Most of the social media platforms already have some sort of advertising tool, which can be used both by large, corporate accounts and small businesses. Twitter’s primary point of sale in that respect used to be the “Promote Tweet” function, which allows users to promote individual tweets and hashtags and display them to a relevant audience.
On November 8th, Twitter decided to go a step further and introduce a whole new platform for advertisers called Promote Mode – explicitly targeted at small businesses.
Promote Mode is Twitter’s first subscription product. Twitter recognised the need of budding businesses to get their social presence noticed and recognised by their target audiences.
In the simplest of terms, Promote Mode is a subscription service, which enables small and midsized businesses and personal brands to run ad campaigns for a fixed fee of £79 a month. It is designed to work best with accounts that have up to 2,000 followers.
When Promote Mode is enabled, the first ten tweets every day will become Promoted Tweets (as long as they pass Twitter’s quality filter) targeted at a selected audience. This means your Tweets will be displayed with a “Promoted” badge to audiences relevant to you. It will also run Promoted Account campaigns so you can attract new followers.
The Promote Mode will not affect retweets, quote tweets and replies, which means they will not be promoted. The mode can be paused by toggling it off within the app, however pausing the activity will not stop the subscription and billing.
Promote Mode can be accessed and controlled through the mobile version of Twitter’s app. Alternatively, you can sign up for it here.
Why is it relevant to SME’s?
It is a new way to engage with audiences on Twitter, which will allow SME’s to reach broader audiences and grow their following. The only requirement is that they need to be actively tweeting.
The new offering runs on a subscription basis, and the promotion of tweets if fully automated. For small companies, this means they can spend less time running Twitter Ads and more running their business.
More importantly, Twitter Promote can be used in conjunction with Twitter Ads. Because the service has limited targeting options (up to five interests, metro locations or regions in your country), using both side by side will allow businesses to target a much wider audience through Twitter Promote while still showing messages to the most relevant users through Twitter Ads.
How can you make use of it?
Small and medium businesses can significantly benefit from the new feature. It is fully automated, so you don’t need to put any additional effort into promoting your tweets (apart from making them engaging, of course).
Moreover, Twitter has reported that on average, accounts will reach 30,000 additional people and add 30 new followers every month. These numbers will naturally depend on factors such as the account type, your targeting selection and the number of tweets you post.
However, as with any campaign, not every tweet will serve an impression as that depends on its quality and performance. As stated by Twitter’s director of product management Wook Chung “Small businesses and individuals using Promote Mode can expect their followers and influence to steadily grow every month, as long as they are actively tweeting. The most successful people will keep Promote Mode toggled on while they focus on creating their best tweets”.
Although there are no guarantees with Promote Mode, it’s certainly a more affordable way for SME’s to utilise the power of Twitter.