Introducing Twitter Quick Promote
Can you promote a tweet with a couple of clicks and watch the interaction in real time? The answer is YES by using Twitter Quick Promote! On February 4th 2015 Twitter launched “Quick Promote”. It was packaged as a tool for small and medium sized businesses (SMB) but as long as you have signed up for Twitter Ads you are good to go. Twitter Quick Promote is available globally. This new functionality has followed very quickly after the launch of Twitter Analytics On The Go.
How to set up Twitter Quick Promote
Firstly, ensure that you have a valid credit card in your Twitter Ads account. If you have not done this already, go to the Ads section in your Twitter analytics account https://analytics.twitter.com/ or you can arrange a financial agreement directly with Twitter if you are a large business.
The next step is to go to the analytics main navigation link and then the Tweet Activity section. Now the fun part starts!
How to “Quick Promote” a tweet
You could select any tweet to promote but it is advisable to select a tweet that has a link in it if your are intending to obtain more clicks and select a tweet that has already performed well organically. Look at the engagement figure for each of your tweets and compare them to the chart of your engagement over the last 28 days which includes your daily frequency engagement rates and that is shown in the top right corner of your tweet activity page.
Here is one of my tweets that I selected to quick promote. You will see that there are 3 choices of spend value. I selected the first one. You can see that there is an estimate of the extra clicks that I could achieve by quick promoting this tweet. So I continued to see if I could obtain the 6 clicks.
Once the promotion was finished, an option appeared to promote again. I compared the paid quick promote to the original organic performance in the tweet details section for the tweet I promoted and toggled the impression overview graph to show the last 24 hours of activity rather than just the first 24 hours.
What about using the quick promote with the highest spend suggestion? Could Quick Promote also deliver the estimated clicks with the highest level of spend available? See below what happened when I selected another tweet and selected the highest Quick Promote spend value. A very good performance was achieved because the estimate was 35 clicks and 45 were achieved.
What targeting is used by Twitter Quick Promote?
Twitter automatically targets Twitter users who have similar interests to the account which is launching the Quick Promote. Naturally this will be the best option to find Twitter users most likely to be interested in the tweet about to be quick promoted. This is why it is so important to select a tweet that has already shown good engagement with your followers. So how can you find out what the interests of your own Twitter followers are? These are shown in the Twitter Analytics site as well. Go to the main navigation and select “Analytics”, then “Followers”. You will then see a table labelled “Top Interests” which lists the top 10 interests of your followers, and above this a smaller table labelled “most unique interests”. This table lists the top 5 most unique interests of your followers.
Here are the most unique interests for my @Jedi_Roach Twitter account:
- 63% Marketing
- 49% Entrepreneurship
- 37% SEO
- 36% Advertising
- 35% Leadership
Campaign summary – Twitter Quick Promote
In the campaigns section of the Twitter Analytics site you can see the Quick Promote results listed with all the other campaigns you may have run. Note that in this table of results Twitter lists the engagement rate and cost per engagement which you can use as future benchmarks not only for Quick Promote activity but also for any larger campaigns you might run.
You can also export the results. To export you first need to select the download granularity. You can select from daily or hourly figures downloaded in a CSV or XLS file format. The download is very detailed, including the campaign url, eCPE (effective Cost Per Engagement) CPE, currency, and all the engagement figures and much more.
Summary – Twitter Quick Promote
Twitter Quick Promote is new from Twitter. It allows you to promote a tweet in seconds with just a few clicks.
Use Twitter Quick Promote to have tweets automatically promoted to Twitter users who have similar interests to your followers. View the results in real time. Twitter have said that they have found that users who saw a relevant promoted tweet from an SMB were 32% more likely to visit that business. I made 3 promotions using this new functionality and found the estimates of clicks very close to what I actually achieved.
Unlike Facebook, there is no 25% text restriction for the image used in your Twitter promoted tweet. Twitter cards would seem to me to be the most effective choice of format to maximize visibility, interest and CLICKS when you “Quick Promote”.
Have you given Twitter Quick promote a try yet? How likely are you to add this to your paid spend allocation for campaigns? If you enjoyed this post, please let me know by leaving a comment below, or share it with others. Thank you.