Nearly four months after Twitter’s ‘Promoted Tweets’ started appearing in users’ feeds, the response has been remarkably, well, moot. In fact, the introduction of ads into the social network has been, daresay it, even positive, in pale contrast to previous attempts at monetisation.
Despite the few expected grumblings (see the tweets at the bottom of the page), Twitter’s approach to its promoted tweets—unobtrusive, timely, and even relevant—seems to be sitting well with it’s user base.
Perhaps having learned something from the universally hated QuickBar (aka #dickbar) debacle in March, which users found pushy and meddlesome, Twitter’s newest attempt at monetisation is comparatively courteous and conservative.
The company is obviously cautious not to repeat such a revolt as QuickBar, or the type Facebook when it launched its latest layout in September.
For the time being, promoted tweets can only be seen by users who are using Twitter.com in a browser, although the company has said it is planning on bringing promoted tweets to its own Twitter clients like TweetDeck and some third-party ones, including HootSuite.
The ads appear at the top of users’ feeds when they log on and move down with the timeline as new tweets come in, like any other tweet.
Users who dislike a promoted tweet can simply dismiss it from their timeline with a single click, using the ‘dismiss’ button that appears as part of the tweet.
A study by Lab42 last month surveyed US Twitter users revealed some promising data for brands using promoted tweets:
– Only 21% of users said promoted tweets were “annoying and take away from the Twitter experience.”
– 48% said they had seen promoted tweets from brands that were relevant to them.
– More than 40% said they found a discount or discovered a new brand through a promoted tweet.
– A further 27% of respondents said they retweeted a promoted tweet.
However, only a small selection of Twitter users are seeing promoted tweets at this time. When the company launches its full roll-out, it’s expected that the furor may still be coming.