Business Sees 50 Percent Engagement Boost Through Promoted Tweets

Earlier this year, Twitter rolled out its Promoted Tweets platform – one of the social network’s first attempts to monetize its services. Businesses are now observing many benefits from Promoted Tweets, with discount online broker Zecco reporting 50 percent greater consumer engagement.

Speaking with ClickZ, Zecco said that it measured the effectiveness of its promoted tweets – gauged by retweets, replies and clicks – in comparison to the previous month. Promoted Tweets average 50 percent higher engagement rates, and in some cases, engagement was up 200 to 300 percent.

The key is using popular keywords and content that is highly relevant to those keywords, Zecco CEO Michael Raneri told ClickZ. Some of the firm’s most successful tweets, for example, focused on the BP oil spill. “We wrote a lot of content on our blog, Zecco Pulse, about what impact the spill would have on energy stocks and investments and the macro economy,” he said.

In July, Twitter also introduced the @earlybird feed. Through the service, Twitter allows advertising partners to promote exclusive deals, such as discounted movie tickets.