because of the sheer numbers, for starters. There are well over 300 Million active users on Twitter (nope, not a typo) and that’s nothing compared to the total created accounts which are sitting at over 1.3 Billion (yes, with a “b”). Of that gargantuan amount, around half, 550 million, actually ever Tweet and another 500 million visit the site each month to read tweets and news without logging into their accounts. One-third of all US social media users are on Twitter and 80% of active users access the site via mobile. These days, anyone who is anyone is on Twitter, including over 80% of the world’s leaders.
So that’s all well and good from a purely personal perspective. Clearly, the numbers are there. But what about business? Why should you market and advertise there? Well, if it’s any indication, 65.8% of US businesses with 100+ employees are marketing on Twitter. 58% of the world’s top brands have built and maintained enormous Twitter followings (100K or more). And how active are all these businesses on Twitter? 92% of them Tweet more than once per day, nearly half of them (42%) Tweet up to 5 times per day, and 20% of them go crazy and Tweet up to 10 times each day. Yeah, there’s a good bet that these companies have a very good reason for putting so much marketing energy into Twitter.
So the businesses and companies are clearly on board. But what do consumers think? Well, the average Twitter user follows 5 companies and 80% of them have mentioned a brand or business in a Tweet. 54% of consumers on Twitter reported that they have taken action in response to seeing brands mentioned in Tweets (e.g. Retweeting, going to the brand’s website, searching for the brand, etc). To finally drive the point home, Twitter revealed in 2016 that total paid ad engagements had grown a whopping 208% year-on-year. Yikes.
So, to conclude, the question clearly isn’t whether or not you should be advertising on Twitter. The question is: What are you waiting for?