Twitter is finally rolling out its self-serve ad platform to US based SMB audience through its partnership with American Express. With this partnership, Twitter gets access to American Express cardholders and merchants. First 10,000 small and midsize businesses who participate in this initiative will receive $100 in advertising credits to promote their tweets and accounts.
Twitter is hoping to get millions of small businesses on the platform where they can set bids for promoted accounts on a cost-per-follower basis (for businesses who are interested in getting more Twitter followers) and promoted tweets on a cost-per-engagement basis. Engagement can be events such as retweeting.
Some of the challenges that Twitter is going to face are keeping the ecosystem clean from spammers and proving ROI for advertisers. SMBs may face challenges forecasting the impact of their campaigns and managing their budgets. To be successful, Twitter needs to address these challenges.
Self-serve ad platform has proved successful for Google AdWords in the past. Other social media leaders such as LinkedIn and Facebook also offer their own version of self-serve ad platforms and will be competing on SMB marketing budget piece of pie.
Filed Under: Social Media Marketing