Twitter rolls out advertising model with Promoted Tweets

13 Apr 2010

With advertising partners that include Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks and Virgin America, Twitter finally has a business model that co-founder Biz Stone says has been “a long time coming”.

“It’s non-traditional, it’s easy and it makes a ton of sense for Twitter,” Stone says of Promoted Tweets.

How Promoted Tweets works is that tweets sent out by businesses and organisations will not just go out as normal in their timeline but they will also be highlighted by being placed on the top of related search results.

Stone said that Twitter will be measuring the usefulness of this model to the ordinary user and will “stop showing Promoted Tweets that don’t resonate”, adding that they will be clearly highlighted as promoted or paid-for.

There will only be one promoted tweet per page and these paid-for highlighted tweets can be interacted with as any ordinary tweet is, including retweeting, replying and favouriting.

Promoted Tweets is only the first phase.

“Before we roll out more phases, we want to get a better understanding of the resonance of Promoted Tweets, user experience and advertiser value,” said Stone.

“Once this is done, we plan to allow Promoted Tweets to be shown by Twitter clients and other ecosystem partners and to expand beyond Twitter search, including displaying relevant Promoted Tweets in your timelines in a way that is useful to you.”

By Marie Boran

Photo: Twitter’s Promoted Tweets advertising model will only show one promoted tweet per page