Twitter announced during its Q3 earnings report back in November 2017 that it was launching Promote Mode, Twitter’s first subscription ads product.
If you are looking to build your business on the platform Twitter Promote Mode grows your influence by automatically amplifying your message to a larger, interested audience, for a flat monthly fee with minimal effort.
Instead of managing individual Twitter Ads campaigns yourself, Promote Mode automates promotion of your Tweets and your account.
You can continue to run Twitter Ads campaigns to leverage the more refined targeting options you get with Ad campaigns. Twitter Ads campaigns do not affect a Promote Mode subscription.
All you have to do is tweet as you normally would. Each day, Twitter will select up to your first 10 tweets that meet its quality requirement and promote them to your selected audience. Retweets, Quote Tweets, or replies will not be promoted.
According to Twitter on average, accounts will reach 30,000 additional people and gain 30 followers each month but performance may vary.
Digital Allies decided to put Promote Mode to the test for 30 days to see what sort of results we could attain for just £79.
The initial set up process is incredibly easy, it takes only four steps. You can find Promote Mode when you click on your profile image on twitter.com.
Once Twitter approves your subscription, you can sit back, tweet away, and relax while the platform does the hard work. So that’s what Digital Allies did, we carried on as normal going about our usual Twitter business.
It’s important to manage the subscriptions and monitor results. You can view your dashboard on the Twitter mobile app and desktop. Tap on your profile photo, and then tap on Promote Mode. The data you can access on your dashboard include:
On average Digital Allies tweet once a day. Throughout the month our results were steady however noticeably the more tweets per day we would post the bigger the spikes were in our reach and profile visits which is understandable since up to 10 tweets a day can be promoted.
Overall, we saw a positive uplift over the 30 days. Our results were as follows:
The performance of our Twitter Promote Mode seems to be fairly consistent and in line with what Twitter promises.
Twitter Promote Mode does work. The ease of the programme appealed to us, however, the limitations within audience targeting made us query how refined the audience would be. As you can only choose either interest targeting or location targeting (and not both) it made us wonder whether it might be too broad resulting in the promoted tweets being served to people who may not be as interested in our business plus budget not being utilised enough. Despite reaching more than 25,000 additional people, only 33 followed us.
If Digital Allies decide to continue the subscription, we would re-evaluate and explore targeting options available and tweet more per day.