Ten years ago, television programs and magazines were the dominant marketing channels. However, with the advance of technology, social media like Facebook, Instagram or Twitter are starting to replace those channels in marketing strategies of many businesses, especially the small one. There is now a wide range of social networks and they all have their own advantage compared to each other. Is Twitter the best one? It is really hard to say yet this platform sure has unique functions which others do not possess.
Your money is worth it
This is one of the most valuable features of Twitter. Normally, when you post an advertisement on social media, you only aim to one or two specific targets like download times or conversion rate. Things like the number of views or interactions do not mean so much. What makes Twitter different is that it only charges for your real achievements. For example, you post the ad for a new app, you will merely pay for the number of download times which is the real measure for the success of advertising campaign not for Like or Share.
Recently, other platforms like Facebook are also trying to offer that feature but at least, Twitter has been the pioneer for a long time.
Engager targeting
Twitter also provides another superior feature that helps target people who saw or engaged with your tweets. This way, you can aim your ads to specific groups of people and only focus on them to propaganda your products. You do not need to persuade all Twitter users who may or may not care about your business at all. Instead, your time and effort can be efficiently invested in potential users who really engaged with your posts.
Moreover, getting control over the engagement rate will help you a lot when turning number of view, like and share into conversion rate which indicates how probably your engager might become actual customers. You can hardly find this function in other marketing platforms.
Keyword targeting
Just like engager targeting, keyword targeting also allows businesses to narrow the range of potential users. In details, Twitter lets you know who have used some specific words and hashtags in a period of 7 days or who have engaged with posts having those words and hashtags. Whereas, other social media like Facebook only provide topic targeting. Then you can promote your ads so that they only show up on pages of those users.
For example, if you want to focus your ad on people who included #RUGBY in their tweets, you can use keyword targeting function to limit your promotion to pop up on their pages only.
Then based on the reports provided later by Twitter, you can conduct some analysis to improve marketing strategy.
Tailored Audiences
Imagine that you can reach to every user on a social media platform without knowing anything about them. It will bring back so many chances to get more potential customers when you can access their accounts and know who or what they are interested in. Fortunately, you do not have to imagine at all as Twitter has already provided that feature. With tools like BirdSong Analytics, an owner of a promoted tweet can get a list of all users who follow a specific account and target them by using the tailored audience.
Clearly, unless you are a hacker, you cannot do the same thing on Facebook because you will need those user’s phone or email address to reach them. With Twitter’s tools, you can get to any user you want at no cost.
Low cost
Advertisers on Twitter can save much cost as they have to face less pressing competition. The price you are charged depends on the price you set yourself in the auctions.
Conclusion
To sum up, although Twitter has a narrow range of users compared to Instagram or Facebook and do not have many tools supporting picture and video sharing, it provides business owners and advertisers other tools backing up their marketing strategies as mentioned above. It is useful for all industries. Especially, if your business is running in Entertainment, Politics or Technology, Twitter is really what your marketing team should be looking for.
