In terms of its usefulness as an advertising tool, social media may be considered unique in the ways in which it drives consumer behaviour. The ever expanding influence of mobile connectivity means that social media sites are becoming increasingly integrated into modern life. Users log in frequently, interacting with one another, exchanging ideas and absorbing information – a lot of it in the form of advertising.
The potential for promoting your music and extending your fan base using social media ads should not be underestimated. According to The Guardian a report published by the Internet Advertising Bureau and PwC in October 2013 concluded that British consumers spend an average of 43 hours online every month. A separate report published in January 2014 by Business Insider Intelligence found social interaction to be the top internet activity. For artists and producers looking to embark on a social media ad campaign, Twitter ads is a great way of reaching your fans and promoting your music. While at 1.23 billion monthly active users Facebook is clearly ahead in user engagement statistics, Twitter boasts certain key features and characteristics which make it ideal for connecting advertisers and its 230 million users.
Twitter calls itself, “powerful context to connect your message to what is most meaningful to your customers in real time.” This real time aspect stressed in the site’s own promotional material is relevant to the advertising experience. By encouraging you to keep fans informed on your daily experiences through regularly updated tweets, Twitter enables a continued dialogue between you and your fans in real time, helping them feel more connected with you and thus more inclined to watch you play or buy your music.
Promoters are able to target advertising at highly specific demographics to generate the best response. What makes Twitter unique is how it observes trends. The site’s novel and advanced use of trend data is the key to its success as an advertising platform; along with recording how users interact with each other it also monitors their behaviour as consumers of products and services.
Knowing how to approach your fans is crucial to the success of your advertising strategy. For traditional businesses, good use of social media advertising shows that they are moving with the times, are interested in what their customers are interested in and are committed to engaging with their customers on a personal level. For creatives such as DJs and producers advertising through Twitter ads needs to be approached from a slightly different angle.
At its heart, your advertising should be light-hearted and always linked back to a mutual love of music. It’s all about generating communication. When users are passionate about an artist, they will often share or retweet the relevant links and information because they want friends and followers to know about it. As the DJ or producer, you want to get across to your fans that efficiently connecting them with the music experience they love takes precedence over any profit. It is important to strike a balance. If advertising through social media is not handled correctly the advertiser can appear intrusive or pushy. You need to show the user that you care about the way you interact with them through social media. Keep the music at the heart of everything you do and you won’t go far wrong.
Twitter is excellent at keeping it relevant and provides a range of tools which allow the promoter to define their own audience.
Twitter Ads: Where to start
To help you understand Twitter ads we have put together a list of the options provided by the site to assist you in effectively targeting a highly personalised audience. When you first log in to Twitter ads and press the “Start a New Campaign” button you are given the following two main options:
These function just like ordinary updates or tweets, except they will clearly appear as “Promoted” on the user’s timeline. After giving your campaign a name you are provided with the list of customising options below.
These operate in much the same way as promoted tweets except they aim to increase your following in a more general sense. Rather than the users viewing your most relevant, recent or most frequently engaged with tweets, they will be presented with all posts made by your account. Again, after giving your campaign a name you are provided with the following list of customising options.
Keywords searched for by users are targeted to provide them with relevant promoted material. Enter the list of your preferred search terms into the bar provided and as you press return they will be saved to your account. These keywords are not final, you can return and edit if you would like to refine or extend your audience.
Twitter uses a “real-time interest graph” to deliver relevant Promoted Tweets and Promoted Accounts to its users. Using the options provided you can target more than 350 interest categories. Alternatively you can create custom segments by specifying certain @usernames that are relevant to the product.
Other Targeting Options
More specialised options which apply to both Promoted Tweets and Promoted Accounts include gender, geography, device used and similarity to current followers. You also have the Promoted Trends option where, “users see time, context, and event-sensitive trends promoted by our advertising partners. These paid Promoted Trends appear at the top of the Trending Topics list and again are clearly labelled as “Promoted”.
With all of these options you only pay when the user follows, retweets, replies, Favorites or clicks on your promoted links. The user has the option to opt out of all of Twitter’s advertising campaigns.
Play Around with your Targeting
Remember there are infinite combinations of targeted groups. Refine your criteria, alter your keywords and specifications and play around with the all of the different options to see which yields the most fruitful result.
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