Are Marketers Interested in Twitter Promoted Products?

According to early adopters like Virgin America, Bravo TV and Red Bull, Twitter’s Promoted Products are highly effective. Virgin America reported that Promoted Tweets helped the airline record its fifth-highest sales day in the entire airline’s history.

But that was back in April-May, when Promoted Tweets was launched. A huge proportion of the clicks was due to novelty of the ad product. Everyone wanted to know what Promoted Tweet was at that time.

So, after nearly 8 months, we wonder if marketers are willing to invest in Twitter’s Promoted Products. TWTRCON and oneforty surveyed 110 marketers and communication practitioners to pick their thoughts on the micro-blogging ad products.

The responses were equally distributed among the available options. 57 percent of the respondents expressed interest in Twitter Promoted products. 1 out of every 4 of them declared that he or she is ‘very interested’ in advertising on Twitter. The same proportion of people said they were ‘uninterested’.

According to Twitter, Promoted Trends increases conversation around a topic by 3 to 5 times. That is a lot of buzz generated but Twitter must continue to prove to advertisers that its ad platform can generate ROI. Virgin Airline can’t be the only testimony if it wants to be earned more trust from advertisers. On the other hand, whether it is for paid or organic marketing activities, Facebook is the clear favorite for clients’ campaigns. Almost 9 out of 10 people would choose Facebook, while Twitter gathered only 40 percent support from the respondents. Surprisingly, 14 percent wouldn’t even consider social media for their clients.