How Do You Advertise on Twitter?

I’ve only recently added Twitter, now X, into my marketing mix. I hadn't realized how effective it was at generating leads and engagement until I found myself deeply invested in threads of retweets from news stories I’d been following.


At first, I was skeptical. The whole thing didn’t make sense to me. I used to think images and videos were more impactful and easier to consume than text. But after running numerous successful ad campaigns on Twitter, I learned that this isn't always the case.


There's a particular market segment that prefers Twitter’s text-based content over visuals, and it’s massive. The reasons behind this preference are varied, and understanding them unlocks the vast marketing potential of Twitter. Here are some—


  1. Twitter is a go-to source for breaking news and real-time information.
  2. Most users experience a fear of missing out (FOMO).
  3. Twitter’s microblogging format encourages frequent posting and checking for updates.
  4. Twitter utilizes a variable reward structure.
  5. Twitter’s algorithms tailor content to the interests of users based on their interactions.


How can advertising on Twitter benefit your brand?


Those are the benefits of using Twitter from a consumer’s perspective, but what about a brand like yours? How do you think advertising on Twitter could help your business? Let me share how it has positively impacted my brand.


  • It’s easy to go viral: Twitter's simple design allows quick sharing and interaction through retweets and hashtags, making it easy for tweets to spread fast and even go viral on other platforms.
  • You can connect with influential people: It's a platform where users, including industry leaders, celebrities, and experts, frequently share insights and engage directly with their audience.
  • You’re targeting a high-value audience: Many Twitter users are college-educated and have higher-than-average incomes, making the platform ideal for reaching professionals and wealthier consumers.
  • You can post many times per day without annoying your audience: The platform's rapid content turnover and the brief nature of tweets allow brands to post frequently throughout the day without causing ad fatigue.
  • You can use TweetDeck for free: TweetDeck is a dashboard app that lets you view multiple timelines in one interface, schedule tweets, monitor and manage unlimited Twitter accounts, and organize tweets with customizable columns to streamline the tracking of different feeds, notifications, mentions, and more.


What about the results? Does advertising on Twitter really pay off? While the impact can vary depending on your industry and brand, investing in Twitter ads generally offers real value.


  • The average ROI for Twitter ads is 40% higher than other channels.
  • Twitter isn’t primarily a video-streaming website but its First View feature increases video viewing time by 1.4 times compared to other platforms.
  • About 53% of Twitter users are more likely to be the first to buy new products.
  • 40% of Twitter users have reported making a purchase based on something they saw on the platform.
  • Promoted tweets with hashtags can increase engagement by up to 55%.​


Signs that you should consider advertising on Twitter?


Advertising on Twitter isn’t for everyone. I wouldn’t have invested in it if it didn’t match my marketing goal and budget. There are several signs that Twitter might be the right advertising platform for your business.


For one, if your chosen niche attracts a demographic known to be active on Twitter—for instance, if your target market consists mainly of males, 18 to 34 years old, college graduates with high income, and residing in the US, Japan, or Brazil.


What niches are well-suited for Twitter advertising? There are quite a few:


  • Technology and gadgets
  • Entertainment and media
  • News and media outlets
  • Fashion and beauty
  • Health and wellness
  • Sports
  • Gaming
  • Educational resources
  • Non-profit organizations
  • Customer service-focused businesses


This isn’t to say ads for the niches not on the list are bound to fail. It really comes down to your strategy and how creatively you engage your audience, even if they're few and spread out.


Twitter advertising might also work if your brand allows you to create witty content that can go viral or engage in timely conversations with your target audience. It’s also cost-effective, making it the perfect choice if you’re just starting and looking for flexibility in ad spend.


Lastly, Twitter allows for direct and public customer service interactions through tweets and direct messages. If providing transparent and immediate customer service is important to your brand, Twitter's features can support this.


How is advertising on Twitter different from advertising on other platforms?

I was hesitant to try Twitter ads at first because I doubted how well text-based ads would work and I was pretty comfortable with my current ad platforms.


But after giving Twitter a shot, I've found it's not so different after all. You still set a goal, target your audience, and choose keywords to bid on. Plus, now that Twitter supports visual content, it feels even more familiar.

Still, it’s also crucial to understand the distinctions because it’s how you can optimize your marketing strategy. Here are some of them:


  • Audience Characteristics: Twitter is known for its real-time, conversational engagement, attracting well-educated, high-earning users who keep up with current events. In contrast, Facebook and Instagram have a wider audience and better targeting tools. They're really good for sharing photos and videos, which makes them perfect for brands that focus on visuals.


