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Twitter advertising campaign costs

Leaked Email from Twitter reveal costs per follower

Value/Importance:

Recommended link: Original post on the Drum

Our commentary on the costs of Twitter advertising

These are the costs revealed in the leaked email from Twitter’s ad sales department:

  • Cost of $2.50 and $4 per follower
  • $0.75 to $2.50 for each click, favourite, retweet or reply.
  • Commitment to a minimum campaign spend of 3 months and $15,000

Since Twitter introduced it’s advertising through it’s Promoted Tweets we’ve had questions from marketers about costs and whether the service would become available to advertisers with smaller budgets as is possible through Adwords, Facebook and LinkedIn.

This leak gives an idea of the costs and suggests the programme isn’t likely to become available to small and medium businesses any time soon.

Marketing implications of the Twitter fees

While most marketers will continue to use Twitter as a low-cost way of engaging and building an audience, it’s useful to know that advertising isn’t an option - if and when colleagues ask “why aren’t we advertising on Twitter?

If you work for a larger organisation or agency with larger budgets available for this programme this raises questions about the value of a follower compared to other channels. While the cost appears expensive at first glance, it may not be in comparison to other channels like Adwords where someone who clicks on an ad is arguably less engaged. It will be interesting to see ideas and cases on calculating the value of a follower in the same way email marketers assess value per subscriber.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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