Twitter has announced a revenue model called Promoted Tweets. Essentially, they’re Twitter ads. But, not really ads. They’re just like organic tweets except that they will be labeled “Promoted Tweet”.
There are a couple of noteworthy things to say about these promoted tweets. The first thing to say is that the first promoted tweets will be rolled out only by a select few advertisers, namely,
- Best Buy
- Red Bull
- Sony Pictures
- and Virgin America
This is a smart move. It means that Twitter won’t be inundated with ridiculous ads that will annoy us to no end. So right away there is a control for Twitter and a kind of symbolic toe tipping before a full commitment.
The second thing to note are these words by Twitter co-founder Biz Stone himself, which you can witness in this video:
Near the beginning of the video Biz says, “If the ads aren’t cool, we just won’t show ’em.” Now what do you think he means by that? Does it mean that Twitter users can opt out of the ads? No. You can’t do that. But you can vote on the ads and Biz says how to do that on the Twitter Blog.
There is one big difference between a Promoted Tweet and a regular Tweet. Promoted Tweets must meet a higher bar—they must resonate with users. That means if users don’t interact with a Promoted Tweet to allow us to know that the Promoted Tweet is resonating with them, such as replying to it, favoriting it, or Retweeting it, the Promoted Tweet will disappear.
And that’s it in a nutshell. When you see these tweets, if you don’t respond to them, retweet them or put them on your favorites list then Twitter will just stop showing them. But I’m guessing that may not happen. What do you think? Are you looking forward to Promoted Tweets?