Advertisers interested in Twitter’s Promoted Trends are in for yet another price hike. The ad product will now cost you $200,000 daily, up from $150,000.
Introduced in 2010, Promoted Trends began as an extension of Twitter’s Promoted Tweets platform. Now a full-fledged product, they allow you to insert your own terms into the Trending Topics list displayed on members’ home pages.
Members then have the option of clicking on a Promoted Trend to view all tweets containing the trending hashtag or trend terms. If you also purchased a Promoted Tweet, it will appear at the top of the list on your trend’s search results page.
While $200,000 does seem expensive — it’s a 150 percent increase over the initial launch price of $80,000 — Promoted Trends are visible to all members on Twitter.com, Twitter for iPhone and Android, and Tweetdeck. There’s a big opportunity for success here, if you have the budget for it.
For example, an earlier article showed how LG Ticket Hunter created a campaign around a Promoted Trend that resulted in more than 50,000 hashtag mentions, 20 million impressions, 5,000 tweets per hour, and just under 12,000 engagements. We should note this was achieved over a five-day period.
Of course those results aren’t guaranteed for every brand. Before dropping $200,000 on your campaign, make sure you’re doing so with realistic expectations. Promoted Trends are geared more toward national brands; small businesses and startups might want to consider alternate advertising options.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.