How to Use Twitter Ads to Grow Your Follower List

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Twitter Ads are a powerful tool for marketers to reach new audiences and grow their follower list. The platform offers eight different ad objectives, from app installs to video views, and allows businesses to target specific users by their interests or location.

Twitter ads work on an auction system, with advertisers setting a maximum bid they are willing to pay per action, as well as a daily budget for the campaign. If a user performs an action that’s not in line with your objective, they won’t be charged (for example, if you promote a Tweet in a follower campaign and someone follows your account but doesn’t like or interact with the content), and Twitter regulates how often the ad is shown so that it’s not overly interruptive to users.

Tweets That Thrive: Navigating Twitter Ads

The ad formats available on Twitter are varied, and you should always test different styles to find what works best for your audience. In general, try to keep ads mobile-friendly — about 80% of Twitter usage happens on smartphones. A vertical video format and a clear call to action are ideal for mobile.

Twitter’s campaign objectives are designed around the traditional marketing funnel, with Awareness (or Reach) campaigns being about grabbing users’ attention, and Conversion campaigns being about moving users from awareness to purchase or sign up. The platform also offers Lookalike audiences to expand your reach to similar types of users, and conversion tracking to help brands understand the impact their ads have. Improvado’s Twitter analytics capabilities include customer journey mapping and marketing attribution modeling, which allow you to track the value of your campaigns and optimize their performance.

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