Twitter recently announced the roll out of Promoted Tweets on its mobile app, which will bring business’ paid social media marketing campaigns to streams on smartphones.
The company rolled out Promoted Tweets initially in November 2010 and has succeeded in bringing the content and links to consumers without the promoted content overwhelming other Tweets. As such, they have opted to insert these Tweets into mobile streams to help businesses reach a greater audience.
Promoted Tweets currently will only be on Twitter’s mobile iPhone and Android apps. They will not been seen on iPads. While Twitter did not say when this will roll out, it will likely happen soon, as the iPad remains the most popular tablet.
According to Marketing Land, the release of Promoted Tweets on mobile apps will not come with targeting capability just yet. For some companies, this may be problematic, as their content will be seen by an audience that finds it largely irrelevant. However, Twitter will likely make this adjustment in the coming months to improve their campaign and effectiveness of their ads.
Social media marketing is becoming an increasingly competitive space, even for the platforms. Brafton recently reported that LinkedIn has launched a Follow button, which will allow business and consumer users to keep track of organizations on the platform.