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How the New Twitter Character Limit Offers New Business Opportunities

November 15, 2017/by Corey Padveen

The new Twitter character limit (280; double the previous limit) and their business offering is trying to attract a new advertiser.

It’s no secret that Twitter has had its fair share of issues when it comes to sustaining profitability – even steady revenues. For advertisers, there is plenty to love when it comes to Twitter (like TV targeting, for example) but there has always been a certain evergreen element missing when it comes to the microblogging platform; a certain je ne said quoi, if you will. On this week’s earnings call, it seemed like Twitter had finally offered a relatively new and unique solution to their revenue woes, largely having to do with the Twitter character limit.

What Is Twitter Offering?

Make no mistake: Twitter has tried and failed plenty of times in the last few years to attract advertisers the way that Facebook did. There have been unique structures, mobile-specific options (before Facebook commanded the mobile space) and omni-channel approaches (think Twitter TV targeting) that have all underperformed (even though some of them could have been game-changers had they been approached differently). But the current bilateral approach (or, rather, pivot) might be Twitter’s most ambitious strategy yet to attract paying customers.

Despite some of their innovative moves (again, I refer back to TV targeting, which I still maintain has huge upside when done properly) Twitter has not been a favorite for the casual advertiser. The network does, however, have a major asset of value, and that’s an algorithmic feed. In its nascent stages, marketers were fearful that this meant a major decline in organic reach, similar to what happened with Facebook. They were correct, but it has taken until now for Twitter to realize how to capitalize on this asset.

Now, Twitter is offering a monthly subscription plan for businesses and longer character limits. This presents a new opportunity for advertisers that don’t necessarily want to run a full-scale campaign but want more impressions on their important, business-driving messages.

How Can Businesses Use this Service?

With Twitter’s algorithmic feed, organic reach for businesses saw a predictable decline. By subscribing to this service, tweets can now reach a greater number of users without having to spend the time (and individual campaign budgets) building a campaign. Combine that with the ability to say more in a given tweet, and there is a lot that businesses can like.

With the right messaging structure for longer tweets, a fairly significant amount of information can be shared; just think about how much people were able to say in 140 characters. Doubling that means that you can really showcase your insights or share information about your business, and you don’t need to go too deep into the sales pitch as you might have considered with a paid campaign. This means a more natural, conversational style of content creation, and with the subscription service, a greater reach for those tweets and no need to pay on a cost-per-click basis.

What do you think about the new structure being offered by Twitter?

Useful Social Media Advertising Tips for Beginners

January 12, 2015/by Corey Padveen

When it comes to social media, there are few areas that can be more powerful than social media advertising, and these social media advertising tips will help you get the most out of a campaign.

It is no secret that the social media space is increasingly favoring the pay-to-play model for brands and businesses. That being the case, we are starting to see a move by many users towards social media advertising. Whether you are building your social presence, launching a new product, or driving conversions from untapped audiences, social media advertising can be a powerful tool. But it is important that you are using it properly.

These social media advertising tips are really presented as thought points that should be considered when deciding to venture into the space. Though social ads are cost-effective, you still want to make certain that you are not wasting any money by simply throwing it at a network and hoping it works.

Know Thy Target Audience

Target audiences are extremely important on social media, and that is particularly true for social ads. With so much noise online, we need to ensure that we know exactly who we are talking to. When developing your social advertising campaigns, have a particular audience in mind for the message as opposed to a generic one – it will lead to significantly greater conversions.

Use Relevant Content

Once you know your audience, you’ll want to make sure that the content you plan on promoting is relevant to their tastes and preferences. One of the greatest benefits of involving one’s brand on social media is the amount of information that is available about your audience. Determine what type and tone of messaging will work and create that ad.

Don’t Boost Your Account

It might seem enticing, but one of the most futile ad types are the promoted account ads. While these ad formats might generate positive results in terms of audience growth, we have moved away from the days where a larger audience means a more valuable social presence. With a targeted message and a clearly defined audience type in mind, you will find that your ads not only garner engagement, but acquire new fans and followers as well.

Take Advantage of Additional Features

Simply boosting a post to your friends and fans can be somewhat useful, but to really get the value out of social advertising, take full advantage of its capabilities! In Facebook’s Power Editor or in the advertising backend of Twitter, you will find several additional capabilities, like Custom Audiences and Twitter Cards. Learn all you can about these features and then incorporate them into your campaigns.

And on that note…

Study the Social Advertising Landscapes

Social advertising is much more than “boosting” your content. If you have decided to begin taking advantage of the social advertising landscape, you should be taking the time to learn everything there is to know about the platforms. As noted above, there are a lot of valuable features that can be exploited in the backends of these programs. Figure out what they are!

Pay Attention to Your Ads

Throwing a budget behind some content will yield average results, but you want your results to be above average! Keep a close eye on the activity of your social ads and make adjustments where you see opportunities. Real-time ad optimization is a great practice, and one that will keep your operation profitable.

Avoid Optimized CPC

Bid for yourself. Optimized cost-per-click does not yield the best results. It is significantly more convenient, and the results are not bad. But again, you don’t want your campaigns to simply be average! Once you understand how these ad platforms work, start bidding for yourself in order to extrapolate all the potential that you can out of every penny you invest.

Keep some of these tips in mind when you decide to begin your journey into the world of social media advertising!

What other practices have you found valuable? Tell us in the comments below or on Twitter!

How to Use Twitter Analytics to Optimize Ad Targeting [VIDEO]

March 14, 2014/by Corey Padveen

Are you optimizing your ad targeting on Twitter?

Twitter Analytics may be simple and easy-to-use, but they can be extremely valuable when crafting an ad strategy on the network. While our business might target one demographic with ad platforms like AdWords, Facebook Advertising or even LinkedIn, we might find that there is an entirely different demographic engaging with our brand on Twitter.

One of the benefits of creating an ad account on Twitter is access to the analytics of your audience. Learn where they are, what their interests are and use that information to craft highly engaging ads. Take a look at the simple tips in this video to see exactly how you can take advantage of the insights offered by Twitter Analytics in order to optimize your next ad campaign on the network.