Twitter Announces "Promoted Trends"
Microblogging Giant Expands Advertising Ventures
This product, dubbed "Promoted Trends", comes on the heels of Twitter's April announcement of "Promoted Tweets", which allows advertisers to add promoted Twitter updates to the top of searches for certain terms.
Twitter will undoubtedly charge a premium for the space. MediaMemo reports that "Advertisers who have heard Twitter talk about the product say the service imagines charging 'tens of thousands of dollars" a day for exclusive placement rights.'"
There are still a few details that are unclear, such as whether the promoted trends can be targeted at a certain subset of users or certain geographic location, how many "Promoted Trends" will be displayed simultaneously, whether or not "Promoted Trends" and "Promoted Tweets" will make their way on to Microsoft's Bing search engine (which displays results from Twitter) and how restrictive Twitter's approval process will be.
It is also unclear how users will respond to Twitter interfering with the organic nature of the "trending topics" list. Amanda Fox on Helium reports that "There are some analysts that say Twitter is on the way to killing itself." While this is debatable, there will likely be some backlash from users over the site's increasing advertising.
Peter Kafka, "Twitter Advertising Platform to Include 'Promoted Trends'", All Things Digital
Amanda Fox, "Pay per trend: Why Twitter promoted trends are creating a stir", Helium
Published by Edward Maddock
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