Advertising on Twitter doesn’t cost $100,000
The digital marketing world experienced a collective jaw-dropping moment when the Wall Street Journal — and many major blogs and all sorts of re-reporters, retweeters and the like — reported that Twitter’s Promoted Tweets advertising option was being sold to advertisers for “upwards of $100,000.” [...]
If an advertiser is paying “upwards of $100,000″ with this approach, he or she is getting an outrageous amount of exposure. In my experimenting with Promoted Tweets on behalf of a client, I can safely say we couldn’t even find ways to spend $100,000 at this point. We’re seeing tremendous returns — loads of impressions and clicks, and a far higher engagement rate than most Web ads — but there’s neither enough competition (the program is only open to select brands) nor search traffic to rack up costs that quickly. [...]
Twitter has been rather tight-lipped about its advertising options, especially the costs associated with using them. The company seems to only discuss those matters with the digital marketers within the brands who’ve been lucky enough to experiment with the program in its early stages. But by not weighing in to clarify this matter (please, correct me if I’m missing something), Twitter is potentially turning off future advertisers who will write off these promotional opportunities as too little bang for too much buck.
Read the rest of this article as it was originally published on the Fast Horse blog, Idea Peepshow.
