On Tuesday Twitter launched its much-anticipated advertising platform, ‘Promoted Tweets’. At first, Promoted Tweets are to appear within Twitter Search results with the view to expand on this over time depending on the success it achieves.
The platform will allow businesses to insert themselves into the Twitter stream in order to rise above the noise. It will start with search results, but later on will feature in Twitter streams and third-party apps such as TweetDec and Tweetie. The current model dictates that only one ad will be displayed per feed as to not clutter the page with numerous Promoted Tweets.
Initial customer’s trialing Promoted Tweets include the likes of Virgin America, Bravo, and Starbucks. A quick search for 'coffee' will now display a sponsored Starbucks tweet right at the top of the results listings.
Promoted Tweets works in a similar fashion to Google AdWords - advertisers bid on keywords. Over time, Twitter intends to include a “resonance score” metric that will judge how much reach and impact individual sponsored tweets have based on retweets, views, etc.
It will be interesting to see the progress of Promoted Tweets and how this can be incorporated into a recruitment marketing campaign – as another marketing channel it should definitely be considered…..
