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The digital marketing glossary > P > What is Promoted tweet definition?

What is Promoted tweet definition ?

A promoted tweet is a PPC ad offered to advertisers by Twitter. With promoted tweets advertisers can reach their followers but also and especially users who are not followers. A promoted tweet must not be confused with a sponsored tweet.

Promoted tweets are like organic tweets but are identified by a specific icon and mention below the message.

promoted tweet

Promoted tweets are displayed in search results and users’ timelines. The first impression is delivered at or near the top of the timeline and after the ad goes down the timeline. The user can suppress the promoted tweet from his timeline with the "dismiss" button.

Promoted tweets are priced on a Cost-per-Engagement (CPE) basis, the advertiser pays when someone retweets, replies to, clicks or favorites his promoted tweet. Impressions due to retweets are free and therefore a viral effect can notably increase the cost-effectiveness of a campaign.

Several targeting options are available. With interest based targeting options advertisers can choose among predefined categories (350 for summer 2012) or choose to target users which have same interests than the followers of selected accounts (@username targeting).

On search results ads are targeted according to search terms. Geographic and device targeting are also available.

Twitter offers a promoted tweet dashboard to advertisers:

Promoted tweet dashboard

An exemple of promoted tweet effectiveness measured by Nielsen Brand Effect for Twitter :

Published on Monday 11 March 2013 (Authors)