An Inside Look At How Promoted Tweets Are Working For One Travel Company

Twitter’s Promoted Tweets, Trends and Accounts have generally been a secretive affair, with very few advertisers willing to speak up about the cost and effectiveness of advertising in tweet form. One travel company has revealed some insightful, if general, outcomes of their Promoted Tweets and Accounts campaign, however, which could help other marketers make the decision to add Promoted Products to their online marketing budget.

Travel tech blog tnooz spoke with travel company Viator recently about their experiment with Promoted Products, and discovered that Twitter might not actually be that different from Facebook when it comes to advertising.

Vice president of marketing for Viator, Kelly Gillease, says that the company wanted to expand from buying only Facebook ads to including Twitter in its online marketing portfolio as well. Although Gillease doesn’t disclose any of the costs associated with their particular Twitter marketing campaign, she does say that the response has been “good”, with plenty of new follows for the company’s main Twitter account and follower engagement with sales/promos.

Viator targeted its audience based on a few keywords related to its industry, such as “shore excursions” and #TBEX (a travel event), and on larger search terms like “iPhone” to promote its iPhone app.

Although Gillease was rather vague in her praise of Twitter’s effectiveness as an advertising vehicle, she did say that the click-through rate from Promoted Tweets and Accounts were similar to the other channels, Facebook included, that her company used.

Although Promoted Products have been available for a little over a year and advertisers using the platform have grown from 6 to over 600 in that time, there is still very little detailed information about how effective ads are on Twitter. This small insight from Viator shows that Twitter does have a place in the general social media marketing arsenal, and compliments other marketing channels.