This time it’s a 40-minute video recording of a Twitter-hosted webinar in which a representative from the company walks potential advertising clients through all the many facets of Promoted Tweets and Accounts. (The full video, which was originally published by Peter Kafka on MediaMemo, is embedded at bottom. It really is 40 minutes and it really is all about advertising on Twitter, so watch at your own risk.)
The video is broken down into four sections: Promoted Tweets & Account, Live Demo: Campaign Set-up & Best Practices, Live Demo: Analytics & Timeline Activity Dashboards, and What to Expect: Support & Escalation Path.
In the first portion, Twitter explains the functionality of two of its Promoted Products, Promoted Tweets and Promoted Accounts. Here’s a refresher: the former are tweets that appear at the top of search results based on keyword targeting, and Twitter is currently rolling them out to integrate directly into user timelines. Promoted Accounts are those that Twitter pushes to the top of a user’s “Who to follow” list, based on their interests.
Next, the presenter moves on to “best practices,” where she sounds a bit like a child explaining Twitter to her parents: “Make sure your tweets are funny.” Anyone who uses Twitter extensively knows that the key to tweeting is being conversational, relevant and (the whole point of 140 characters or less) witty, but I suppose brands and businesses new to the site may not know exactly what they’re doing.
Finally, the video moves through the nitty gritty of buying advertising. For example, clients are told they should expect one to three percent on their Promoted Tweets, translating as retweets or likes. New ad buyers are told they must spend at least $5000 on ad inventory to try out the new products, according to Kafka's tipster.
Kafka says in his post that Twitter is looking to “generate something like $100 million” from advertising in 2011, but they might have already gotten halfway there last year, if estimates from Internet market researcher eMarketer are correct. eMarketer published a report less than a month ago estimating that Twitter ad revenues could reach $150 million this year, tripling revenues of $45 million from last year.
Here's the video: