Are Twitter Ads Relevant in the Age of Temporary Messaging Apps?
For those with their finger on the pulse of digital media, it may seem as though Snapchat reaches new heights every day. For instance, Snapchat now has more daily users than Twitter or LinkedIn and is accessed regularly by 30 percent of all U.S. millennials.
But does this mean that it’s logical for your brand to begin a Snapchat advertising campaign? Most likely not, and especially not for small or mid-sized businesses lacking a teen and young adult customer base. Although Snapchat recently launched an expansion of its advertising opportunities, the platform has not yet been developed to the extent where a majority of businesses can leverage its reach for a significant ROI.
However, there is one social platform that offers unparalleled social advertising ROI – Twitter. Though it’s reached maturation, the little blue bird still packs a punch where influence and targeting is concerned and more so than ever with updated advertising features such as conversational ads and video ads on specific content categories.
The efficacy of Twitter advertising was on display during one of the biggest nights in American politics – the first presidential debate. Jenna Golden, head of political ad sales for Twitter, reported that her team dealt with multiple budgets of at least six figures on debate night. Eclipsing 84 million viewers and more than 10 million tweets, the event easily claimed the title of the most tweeted debate ever. Golden also noted that Twitter’s advertising tools allow campaigns of all magnitudes to target potential voters by demographic categories such geography, gender and Twitter-specific criteria such as the accounts a user follows or even specific hashtags they’ve used.
But can regular businesses leverage the social media site to the same extent? Absolutely!
Twitter offers a variety of targeting efforts based on who a user follows, interest categories, words and phrases a user recently tweeted or even what they’ve searched for. By honing in on the demographics of an ideal customer base, businesses can reach their audience more easily and cost effectively than other social networks without in-depth ad targeting.
Whether you’re a microbusiness with a team of one or a multi-billion-dollar company, Twitter has direct access to and influence over your audience – no matter now large or small, niche or broad – you just have to pay to consistently get your content in front of them.
Have questions about whether social media advertising may be right for your business? Request a consultation with our team of experts and we’ll walk you through social media platforms and PR/advertising options that deliver measurable results.