How Effective Is Twitter Promote Mode?

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The official name for Twitter’s automated ads program is Twitter Promote Mode. Here’s how it works: For a flat monthly fee of $99, Twitter will automatically promote your tweets according to your preferred targeting (interests or locations). This program is great for people who want to promote their brand or products on Twitter and want to save time and hassle from running Twitter ads manually.

According to Twitter, “accounts with up to 2,000 followers will see the most value”,and Twitter is working on higher price plans for accounts with larger following.

Here are more details on how the Twitter Promote Mode works, according to Twitter:
1. All you have to do is tweet as per usual.

2. Each day, Twitter will select up to your first 10 tweets that meet its quality requirement and promote them to your selected audience.

3. Retweets, Quote Tweets, or replies will not be promoted.

4. The ad creation is automated. You don’t have to create the ads yourself but you don’t get to choose the tweets to promote, too.

5. You can still run Twitter ad campaigns alongside your Promote Mode subscription.

6. On average, accounts will reach 30,000 additional people and gain 30 followers each month. (But performance may vary.)

Simplicity is the greatest benefit of Promote Mode. Traditionally, brands have promoted their individual tweets by selecting a specific audience through complex location, user behavior and demographic targeting, then paying for each unique campaign. Promote Mode simplifies this process by automating the promotion of your tweets and allowing a straightforward, flat fee. It’s a great way to save the time and hassle of manually boosting your tweets. But how effective is it? The audience boost Twitter gives each tweet is generally dependent on that tweet’s initial organic reach and engagement. In other words, if you’ve posted a good tweet that people are engaging with, it has a greater chance of being shown to more users. Overall, these are exciting results, especially for the $99 price tag. Plus, Twitter Promote Mode saved us roughly 10 hours of time running individual Twitter Ads campaigns.

Promote Mode is mobile-first. It can be accessed on the mobile Twitter app by sliding open the menu drawer and tapping the “Promote Mode” icon. From there, you’ll see a dashboard with the metrics you care about the most: how many additional people your Tweets reached, how many followers you’ve gained, and how many people have visited your profile that month. Performance will vary based on factors including account type, your targeting selection, and the type and frequency of your Tweets. Small businesses and individuals using Promote Mode can expect to gain followers and reach a broader audience each month, as long as they are actively Tweeting. The most successful people will keep Promote Mode toggled on while they focus on creating their best Tweets. But if they need to take a break, they can toggle Promote Mode off and pause all promotions. This doesn’t pause their subscription or billing.

How well businesses perform using Promote Mode will be influenced on various factors, such as their target market selection and the frequency and content of their tweets

The Heart Of B2B Twitter Marketing

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The wonderful world of Twitter has unlocked business opportunities for almost every type of user – from emerging artists, celebrities, big brands, news sources, and (most importantly for you) B2B marketers. With the mission to give users the power to create and share ideas and information instantly, this social media platform allows B2B marketers to better connect, converse and engage their audiences. Twitter offers B2B marketers the chance to attract prospects, interact and engage with clients, increase brand awareness, better understand their audience and much more. But, what’s the “much more”?

1. Twitter chats.

Networking and speaking with other people from within your respective industry is key for growing your online presence. Twitter chats give you the ability to speak with peers, customers, and thought leaders in an organized way.

2. Share control

One way to ensure a steady flow of messages from your company Twitter account is to employ not one, but multiple users to represent the brand. Doing so extends the amount of content and conversations from one person’s view, to multiple people’s views and ideas. In addition, having multiple people messaging on Twitter will insure an ongoing, steady stream of tweets  in the event a team member transitions to a different role/company.

3. Position your company as a thought leader.

If you have any employees who are considered industry experts, give them some Twitter love when they speak at conferences, publish an article or blog post, or get recognized for an award. Tweet links to current news in your industry. This shows you stay up-to-date and know what’s going on outside your own four walls. Tweet content that makes you look smart and well-connected.

4. Identify and engage influencers.

There are many ways that B2B marketers can use Twitter to find influencers and start interacting with them to establish valuable relationships. Twitter Search has really stepped up its game when it comes to filtering and being able to sort through more than 300 million users. There are also third party tools that you can use to find influences in your industry. Once these influencers are identified, follow them and start getting noticed by liking their tweets and replying to them on a regular basis.

5. Understand your audience.

After identifying your target audience, it’s time to start interacting with them. However to ensure that your efforts are fostering engagement, it’s important you truly understand your audience and create a plan that is focused on content that they want to see.

6. Timing is everything.

Understand the specific days and times your company’s messages are more likely to be read and shared.  If, for instance, analytics indicates that your community tends to retweet and share content more frequently early in the day, or early in the week, time your most compelling content to hit the stream during those times.

All work and no play makes your Twitter feed a dull read. Don’t be afraid to have a little fun. Try a weekly impossible quiz, a photo bomb, employee-of-the-week photo, customer-of-the-week, a weekly poll, fill-in-the-blank, etc. The possibilities are endless. The key is to be consistent. If you start doing a customer-of-the-week recognition tweet, you have to commit to doing it every week. Get creative!


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