Twitter Promote Mode – simple social media advertising without much control

Marko Herman - 30 Nov. 2017

In the ever-changing landscape of social media advertising, it’s a rare occurrence that someone introduces a less complex way of promoting social media content. Twitter did just that with it’s Promote Mode.

Aimed at Twitter accounts with less than 2,000 followers, who do not have the resources (mainly time and expertise) to get into the full Twitter Advertising experience, Promote Mode is an easy way to reach new people.

How does Twitter Promote Mode work?

Priced at $99 per month, it enables users to activate it and stop thinking about their promotion. Twitter will do the work, which stars by automatically choosing which tweets to promote out the first 10 tweets brand publishes each day. They will look at tweet quality when deciding which tweets to promote, and these will feature a small “promoted” badge – just like all other promoted tweets.

Retweets, quote tweets and replies will not be promoted.

Twitter Promote Mode will also run a promoted account campaign to attract new followers for the advertiser. And all promotions will target the audience brands define by selecting up to 5 interest or metro locations or regions within a selected country.

Only other control advertisers have is – choosing to pause the Promote Mode or to stop using it altogether.

On average, accounts will reach 30,000 additional people and add 30 followers each month. But this will vary based on the account type, targeting selection, type and frequency of tweets…

How is it different from standard Twitter advertising options?

Although Promote Mode might be a great way to start promoting yourself on Twitter without dedicating too much (any) time to, it may not suit all companies. Especially if you want to have more control over what is promoted, and to which audiences.

Through full Twitter Ads experience, when promoting tweets you get total control over which tweets to promote and to which audiences (for each tweet). You can also choose to promote tweets that will not be visible on your timeline, only as promoted tweets.

And there is more. In full Twitter advertising experience, you can create campaigns to:

  • Promote your videos
  • Get more followers
  • Raise awareness
  • Get website clicks or conversions
  • Get app installs

Also, you have more control over target audiences. You can use Twitter’s data about its users to narrow down who will see your ads based on gender, age, location, interests, keywords… You can also target followers similar to followers of certain Twitter users.

And that is not all – you can install Twitter tag on your website in order to use retargeting, or create list audiences by uploading different data like email addresses, mobile phone numbers, Twitter usernames, Twitter IDs, or mobile advertising IDs.

How to choose?

If you have more than 2,000 followers – you can’t choose. You can only use full Twitter advertising experience.

There is a vague announcement that Twitter will create promotion tiers with a higher price, for Twitter users with larger followings. But since Promote Mode itself is still very young new tiers will have to wait for user feedback on initial offering.

If you qualify for Promote Mode – you won’t lose much by testing it. And we support testing whenever you can. Just make sure to set your targeting properly, so you reach your preferred audience.

But, we will always vote for more control over your advertising efforts. Especially if you can’t put your audience into one relatively broad bucket. If you don’t have enough resources to do it yourself – you can always hire a specialized social media advertising agency to do it for you.

Have you tried Twitter Promote Mode? Do you plan to? Let us know in the comments section.

Marko Herman is Digital Quince co-founder. He creates and executes digital marketing strategies, runs advertising campaigns and... enjoys mountain biking.

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