What's new from Twitter in Canada
Posted: October 6, 2011 | 10:55 ET
If last week's post This tweet is brought to you by... about sponsored tweets piqued your interest you'll surely be eager to hear what else Twitter has to offer digital marketers in Canada. Each passing month finds new opportunities cropping up for us as the service makes more of an effort to cater to its northern contingent.
Advertising opportunities aren't all that's on the rise with the site. As of March 2011 nearly 16 percent of the overall Twitter universe is Canadian, and these consumers are sending upwards of 4 million tweets per day. According to Twitter 1 in 5 of its users follows a brand or visits a brand page, and the site's data suggests it's now more effective than Facebook at inciting purchases.
How can you leverage this trend? Your options include sponsoring celebrity tweets directly through Twitter by obtaining the celebrity's permission, doing the same with influential Twitter users who are willing to share their opinions about your product, and employing Promoted Tweets – Twitter ads in tweet form – on a CPE (cost per engagement) auction basis.
Twitter says that its engagement rates on such placements range from 3 to 5 per cent based on actions like clicks, retweets, and replies. It has also launched a new analytics tool and dashboard to help its advertisers track their results, including activity on Promoted Accounts, which are essentially branded accounts to which Twitter helps drive traffic through a cost per follower (CPF) pricing model.
It's worth staying on top of ad product developments from media partners like Twitter, particularly as they have a history of being a little slow to recognize us. The good news: with a thriving audience of Canadian users, they now hear us loud and clear.
Tags: Interactive Strategist , Website design , Twitter , Trustworthiness , Targeting , Social Networking , Social Media , Promotions , Marketing Strategy , Celebrity Endorsements
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