Digital Insights

Twitter Ads Get Lackluster Reception


Published: June 4, 2013

With some of the successful advertising adopted by other avenues of social media, the introduction of Twitter advertising was thought to have promising possibilities. Though the idea of advertising to millions of users who spend a lot of time on the social media outlet, spouting 165 characters of information at a time, the actual reception to twitter ads was less than stellar.

What Kind of Twitter Advertising Is Effective?

While the studies revealing less than exciting results stemming from Twitter advertising highlighted lackluster responses to the ads posted throughout user feeds, there are some types of efforts that were more effective than others. Larger budgets that were used for increased and repeat exposure were more when to be more effective, according to a study performed by Nielsen.

In addition to the frequency of Twitter advertising efforts, the types of messages also played an important role in the number of interactions. Simply promoting a tweet that may not gardner interactions from followers or tie them to a brand or important message is not enough in regards to Twitter advertising. Instead, the message is even more important when promoting a brand or message on social media. The type of message can make advertising successful or a mere waste of marketing dollars.

Is the Low Cost of Twitter Advertising Worth the Result?

Twitter and other social media advertising can quickly ad up despite the low cost perception. But despite the small investment required to promote tweets and posts on Twitter, doing it right and gathering interaction can make the creation of a message more time consuming, requiring a greater effort than other, more traditional types of advertising messages. Businesses are, in fact, using Twitter’s advertising options, as the social media network posts revenue related to their new advertising options. But whether other companies and marketers are using the social media avenue to promote their tweets, ideas and messages has little to do with whether or not those efforts are effective. In contrast, measuring what may or may not make Twitter advertising successful in one’s specific situation is much more important. Additionally, using Twitter advertising as an avenue to promote effective, interactive messages may highlight whether or not one’s own efforts receive positive results or simply flop.

No matter what type of social media advertising is being used, marketers and businesses must continue to follow the same major ideas governing other advertising efforts: research, testing and tracking. By understanding what Twitter followers are engaging with and what messages may not be as effective businesses can begin testing ideas and messages on a smaller level before spending larger amounts of advertising dollars aimlessly promoting tweets that never had a chance at being successful and did not properly target their demographic. While researching the types of engagements that are more effective and tracking the results, marketers and companies have a better chance at understanding whether or not such social media advertising efforts will be a good part of their marketing mix.