It is not surprising or wrong that Twitter has discovered a revenue stream for their platform which boasts 45 million regular users. It was inevitable and their approach seems measured and considered. What’s sad is that brands were finally waking up to the idea that they had to connect with their audience, not just relentlessly throw advertising at them until their belief in individual choice would crumble to the point that they start shopping. Many benchmark brands had discovered that by engaging their customers in a conversation, by responding to them in real time and listening to what they were saying, they could offer them a better level of service and a better product. Twitter brands of note include Innocent Smoothies (@innocentdrinks) who fielded questions about their minority buyout from Coca Cola via Twitter. And in March online clothing retailer, ASOS (@asos), saw the opportunity to build a community and launched Twitter app Asos Follows Fashion “to connect fashion-loving people with real time news and views from the best of the fashion world”.
Brands like these, however, a far and few between and “promoted tweets” will no doubt seem like an easy option for less digitally savvy brands to get on the bandwagon. On his blog, Twitter founder Biz Stone assured users that “promoted Tweets must meet a higher bar—they must resonate with users. That means if users don’t interact with a Promoted Tweet to allow us to know that the Promoted Tweet is resonating with them, such as replying to it, favoriting it, or Retweeting it, the Promoted Tweet will disappear”. Thankfully, the very nature of Twitter and its fast paced, instantly reactive, vocal community will quickly reveal the power of Promoted Tweets and their role in helping brands engage customers.