Yesterday Twitter announced that they’ll be rolling out Promoted Tweets in your main Twitter timeline. By definition, Promoted Tweets are ordinary Tweets paid for by advertisers in order to reach a wide group of users or spark engagement from their existing followers. Per the post on Twitter’s blog, the promoted ads are a new way to ensure that users can easily access the most important Tweets from the organizations they follow directly.
The Promoted Tweets will only appear in your timeline if you’re already following the account that has paid for the placement. According to Twitter, the Promoted Tweets will scroll through the timeline like any other Tweet and will appear in your timeline just once. The ads will clearly be marked as “Promoted” with an orange arrow icon below the tweet (the same way Promoted Trends and Promoted Tweets are currently displayed on the sidebar or in search). You can also easily dismiss or remove Promoted Tweets from your timeline with a single click.
Where will Promoted Tweets be displayed?
At the top of relevant search results pages on twitter.com.
In third-party apps like HootSuite and TweetDeck.
Twitter is also currently testing syndication of Promoted Products within HootSuite and TweetDeck. Promoted Tweets could appear in searches and user timelines in both of these third party applications.
Twitter will be testing and rolling out Promoted Tweets over the next several weeks with a select group of partners, including Best Western, Dell, Gatorade, Groupon, HBO,JetBlue, LivingSocial, Microsoft Xbox, Red Bull, Sephora, Starbucks, Summit Entertainment’s “50/50”, TNT and Virgin America and a handful of non-profit organizations, including charity: water, Make-A-Wish Foundation, Room to Read, The American Red Cross and Water.org.
So, how are Promoted Tweets different from other online ads? Twitter’s take is that since all Promoted Tweets start out as regular Tweets, they are an organic part of Twitter, which is distinct from both traditional search advertising and more recent social advertising. What are your thoughts on Promoted Tweets? Leave us a comment below!