Twitter recently released a new tool to enhance your promotional efforts. Branded as “your always-on promotion engine,” Promote Mode is a simple method to grow your brand’s Twitter influence by automatically amplifying your tweets for a flat fee of $99 a month. Promote Mode advertises each Tweet from your account based on their performance algorithm; Twitter claims it will steadily increase your reach, followers and profile visits.
Can this simplified “promotion engine” successfully boost your brand online? Is Promote Mode worth it for your Twitter account? We ran a case study to see how well it works. Here’s a summary of our experience along with the pros and cons of the service.
Twitter Promote Mode: The Pros
Simplicity is the greatest benefit of Promote Mode. Traditionally, brands have promoted their individual tweets by selecting a specific audience through complex location, user behavior demographic targeting, then paying for each unique campaign. Promote Mode simplifies this process by automating the promotion of your tweets and allowing a straightforward, flat fee. It’s a great way to save the time and hassle of manually boosting your tweets.
But how effective is it? After one month of Twitter Promote Mode, our tweets gained about 250% times the reach, receiving 31,841 more impressions than normal.
The audience Twitter gives each tweet is generally dependent on that tweet’s initial organic reach and engagement. In other words, if you’ve posted a good tweet that people are engaging with, it has a greater chance of being shown to more users.
Over the month test period, we tweeted 58 times from this account. All 58 tweets received at least some level of promotion. The less engaging tweets were minimally boosted, gaining 100 extra impressions, while our most engaging tweet received nearly 4,000 additional impressions. Note that retweets, replies and quote tweets aren’t promoted.
And what about visits our Twitter profile? Promote Mode increased profile visits by 181% over the previous month, an impressive result.
Impressions and profile visits are nice, but your Twitter presence is a vehicle for sending qualified visitors to your website. Our test yielded a healthy 108% increase in link clicks over the previous month.
Overall, these are exciting results, especially for the $99 price tag. Plus, Twitter Promote Mode saved us roughly 10 hours of time running individual Twitter Ads campaigns.
Twitter Promote Mode: The Cons
While Promote Mode’s simplicity is a huge asset for busy marketers and business owners, the severely limited audience targeting is a notable disadvantage. This is a significant drawback for businesses who have a specific target audience they are trying to reach and means your brand will be putting more tweets in front of potentially uninterested users.
When signing up for Promote Mode, you must select one of two targeting options: “Interests” or “Locations.” You can’t target your audience using both of these options - you must choose one or the other.
Choosing “Locations” allows you to select up to five geographic areas that will receive your tweets. These can be as broad as a state or as specific as a DMA (designated market area), which may consist of one large metro area or a few smaller cities.
Selecting “Interests” provides you with only a few very broad options, of which you can select up to five. For our test, we selected “Interests,” and chose “Business, Careers, Events and Technology & Computing.”
Contrast this with the incredibly rich targeting options offered when promoting specific tweet and the difference is vast. Most seasoned digital marketers will likely feel limited with these options.
But what about followers? While adding new followers isn’t the most important metric for your brand to focus on, many Twitter users are extremely interested in growing their follower count. And in fact, Twitter currently claims “More followers every month” as the main selling point of Promote Mode.
During our test month, the account gained a total of 31 new followers. That’s a pretty good number for our test account, but unfortunately, it’s difficult to tell how many users followed due to the extended reach of Promote Mode. This isn’t much larger than the average followers this Twitter account gains every month without Promote Mode.
Finally, remember that theoretically, all your tweets will be boosted to an extended audience in Promote Mode. This means there’s more pressure to create quality tweets since they will be seen by people that don’t follow your brand. While many marketers would consider this to be positive, keep in mind your new expanded audience may have a different perspective than your current followers. This may necessitate a more general approach to content as audience-specific messaging targeted to your followers may not work as well.
The Verdict: Is Twitter Promote Mode Worth It for Your Brand?
The answer comes down to your budget, audience and online goals. If you’re an inexperienced Twitter user on a limited budget or if you’re primarily concerned with brand awareness, it’s a great choice. The simplicity along with the time and money savings it offers makes it an attractive option.
On the other hand, if you have online conversion goals and a specific audience, Promote Mode’s general targeting may not work well for your brand. You will be better served with the much deeper targeting of Twitter Ads campaigns and its ability to promote specific tweets and an expert social media team to get you started.