Have you advertised on Twitter advertising? Surely most brand managers in Bulgaria would say no. It’s one of the less popular social networks, with a lower population coverage and until recently not of interest to most advertisers.

But Twitter should by no means be underestimated as a potential.

Twitter users

What is the current situation? There are around 550 000 Twitter accounts. Of these, a significant proportion do not use it on a daily basis and are not active. But the rest, and especially around 100 – 150 000 unique users, are the reason why it is worth considering Twitter in your next communication campaign. It’s also important to note the following:

– Over the past year, Twitter has seen double the growth in attracting new users.

– Also, not a little part of these users are not present on other social networks, especially Facebook and Instagram, is not to be underestimated. This opens a whole new opportunity for many advertisers to reach their potential customers.

The profile of these users is extremely interesting. For them we use the expression “golden audience” – active age, urban population, middle or above average income, educated. This is the favourite audience of many brands, right?

Twitter users are actively seeking information and have an active position on the topics that are interesting for them. This makes them an extremely interesting audience for many brands that want to turn their users into serious communication assets.

How to get started on Twitter

Opening a Twitter account for your brand is easy. All you need to do is fill in your details, and the information requested is small: name, profile picture, cover photo, brief brand information, location, website.

DMG tip: Prepare a list of hashtags to use. It’s recommended that they are relevant to your business and the audience you will be targeting.

The more important step, however, is to think about your channel strategy. How and what will you use it for? This will help you decide what content and what frequency is needed. Twitter definitely likes a higher frequency of posts, necessarily with up-to-date and relevant information.

Verify your account

This can be a bit more complicated, but it’s not a reason to give up. To advertise on Twitter you are required to hold one of the so-called badges – Blue or Gold. English advertisers mostly use the Blue Badge. It costs $8 a month and effectively verifies that your account is valid. You can also get a Blue Badge if you invest 1,000 euros in advertising within a month, but you can’t run an ad before you have a Blue Badge. The process takes a minimum of 2-3 weeks, so plan your first campaign with a longer lead time.

Open an advertising account

Opening an ad account on Twitter is no different than what you did on Facebook or Instagram. You fill in your details and set up the necessary parameters. We can do this as an agency too, so don’t hesitate to reach out to us if you’ve decided to test the channel or make it part of your communication strategy.

Twitter advertising budgets

What budget should we start with? That’s a question we often get from advertisers. More fundamentally, Twitter is one of the more expensive social networks. As average advertising rates currently go, it can be compared to LinkedIn. From our experience, we say that when targeting their audience, it’s good to start with at least 1 000 BGN for a period of 2-3 weeks. If you want to reach a wider audience, then prepare a minimum of BGN 2,000 for the same period. More serious campaigns to cover and saturate the audience is advisable to be in the range of 4-10 000 BGN per month. Then you would really feel the potential of this social network as an advertising channel.

Twitter targeting

Twitter provides a variety of targeting opportunities. These largely overlap what you already know from the Meta environment. For your campaigns, you can choose from three larger groups:

– Brand awareness – campaigns can be set up based on audience reach;

– Consideration – setting options for video views, pre-roll views, app installs, website traffic engagement;

– Conversions – here you can target by app re-engagements, conversions, keywords.

DMG tip: Twitter advertising can be targeted to desired audiences based on demographics, interests, devices, redefined audiences. Set aside a slightly larger budget for your first campaigns to test the environment and determine what is the most effective targeting.

Important to know!

Here, we have to point out a few more interesting options that are hard to find on other social networks:

– Keyword targeting – since Twitter users are definitely people who like to read, don’t bother using keywords for your targeting. This will make your ad truly unique and targeted to the right audience. Choose 10-20 really good keywords and set them to target your audience. You can also go for 5-10 lower quality words, but be careful not to limit your reach too much. Using keywords greatly improves your ad positioning and is one of the most powerful tools for increasing conversions.

– Competitor targeting – we hardly need to explain why this option is sought after by a large majority of brands. We use it often in the campaigns we manage to achieve greater relevancy and results.

Successfully using Twitter as a communication and advertising channel requires knowing its specifics. If you’re ready to take that step or want to learn more about the opportunities the social network provides advertisers, don’t hesitate to reach out to us for advice and consultation. At DMG, we love a challenge and would love to work with you to find the best solutions for your business.