It’s been an exciting past couple of weeks for Twitter. From being the first place to report the Pennsylvania school violence, to acquiring the social data service Gnip, Twitter is proving, yet again, that it is the place for news and information.
Another recent breakthrough for Twitter came in the form of a case study. The case study reported very optimistic findings for Twitter Ads, otherwise known as Promoted Tweets. The case study found that, in terms of lead generation, Twitter Ads did better than other social media channel ads, including Facebook. So should marketers be asking, “Could Twitter Ads become more effective than Facebook Ads?”
Twitter Ad Case Study
The case study, done by dating service HowAboutWe, shows that Twitter Ads generated more leads than other social media channel paid advertising. The case study was conducted in the fourth quarter of 2013, pulling data from Twitter’s geo-and-interest tagging targeting.
The case study revealed that leads from Twitter were “20% more likely to convert paying subscribers than other channels where ads were also present.” It also found that leads are “20% more likely to convert to paying subscribers than the rest of the brand’s traffic.”
So, is Twitter a better platform for advertising than Facebook? We can’t answer that for sure, but it’s definitely now competing with Facebook. It’s important to remember that paid advertising success greatly depends on the target audience. However, it’s also important to note that if done for the right audience, Twitter ads can greatly impact a brand’s connection to a targeted audience.
How Twitter Ads Work
Twitter ads became more effective after the platform introduced Tailored Audience Advertising in December 2013. Like Facebook’s Custom Audiences, Tailored Audience Advertising targets the right people with the right content. Tailored Audience Advertising works when brands creates specific messages suited for a specific sector of their audience. The brands then show Twitter their target audience’s browser cookie ID’s. Through an ad partner, Twitter takes the specific audience browser cookie ID’s and shows the audience the appropriate tweet. And voilà, a Promoted Tweet has been born.
While Facebook measures views and clicks, Twitter measures favorites, retweets and replies. Twitter’s measurements alone give marketers and better view of audience engagement.
HowAboutWe CEO Brian Schechter recently said “Twitter has definitely reached a level of maturity where we can rely on it.” While he also noted that there was room for improvement, HowAboutWe’s case study is just the first of many to acknowledge the capability of Twitter Ads.