Twitter promoted trends, which cost $25,000 for a day when the feature launched last year, now cost $120,000 for a day, ClickZ reports.
That’s a huge increase in just over a year, making the sell, if you’re in marketing or PR, that much harder to the folks who hold the purse strings at your company.
But out of Twitter’s 600 advertisers, Twitter’s director of revenue Adam Bain said, 80 percent come back for repeat business. So despite the price increase it must be working for Twitter’s advertisers.
At the same time, Twitter’s “promoted accounts” ad product, which allows companies to gain more followers based on a bidding system, is averaging out at $4 per new follower, Bain said.
That seems high to us.
But Bain told ClickZ it was “a pittance because the ROI is insane. …once they have a follower, they can keep marketing to that guy as many times as they want without worrying about where they are across the web or what kind of mindframe they’re in.”
Incidentally, today’s Promoted Trend is #Super8Secret, which Paramount purchased to promote “secret” preview screenings of the movie “Super 8.” Peter Kafka notes that 1) this purchase is part of a year-long marketing contract Paramount signed with Twitter, committing it to a full year of buys. and 2) the movie’s pretty good.