In a step that will further boost Twitter's potential as a tool for marketing and promotional campaigns, the microblogging site has now allowed, for the very first time, promoted tweets to reach even users who do not follow the senders' accounts.
However, it may be noted that as of now this expanded Promoted Tweet programme can be availed only by a small number of users, accounting for just a single digit percentage of the microblogging site users across the world. The fortunate users who have been permitted to enjoy the facility include Yahoo!, Disney, Pepsi, Disney, Xbox and American Express.
This facility of Promoted Tweets has been there since April 2010. At the initial stage advertisers would use this programme on the basis of search keywords and geography. Then, from July 2011 advertisers were allowed to send Promoted Tweets to their followers.
And now they have the opportunity to take their Promoted Tweets even to non-followers.
A user will get exposed to Promoted Tweets in the following ways -
- At the top of the search page
- In the search results that they come across after looking for Promoted Trends
- Home timelines
- Official Twitter clients
- Third-party Twitter clients
Conscious about any possible user backlash, Twitter has set some conditions. For example, whether a Promoted Tweet will reach a user will be determined on the basis of the user's “Twitter” behaviour”, like what he chooses to follow, what he retweets, etc.
Besides, a Promoted Tweet will appear at the top of the user's timeline only once. After that it will scroll through his Twitter stream, exactly as it happens in the case of any other stream. Moreover, after the appearance of a Promoted Tweet in a user's timeline, there is no scope for any reappearance of that Tweet.
And yes, a user can use a 'Dismiss' link to delete a Promoted Tweet immediately.
So it seems that while this new look Promoted Tweet seeks to boost advertisers' reach, it makes sure about it does not become a botheration for other users. A balance has been tried to be maintained, which is appreciable.