This document provides an overview of Twitter's promoted products for advertising, including statistics on global Twitter usage and tips for campaigns. It summarizes key promoted products as Promoted Tweets to increase brand engagement within user timelines, Promoted Accounts to grow follower bases, and Promoted Trends for exclusive top trend takeovers. Case studies demonstrate how brands in South Africa have used these products for objectives like driving event attendance or followers. The document also outlines targeting options and campaign requirements. It concludes with restrictions for alcohol and financial brands and examples of enhanced account insights available through promotion.

1. Twitter Promoted Products
An Overview on Best Practices and Industry Stats

2. Global Active Tweeters
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South Africa – 1.2 million
US – 23 million
Germany – 2.4 million
UK – 6.6 million
France – 2.2 million
Italy – 3.1 million
Australia – 1.1 million
China – 36 million
India – 33 million
Netherlands – 2 million
Source: GlobalWebIndex, “Social Platform Adoption Trends,” 11 Sept 2012

3. Twitter Stats
MONDAY
Most popular day in SA
9-10pm
Most popular time to
tweet in SA
400
million
Tweets per day
globally
R6-R10
Average Cost Per
Engagement
78%
How much more likely
a mobile user is to
retweet a brand
1-3%
Average
engagement rates
on Twitter Ads
53%
Increase in purchase
intent from users who
saw a Promoted Tweet

4. Promoted Products

5. Product Overview
By targeting relevant and
real-time interests, Twitter
can be the shortest distance
between brands and what
interests their audience.
Promoted Account
A top spot
promotion in the
‘Who to follow’
section to grow
your follower base,
brand advocates &
the reach of every
Tweet.
Promoted Tweets
Target your Tweets
to the top of
relevant user
Timelines or
against real-time
search results.
Promoted Trends
An exclusive 24hr
takeover of the top
Trends spot. A high
reach & high earned
media placement.

6. Product Specs
Ad
Product
Promoted
Tweets
Targeting
Followers
✓
Look-alikes
✓
Pricing
Interest
Keywords Gender Country
s
✓
✓
✓
✓
Promoted
Accounts
-
✓
✓
✓
✓
✓
Promoted
Trends
-
-
-
-
-
✓
Device
✓
-
Auctionbased
Fixed-rate
Ad Specs
-
140 characters per
Tweet. 50kb max for
pictures; URLS
shortened to 25
characters.
Cost Per
Follower
-
20 characters per
account name. 15
characters per
@username. 48x48 px
thumbnail image.
-
Confirm on
order
20 character link.
Cost Per
Engagement

7. Campaign Requirements
• Twitter Handle (@handle)
• Login details
• Targeting options
• Dated media schedule (Tweets and Trends)
• Associated Tweets (Tweets and Trends)

8. Promoted Account
Purpose: Quickly scale follower
base
A top spot promotion in the ‘Who to
follow’ section to grow your follower
base, brand advocates & the reach
of every Tweet.
Placements: Search Results & the
Who to Follow widget
•Attract followers before major
promotions, events or product
launches
•Only pay when people follow your
account

9. ZA Case Study:
Promoted Account
Client
Major SA retailer
Challenge
Scale follower base quickly as
possible over 3 months (still
ongoing)
Solution
Strongly leveraged Promoted
Accounts to drive as many
followers as possible. Targeting
segmented into different interest
groups and optimised for low CPF
22k
Followers currently
obtained
2M
Account
Impressions
R8
CPF

10. Promoted Tweets
Purpose: Increase brand engagement,
build awareness and drive traffic to
external links
Regular Tweets within relevant user
Timelines or against real-time Search
Results.
Results in Engagements: Clicks,
Retweets, Favourites or Replies
Placements: Search results & user
Timelines

11. Search vs Timeline Targeting
Ad Product
Summary
Promoted Tweets in Search
•
•
•
•
Higher CTR
Higher CPE
Keyword targeting
Lower Reach
Promoted Tweets in Timeline
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•
•
•
Lower CTR
Lower CPE
Category or @handle targeting
Reach a wider audience

12. Promoted Tweet Tips
What To Say
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Give one-to-one help and responses
Broadcast relevant information
Create or share entertaining content
Leverage off current trending topics or include your own #hashtag
Include relevant and engaging media where possible (photo’s, video’s, links,
etc.)

