Twitter signals it will open its promoted tweets to Australian SMEs ‘soon’

L:R Mumbrella's Tim Burrowes, Outbrain's Ayal Steiner, Uni SA's Karen Nelson-Field, Linkedin's Matt Tindale and Twitter's Cindy Burke.

L:R Mumbrella’s Tim Burrowes, Outbrain’s Ayal Steiner, Uni SA’s Karen Nelson-Field, Linkedin’s Matt Tindale and Twitter’s Cindy Burke.

Social media platform Twitter will shortly open its promoted tweets function to small and medium enterprises (SME) in Australia, having previously required a minimum spend of $5,000 to access the function.

Speaking at BEfest, the Festival of Content Marketing and Branded Entertainment yesterday, Twitter Australia’s Cindy Burke confirmed that the company would “soon” open the platform to marketers with smaller budgets.

“It is happening soon,” said the senior account executive when asked about it. “We actually hired someone to launch that. I’m sure they will be announcing it with an official launch.”

“A lot of clients have been asking for it for a while now, obviously it’s auction model and you can spend $5,000 to get one person.”

Fellow panel member Matt Tindale from Linkedin noted that their platform was already catering to smaller brands.

“We have a content marketing store on our platform which looks at engagement on Linkedin and compares a brand to nine of their competitors and rates you on engagement,” said Tindale, director of marketing solutions for Linkedin Australia.

“A massive part of that is employee posts – so it is taking content from the brand or company and distributing that content out there and that is a free organise.”

The panel also heard how making content go “viral” – the holy grail of many social campaigns — was increasingly difficult amid an increasingly competition content market.

“A lot of people think that if the content is good it will just catch on like wildfire”, said Ayal Steiner, general manager of content distribution platform Outbrain.

“It is getting hard and hard to go viral. If you are consistently producing content do you think its going to go viral every time?

“Planning for how you are going to get the content out there in order to get the return on investment is as important if not more important than the content, in my opinion.”

Nic Christensen 


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