Twitter gives way for advertisers to tap into an individual’s personal cyberspace and carefully inject brand messages within it. With the help of Twitter’s business tools, these brand messages make their home in the timelines of individuals and thus can influence them without broadcasting their intention — the latter of which could potentially forfeit consumer trust in the brand.
Think of each advertised tweet as a commercial in disguise: it appears in the same format as any other tweet composed by any individual, but is actually a vessel for brand messages.
One of the most unique advertising features on Twitter is an instant unlock card. If individuals tweet about a brand and tag them in it, they will be given something in return for the action. These rewards may range from an unreleased movie trailer to coupons to free items. The focus of this tool is to create conversations between users about the brand, and have even earned some companies a 34% earned media rate. That’s big, especially when it’s coming from a mere 140 character message.
The trending topics box is another part of what makes this platform so alluring to consumers. Individuals are instantly told what is popular in the world at that specific moment in time – and who wouldn’t want to be in the know? Trending becomes an advertisement when marketers pay to have their message denoted a trending topic, therefore labeling it as a topic of conversation. The concept of a trending topic makes consumers want to connect with their peers and join a conversation, so it is likely that they will click to read about the brand’s promoted topic.
Promoted tweets may appear in the timeline, search results, or suggestions box of a target audience that has been selected by the advertiser. Promoted tweets are most successful when the brand includes a call to action within the tweet. For example, the Floridian company “Check I’m Here”, now called “Presence”, thrives on college students that seek connection within their community, so naturally they took to Twitter to advertise their service since Twitter does this digitally. Every promoted tweet asked the individual to “request” further information — and consumers did just that.
These consumers may not have recognized the tweet as an ad, just as they would not recognize it in an instant unlock button or trending topic. They just wanted to join a conversation. Ultimately, Twitter allows advertisers to camouflage themselves into the lives of their consumers, gain their trust, and simply suggest some services and products that might make their lives a little better. #Genius.