There have been a number of blog posts discussing Promoted Tweets, the Twitter Advertising platform. Since the NY Times broke the story all of the other outlets who were privy to the information began adding their thoughts. The announcement of Promoted Tweets is significant because it’s the first public foray into money making that Twitter has taken. Here is an example of a Starbucks Promoted Tweet and a few of the better articles about Promoted Tweets.
Twitter Advertising Articles
- Twitter Blog
- Mashable: Twitter Promoted Tweets are Live
- NY Times: Twitter Unveils Plans to Draw Money From Ads
- John Battelle: Twitter to Roll Out Promoted Tweets
- Salon: Twitter Finds a Business Model
I really enjoyed John Battelle’s take and I think he raised some very interesting points, especially about resonance score.
In short, “resonance” is Twitter’s quality score, its measure of whether an ad is useful (Google uses clicks on ads in a similar fashion). That Twitter is including this feature is, to my mind, crucial – it means advertisers have to add to the conversation that is Twitter, or face losing their ability to insert commercial messaging into the Twitter stream.
Obviously it’s way too early to know if this foray into monetization will be profitable for Twitter but I imagine they have a fair number of advertisers waiting in the wings. The concept of resonance score provides an interesting opportunity for advertisers. Like quality score in paid search advertisers will be required to create ads that appeal to Twitter users. If they don’t the ads will not survive.
Watching the Promoted Tweet Evolution
I’m looking forward to observing how Promoted Tweets evolves and how advertisers are adapting to the platform. Obviously Twitter is looking at what Google was able to do and hoping to achieve the same type of success. There are bound to be a few hiccups along the way and it could fail miserably. Only time will tell. In the meantime if you feel I missed an article or an interesting take on the launch of the Twitter advertising platform, resonance score, or anything related please let me know in the comments.