While Gmail is working to make marketing messages less prominent, Twitter is going the opposite way. They’re now allowing Promoted Accounts to show up as a search result.
In this example, the Twitter user foolishly searches for examples of latte art. Don’t they know this is a job for Pinterest? Apparently not. So they search Twitter and the first thing on the list is a Promoted suggestion. Follow The Barista Bar because they’re the Picassos of latte art.
Note that this is completely different from Promoted Tweets. We’ve been seeing those in the search results for awhile. These are Promoted Accounts.
This past December, Twitter began inserting Promoted Account messages into the timeline. Insertions were based on user locations and interests. If a users clicked to follow the brand, the brand paid Twitter a bounty.
By widening the option to include search, the result is based on intent which ups the chances of a person clicking that follow button.
A person who lives in San Fran but hates coffee might see the Promoted Account in their timeline because the geography is right. They’re not likely to click though because they hate coffee.
A person who lives in San Fran actively searches Twitter for a local coffee shop. They get the Barista Bar Promoted Account card – bingo. An exact match. Much higher chance of them clicking to follow the account.
Including Promoted Accounts in search sounds like a small tweak, but I think it has the potential to deliver a lot of new followers.
A Twitter survey from last year shows that Followers are 72% more likely to buy from a business they follow. They’re also more likely to recommend that business to their friends.
Here’s one more:
One-third (34%) of respondents say they have interacted with an SMB after seeing an ad that included the business’s Twitter handle. People who see a Promoted Tweet from an SMB that relates to their interests or needs are also more likely (32%) to visit that business.
Bottom line: when it comes to Twitter marketing, familiarity breeds contentment, not contempt.