If you wondered about promoted tweets and how well they fare: they’re super effective. Or so says online brokerage firm Zecco. In comparison with tweets posted on their normal account they’re seeing an increase in engagement of 50%. some specific tweets even saw a much larger increase in engagement, up to 300% more.
Obviously this raises the question what the original level of engagement was, and what level of engagement can be expected of tweets ‘just’ posted on a normal twitter account of a firm. On the other hand, it’s a good sign for ‘promoted tweets’ as a services that Zecco views it as an important increase, so Twitter is on to an important new asset here, despite critiques on the new promotional scheme.
Coming back to the specific services Zecco offers, it says it plans to use the Promoted Tweets platform (more) to share investment-focused resources. They also want to send out alerts such as ‘most traded’ to provide real-time intelligence from the Zecco community. More about the success of promoted tweets on Techcrunch here.
And if you want to read more on the what, how and why of promoted tweets you can read the guest article by Silvia Todorova on my own blog. You can find her article ‘Does advertising on social networks have to be at the cost of user experience?’ here.