13. ZA Case Study:
Promoted Tweets
Client
Major SA broadcaster
Challenge
Drive engagement with shows and
live events
Solution
Leveraged accounts throughout
the campaign and promoted
tweets on specific dates to
highlight key events
59k
Tweet
engagements
3%
engagement rate
16k
followers recruited

14. Promoted Trends
Purpose: Spark interest, encourage
engagement and conversation around
a topic/product/brand/event
A 24hr takeover of the top Trends spot
- an exclusive, high reach media spot
Trend will take users to a feed of
tweets containing the trend, with the
brand’s chosen associated tweet on
top
Placements: Top of the Trend list. Will
reach everyone who logs into Twitter
during those 24 hours
Average ZA impressions:
600k – 700k

15. Promoted Trend Tips
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•
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Remember: Hashtags mark keywords or topics in Tweets
More than 2 per Tweet is overkill!
Use obvious, easy to read hashtag
Promote your #trend through all marketing mediums during a
campaign – bring the conversation online

16. Case Study
@Ciroc
Challenge
Engage Twitter users over 21 in realtime conversations to drive brand
awareness and social responsibility on
NYE
Solution
Combined Promoted Trends and
Promoted Tweets to connect with the
right audience and drive earned media
13%
Highest
engagement rate
for alcohol brands
in 2012
Source: @TwitterAds
+369%
751M
Increase in
positive mentions
Potential earned
media impressions

17. Lead Generation Cards

18. What are they?
• A feature within a Promoted Tweet which expands:
• reflects an image,
• a description and
• A call to action button
• Button captures users details as filled in in on their
Twitter Account
• Generate leads/competition entries directly from tweets
• Use to drive: campaign entries, offer redemptions & sales
• No extra cost to utilize

19. Generate leads directly from Tweets
Lead Gen Card Example
Lead Generation Cards make it easy for people to express interest in what you offer
No click-through
No form to complete
User expands your Tweet and views your
offer from within their Twitter timeline.
User s information is pre-filled; they
only need to click the submit button.
@
TwitterAds | Confidential
2

20. Pinned Tweets

21. What are they?
• Selected Tweet pinned to the top of a Twitter Account
• First Tweet users see, and is automatically always
expanded
• Best to use during a campaign to make sure Account is
always relative
• Looks attractive
• No extra cost to utilize

22. Pinned Tweet Example

23. Enhanced Insights

24. Enhanced Insights
• Running any Promoted Product will give you access to
unique and detailed insights to your Twitter Account and
follower base.
• This data is not accessible to Twitter Accounts
independently.
• This data is invaluable to gauge who your current
audience is, as well as the effect your campaign has on
them.

25. Insights Example

26. Advertising Restrictions

27. Alcohol Brands
Alcohol Brands are not be allowed to:
1. Use the Twitter Product "Promoted Account" for their brand named Twitter Account
2. Use the alcohol brand name or any alcohol/drinking related words within Promoted
Tweets or the Promoted Trend #hashtag
3. Imply the act of drinking or selling alcohol through any promoted media (images, text,
videos, sound)
4. Link to the official alcohol brand’s website
5. Run competitions with alcohol as the prize
Alcohol brands are allowed to (provided all of the above conditions are met):
1. Use the Twitter Products "Promoted Tweets" and "Promoted Trends"
2. Promote an event/competition/cause or celebrity
3. Link to a campaign specific landing page, as long as the page has 18 years + age
restriction pre-approval before entering site (as with all SA alcohol websites)
4. Continue to make use of their twitter page, tweet about the campaign, post media and
interact with fans as per normal
*Please note: Twitter will need to see a media schedule for a campaign as well as preapprove any content being advertised through their official advertising products.

28. Financial Brands
Financial Brands are not be allowed to:
1. Use the Twitter Product "Promoted Account" for their brand-named Twitter Account
2. Use the financial brand name or any financial products (including “banking” in general)
within Promoted Tweets or the Promoted Trend #hashtag
3. Link to the official financial brand’s website
Financial brands are allowed to (provided all of the above conditions are met):
1.
2.
3.
4.
Use the Twitter Products "Promoted Tweets" and "Promoted Trends"
Promote events/competitions/causes/advice or celebrities
Link to a campaign specific landing page, as long as the page
Continue to make use of their twitter page, tweet about the campaign, post media and
interact with fans as per normal
*Please note: Twitter will need to see a media schedule for a campaign as well as preapprove any content being advertised through their official advertising products.

29. Thank You!
Feel free to contact me with any questions or
advice on Twitter Advertising.
Candace Newton
candy.lyn.newton@gmail.com
@candynewton