By Neil King
Sarah Rassasse, digital consultant at Prototype Interactive, tells us how businesses in the Middle East will benefit from selling ads on Twitter
Companies in the Middle East can now promote their products and services on micro blogging site Twitter.
This step will surely bring Twitter back to the spotlight. In the past two to three years we have continuously received feedback from clients in different industries about a sense of hesitation when it comes to active engagement on the platform due to the fact that it did not allow anyone to advertise or escalate their brand’s name. This resulted in clients not understanding the importance of the platform and perceived it as just another social media site.
This put Facebook in the forefront as clients in this region like to set certain key performance indicators in place and measure what their return on investment is. The generic feedback from clients also showed that they thought it is best to use Facebook ads only and drive traffic to its pages than venturing out and looking for other platforms where their customer base might be.
Facebook also allowed companies to measure their page’s performance which gives a company an increased sense of ‘must-have’. They could also set media budgets in their annual spend that increased the importance of Facebook, a feature that Twitter previously lacked in the region.
Another issue that this new service would eliminate is the fake ‘organic growth of followers’. We have seen in the past few months multiple attacks on some big brand names which have accused each other of buying fake followers (fake accounts) and counting them as a huge follower base. This was a long standing argument as these brands had no way of defending or even explaining the sudden rapid growth in their pages.
We will now see a lot of brands investing in the new advertising service on Twitter, glad to see the analytics that they will have access to.
Promoted Tweets is a service that has been offered in the US for quite some time now. It enables companies to select certain Tweets and promote them in the sense that they will always be visible to their target audience.
This is quite important in the sense that a lot of companies release exciting information and want that tweet to remain visible to users who were not necessarily online at the time of its post. The interesting thing with Promoted Tweets is also that it targets people similar to your own target audience which maximizes reach. It is also available on a mobile device which is definitely a plus as statistics show us that the divide between desktop browsing and mobile browsing has significantly changed, with more people browsing through their mobile phones.
Promoted Trends carry massive importance as they carry a prominent placement on the site. Day in day out, users find certain topics that are ‘hot’ every day and this can assist brands to gain popularity as they can place themselves strategically.
Lastly, it is important to mention that the Promoted Accounts will definitely see an increase within the brands in the region as brands can now target followers who have an interest in their offering. This should also eliminate the ‘purchase of fake followers’ as brands will now monitor their followers’ base and clean out their pages.
What we have also seen in the past twelve months is the growth of Twitter’s loyal fans in the region. This is particularly an interesting observation as it tells us something about how this target audience interacts or behaves online.
The local users would rather use Twitter and the likes of Instagram to share their content and reach out to likeminded people as opposed to creating a detailed profile on Facebook.