As one of the largest social media platforms in the world, Twitter has many opportunities for businesses of all sizes to advertise.
Facebook Ads are paid advertisements that can appear on Facebook’s News Feed, Marketplace and Messenger, among other placements. As Instagram is owned by Facebook, you can also choose for your ads to appear on the Instagram Feed, Instagram Explore and Instagram Stories, as well as Facebook’s Audience Network.
Twitter Ads primarily use demographic targeting, where you define your audience by factors such as gender, age, location, and device. You can then add advanced targeting based on users' interests, behaviours and keywords such as movies, TV shows, etc.
Once you have set your targeting, the Twitter Ads algorithm will then show your advert to the users who are most likely to complete the goal you have set, such as website traffic.
When building your targeted audience on Twitter Ads, it is important to balance the number of users in your audience with how specific your advert will be to those people. The larger your audience, the more likely the Twitter Ads platform will be able to optimise your advertisement placement to maximise your goals. However, the more specific your audience is, the more personalised you can make your advert, which should increase engagement.
Twitter has a very large, very active user base. Data shows that at the end of 2019, Twitter had over 145 million daily active users globally. Globally, the United Kingdom is the third-largest country for Twitter users.
For businesses, this provides a large amount of potential reach. When combined with advanced targeting, analytics and machine learning, businesses can grow quickly and cost-effectively using Twitter Ads.
Twitter as a platform reaches a different demographic of users to other platforms such as Facebook or Instagram, and therefore, for some businesses, it can be a lot more beneficial to advertise on Twitter.
At NoVoodoo, we build a full Digital Marketing strategy for clients that evaluates which platforms will be most beneficial, which can effectively work together, and monitor the results to continually optimise them.
Twitter Ads typically tend to be more expensive than other social media platforms. This is for a range of reasons, including the demographics of users of the platform, the demand from advertisers, and the number of advertisement placements Twitter offers.
However, as with all Digital Marketing, the end return on investment is often the most important metric. For businesses that have an offering suitable for Twitter Ads and Twitter users, the higher initial cost can be justified by better results.
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