10% of Small, Local Businesses Have Purchased Twitter Ads

And half of those using the social platform buy Promoted Tweets

Local businesses may be warming up to social ads. Getty Images

Twitter launched automated ad buying for small- to medium-size businesses (SMBs) in Indonesia earlier this week after rolling out the service in other countries in recent months.

But it's been three whole years since the San Francisco-based social media player debuted self-service ads in the U.S. for SMB marketers. We asked BIA/Kelsey for data on how the initiative has gone so far for Twitter. As part of its ongoing Local Commerce Monitor research series, the Chantilly, Virginia-based, local-media-focused company surveyed 600 American companies with 10 to 99 employees. 

According to BIA/Kelsey, 9.5 percent of local companies have bought a Twitter ad, while 18.3 percent of respondents said they are using the social platform for marketing. Interestingly, nearly half of the respondents who use Twitter are buying Promoted Tweets to drive traffic.

BIA/Kelsey also found that the average total advertising budget for all media channels was $35,693, with 21.4 percent going to social players like Twitter and Facebook.

The researcher also asked local businesses about their spending priorities for the next 12 months—61 percent said it was either an extremely high priority (13 percent), a very high priority (20 percent) or a moderately high priority (28 percent) to buy social media advertising.

Adweek Blog Network