Due to the fact Twitter’s ad revenue in decline, the company needs to find different ways to boost its business. And it is.
Twitter started testing a subscription-style ad program that would have businesses pay $99 a month for their accounts. Some of their tweets will automatically be promoted on the social network.
A Twitter spokesperson confirmed the test on Friday, which was earlier spotted by Twitter user @davidiwanow.
— David Iwanow (@davidiwanow) July 28, 2017
This invite only Twitter Subscription Ads Beta Program seems to be aimed at smaller advertisers who are using Twitter’s self-serve ad-buying tools but may have been interested in handing over the reins over to Twitter. This way, the small business can focus on managing th rest of their businesses. Also, it could appeal to individuals who want to grow their Twitter followings.
“Instead of creating and optimizing separate Twitter Ads campaigns yourself, this program will do the heavy lifting. You just need to continue using Twitter as you normally do — Tweeting updates, links, and media that you want a larger audience to see. Then, the promotion of your Tweets will be automated,” according to a page published to Twitter’s business site detailing the program.
When you pay the $99 a month fee, Twitter will run Promoted Accounts ads for the participating account throughout the month. It’ll even run “up to” the first ten tweets the account posts every day as Promoted Tweets. These tweets won’t include retweets, quote tweets and replies.
But there is a trade off to this “set it and forget it” nature of the ad program. As an example, “not every Tweet that is added to your Promoted Tweet campaign will serve an impression, and the extent each Tweet is promoted may vary based on performance,” according to Twitter.
Advertisers can’t pick which tweets are going to be promoted by Twitter. They won’t have much control over to who those ads are shown to. During this phase of testing, Twitter is only offering two types of targeting – businesses can pick to have ads targeted based on a single interest category, such as sports, parenting or beauty; or they can target based on a US metro area. But this is an ether-or proposition. Businesses won’t be able to pick an interest category AND a metro area.“We are unable to support both targeting criteria at this time,” according to Twitter, without any explanation why that would be.