Twitter looks to simplify its advertising offering with self-serve subscription tool

Twitter rolls out self-serve ad subscription tool

Twitter is looking to simplify the way advertisers interact with its platform by rolling out a self-serve advertising subscription tool, Promote Mode, which gives advertisers the chance to automate their promoted tweets by paying a monthly subscription fee.

The tool, which launches in beta today (8 November), acts as an automated “amplification engine” so advertisers who sign up pick and choose how they wish to promote themselves - via promoted tweets or by amplifying their profile - and the tool does the rest of the work.

It is a mobile-first tool - in line with the way people interact with Twitter - and can be accessed on the mobile Twitter app by sliding open the menu drawer and tapping the ‘Promote Mode’ icon. The dashboard displays key metrics including reach, followers gained, and how many people have visited a profile that month. Performance will vary based on factors including account type, an advertiser’s targeting selection, and the type and frequency of an advertiser’s Tweets.

Promoted reach is displayed alongside an advertiser’s organic activity to enable them to track the difference Promote Mode’s automation is making.

The social media company is pitching the tool as one which does “all of the heavy lifting”, essentially cutting out the ad creation and campaign management side of things, for a flat fee of $99 per month.

Promote Mode is Twitter’s first subscription ads product, and is primarily aimed at small businesses and personal brands who might not find the Twitter interface easy to navigate.

“Promote Mode fills a need for simplicity and continuous results that many people on Twitter have been seeking,” wrote Wook Chung, director of product management at Twitter, in a blog post announcing the launch.

The tool was first mooted in Twitter’s recent Q3 earnings report and has been piloted for a number of months by select advertisers. In a three month pilot program, the platform claims that @RIMtailing gained over 30 new followers and reached over 30,000 additional people each month.

The tool is one of a series of initiatives the company announced in its Q3 earnings in a bid to become profitable for the first time in Q4, after reporting an 8% decline in its advertising revenue for Q3, contributing to an overall revenue dip of 4% for the quarter.

Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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