Page 170 - Social Media Marketing for Dummies

marketing program and want to have a large number of people to whom you can
get the word out about the announcement.

Promoted Accounts help build that base with the additional benefit that after peo-
ple become your followers, they typically stay your followers. This lasting value
differs from display advertising, for which a dollar spent on an impression is lost
after the ad campaign has run. You get no real long-term benefit from that invest-
ment. Keep in mind though, that Twitter changed its timeline at the end of 2018
to show tweets based on what they think you are most interested in seeing. You
can switch back to the chronological view that shows all the tweets by recency but
that is not the default view.

FIGURE 9-2:
Promoted
Accounts on
the Twitter
home page.

Making Use of Promoted Tweets

Promoted Tweets let you draw extra-special attention to a single tweet. Promoted
tweets are primarily sold by being attached to a specific search term, although
Twitter is currently testing it in a user’s feed, too.

154 PART 3 Reaching Your Audience via Mainstream Social Platforms