The power of engagement

By Twitter Marketing
Tuesday, 4 October 2011

It’s Advertising Week in New York, when the industry’s leaders come together to share ideas, innovation and inspiration - in person and, undoubtedly, on Twitter. Today we are adding to the conversation with the launch of our Twitter advertising blog and the @TwitterAds account.

Twitter’s first ad product, called Promoted Tweets, was introduced last year with six advertising partners. Since then we’ve added Promoted Accounts, Promoted Trends, new analytics tools and additional targeting capabilities. We’ve also grown from that small handful of initial partners to more than 1,600 brands. Marketers from every industry have successfully leveraged our ad products to grow followers, build awareness, launch new products and drive online and offline sales.

After analyzing thousands of campaigns on our platform, one common theme has emerged: engagement. On average, marketers have seen a 3-5% engagement rate for Promoted Tweets in search - an order of magnitude above most forms of digital advertising - and engagement has remained strong as we’ve begun testing Promoted Tweets in users’ timelines.

This week, Twitter’s Global President of Revenue, Adam Bain, will give a keynote at the IAB MIXX conference to discuss why engagement matters and how Twitter’s ad products enable a new form of real-time storytelling that drives positive outcomes for brands.

We’ll use this blog and the @TwitterAds account to give you the latest information about our advertising products, share best practices and provide case studies and inspiration from the innovative brands that are driving outcomes through the power of engagement on Twitter. So check back soon and follow us at @TwitterAds.