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Twitter Advertising Guide: Follower & Tweet Engagement – Part 1

Social media advertising welcomes a new effective player to the game. With the recent roll out of optimized advertising, Twitter has proved it will be a front runner among options for paid digital ad campaigns. Just like Facebook advertising, Twitter offers a variety of choices for objective-based ad campaigns.

In Part 1 of this blog series, we’ll look at the Follower and Tweet Engagement Campaign Objectives within Twitter.

Follower Acquisition

A Follower Acquisition campaign is meant to increase your community on Twitter by asking people to follow your account. When setting up a Twitter Follower Campaign you have the option to select a tweet you have already tweeted to your followers. Alternatively, you can choose to create a “Promoted Only” tweet, which will not post to your timeline, but rather it will only appear on your targeted audiences’ Twitter feed.

I recommend keeping your Follower Campaign text to a minimum of 100 characters. Something short, sweet and to the point. Twitter also suggests that you don’t include a photo in your tweet, because that will distract potential followers from clicking the “Follow” button.

Here are a few examples of engaging tweets:

  • Follow us to get exclusive deals and coupon codes!
  • Follow us if you love fried chicken!
  • Love coffee? Follow us today for special offers near you!
  • Hate how expensive your phone bill is? Follow us to see how you could be saving up to 60%.
Jack Daniel’s Fire Follower campaign. IU Health Follower campaign.

Tip: Create at least 3-4 unique tweets to increase your chances at a successful performance.

The next step in the set-up process is to define your audience. Twitter allows you to choose from one of the following targets:

  • Interests: Choose from interest categories based on who you would be interested in following your account.
  • Followers: Choose specific accounts and target followers similar to their account.
  • Tailored Audience: Here you can upload your own lists and target those people. Note: Listing uploading can’t be done within Twitter advertising. Twitter asks users to us a third-party source for uploading lists.

Once you choose a target, you will then be able to narrow down by location, language, device and platform and gender. The final step is then to choose your budget for your Followers Campaign. Twitter makes advertising worth the buck, because no money will be spent unless your objective is achieved.

Tweet Engagements

Twitter is a place for people to connect and engage. To increase your chances of an engagement, try constructing a Tweet Engagement Campaign. I would compare this type of objective to that of Facebook’s “Post Engagement” objectives. The goal is to create the largest audience for impressions, retweets, favorites and clicks.

Examples of Tweet Engagements could include:

  • Special sales or promotions
  • Events
  • Visually appealing photo
  • Vine or YouTube videos
Amazon promotes their coupons with Tweet Engagement ads. Ugg Australia promotes a video on Twitter for the holidays.

I would consider this objective the catch-all for tweets that you would like to promote to larger audiences. The key to creating a successful Tweet Engagement Campaign is to create content that is shareable, but also has a purpose to be shared. And just like a Follower Campaign, Twitter allows you to use a previously posted tweet, or to create your own Promoted-Only tweet.

With this objective, Twitter lets you choose from one of the following targets:

  • Interests: Choose from interest categories that are similar to your followers.
  • Keywords: Reach people that might be associated with similar keywords related to your promoted tweet.
  • Followers: Select specific Twitter accounts with followers that would have similar interests to your tweet.
  • Television (one of the coolest features!!): Target people who follow specific TV shows. Great for tweeting during TV show finales, premieres, award shows, sports games and more.

Just like a Follower Campaign, you will be able to tailor your audience by location, language, devices and gender. You can also upload lists, CRMs, and more to reach a specific audience.

Twitter Advertising is a great tool for increasing your brands reach along with increasing followers to your account. In Part 2 of this guide, we will explore the Website Clicks & Conversions, Leads and App Installs or Engagement objectives. Stay tuned…