  • Ad Formats and Features: Twitter lets you use cool ad features like polls, conversation starters, and hashtags that really get people talking. Plus, it’s pretty open about what you can advertise, even allowing things like cannabis ads where it's legal. On the other hand, platforms like Instagram and Facebook are all about eye-catching visuals, with ads that use stories, carousels, and even augmented reality to grab your attention.


  • Engagement and Reach: Twitter is great for quickly spreading messages and catching viral moments because tweets can be easily shared and discussed in real-time. On the other hand, platforms like Facebook and Instagram use complex algorithms that may reduce organic visibility but also allow for very targeted ads based on detailed user profiles.


  • Cost-Effectiveness and Competition: Twitter is often seen as a more affordable option for advertising with less competition, making it easier to stand out. This is sometimes called a "blue ocean" strategy because it's less crowded. Meanwhile, platforms like Google and Facebook are known as "red oceans" because they're packed with advertisers all fighting for visibility, which can drive up costs.


  • Measuring Success: Twitter lets brands quickly see how their messages are doing with tools that track likes, retweets, and replies. Other platforms provide deeper analytics, tracking everything from clicks to conversions, which helps brands understand their ads' ROI more clearly.


How to Advertise on Twitter


Setting up an ad campaign on Twitter is super easy—way less complex than other ad services I've tried. Let me show you how it's done.


  1. Create an account on Twitter.
  2. Log into your account and click "More" from the menu.
  3. Select an objective (e.g., Reach, Engagements, Website Traffic, or Keywords).
  4. Add text (your message to the audience) and media (a relevant image or video).
  5. Add a headline and your website’s URL.
  6. Select your target gender, age group, and location.
  7. Narrow down your targeting by choosing specific keywords, follower look-alikes, operating systems, interests, and languages.
  8. Set a budget and schedule.
  9. Enter a payment method and add your tax information.


Tips for Choosing an Objective for Your Ads

Before doing anything else, you first need to define what you want to achieve—whether it's increasing brand awareness, driving website traffic, generating leads, or boosting sales. Each goal will guide the type of objective you should choose for your campaign.


Then, consider how you want to engage your audience. Use features that encourage retweets, replies, and likes. For conversion-focused goals like sign-ups or sales, tailor your ads to drive actions, perhaps with direct links to your landing page.


What text, headline, and media should you use for your ad?


Craft text that grabs attention and conveys your message quickly and clearly. Keep it concise and compelling, and always include a clear call to action. Your headline should be catchy and make users want to learn more, without being misleading.


Choose media that aligns with your message — high-quality images or videos that catch the eye are best. Visuals should complement your text and headline, enhancing the overall appeal and effectively communicating your brand’s message. Make sure everything feels cohesive and is designed to attract your specific target audience.


What to consider when setting up targeting for your ads?


Identify your audience through demographics like age, gender, and location, and explore their interests and behaviors. Expand your reach by targeting users similar to your followers, using keywords they tweet or search for, and retargeting those who've shown interest but haven't yet converted.


Don't forget to customize your approach based on geographical locations and device types, and even align your ads with real-time events for increased relevance. Choosing the right bidding strategy to fit your budget will also play a crucial role in maximizing your ad's impact.


Considerations When Setting a Budget and Schedule

When setting up your Twitter ads, being strategic with your budget and schedule can really pay off. Define your marketing goal and choose the right bidding strategy. Automatic bidding works well for broad reach, while manual bidding gives you more control over specific conversions.


Schedule your ads when your audience is most active. Adjust based on events or peak times to maximize engagement. Track your ads’ performance and be ready to tweak them in real-time. Test different timings and budgets to see what works best and use Twitter’s analytics to refine your approach continuously.


The cost of advertising on Twitter


The cost of Twitter ads varies depending on the ad type, your campaign goals, and your bidding strategy. You can choose from several ad types:


  • Promoted Tweets cost between $0.50 to $2.00 per interaction, like clicks and retweets.
  • Promoted Accounts cost between $2 and $4 per new follower.
  • Promoted Trends can cost around $200,000 a day.


You only pay for interactions that align with your campaign objectives. There are different bidding options to manage costs effectively, and you can set daily or total budgets to control spending. It's important to monitor and adjust your campaigns regularly to ensure they are cost-effective and meet your marketing objectives.


Launch Your First Ad Campaign on Twitter Today!


While Twitter isn’t my primary marketing and sales channel, I use its advertising solutions because they fit with my business goals. The best part is it works. My engagement and traffic more than doubled after just a few months of running ad campaigns.


Twitter has a lot going for it in digital marketing, but how well it works for you depends on how well you get and engage with your audience. Whether you're looking to boost your brand, get more website visits, or increase sales, think about how you can use Twitter's features to hit your goals.