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Planning for 2023 – Researching Promotional Placements and Opportunities



Planning for 2023 - Researching Promotional Placements and Opportunities

Looking to get more attention for your business in 2023?

Over the first few weeks of the year, we’re publishing a series of tips and notes on how to maximize your social media and digital marketing efforts, including pointers on new tools like ChatGPT and DALL-E, and how these evolving apps can assist in your content planning process.

We’ve already covered the following elements:

So, with knowledge of the key topics, approaches and benchmarks currently at play in your sector, you now have a good understanding of the likely direction that your digital marketing approach is headed.

But that still won’t get you attention – for that, you need to understand where your target audience is looking, and how to get your brand messages in front of them, at the right place and time.

Your competitor research will provide some valuable pointers on this – if your key competition is seeing good engagement on Instagram, that’s a pretty good indicator that you should be looking at IG too.

But in order to get maximum attention, you need to consider which publications your audience is reading, what influencers they follow, and what types of content approaches resonate best.

Meeting your audience where they’re engaging

So on the first point – what publications is your audience reading. There are few different ways to determine this, and you likely already have some idea of the top publications or sites that your target market is engaging with.

If you can get mentioned in these publications, that’s an immediate win, as your brand will be presented where they’re looking – which is a key tenet of Google Ads and display as placement.

Paid promotion is one way to go, but you may also be able to get into these publications via guest posting, or get mentioned by a relevant influencer, or in relevant Facebook groups, Reddit communities, etc.

One way of researching the most influential people and publications for a given topic is to use Followerwonk’s audience comparison tool, which enables you to find follows in common among Twitter profiles.

As you can see here, using this tool, you can enter in three different profiles and get a display of who all three follow (FYI – Ryan Seacrest is the only one followed by all three).

Go through the audience listings of your competitors, compare who those users all follow in common, and you’ll get a fair idea of the most influential Twitter profiles in your sector, which should then be a target for your outreach.

Of course, Twitter is not the most popular social platform, and sees nowhere the usage of Facebook or TikTok. As such, you may think that this insight is less valuable, but the most passionate and active social media users are generally also connected via Twitter, to ensure that they keep up to date with the latest.

That’s why people like Elon Musk and Donald Trump view Twitter as so important, because even though it has far fewer users, Twitter remains the source of many major news stories and trends. Influential users take info from Twitter, then redistribute it to other platforms – and as such, it just may be that reaching these users plays a key role in maximizing brand awareness in your niche.

Another tool that can come in handy here is BuzzSumo, which can highlight all the most relevant Twitter, YouTube and TikTok profiles on a given subject.

BuzzSumo example

Understanding who the most influential voices are in your niche can guide you towards the key people for influencer marketing partnerships. Make a list of the top voices, take the time to look through their content, then reach out to them with free samples, proposals or other offers to partner up on awareness campaigns.

There’s a range of key tips for reaching out to influencers (some valuable pointers here), and if you can get it right, and match up the right influencers who can actually connect you through to your target market, it’s definitely worth investing the time and effort into such partnerships to further your marketing opportunities.

For local businesses, it may also be worth examining local publications, and understanding their key areas of focus.

Graph example

For this analysis, I manually tagged the 100 most shared social media articles from a publication by topic (extracted via BuzzSumo), then mapped the key areas of focus in this chart.

That provides some additional perspective on what their audience is most interested in, which may help in your assessment of potential ad placements, story pitches, and topical angles to appeal to this specific group.

There are also creator marketplace listings for Facebook, IG and TikTok (in selected markets), which enable you to find influencers by topic, and get an idea of their work and interests, while you can also use Pinterest’s Trends tool to assess the relative popularity of any topic, and related ideas.

Pinterest Trends

You can also search for topic-rated Facebook Groups, which you can join to monitor key discussion trends.

There are also opportunities for promotional approaches within FB groups, but I would recommend against pushing promotions within direct group chats. There may be ways to partner with admins on promotions or giveaways, or even ads, if they’re running group placements. But your primary goal here, as it should be with relative Reddit communities, is to listen and learn what people are interested in, and what they’re looking for, which can then inform your other promotional pushes.

Run through the various options and tools, and in the end, you’ll have a listing of potential publications and influencers that you can reach out to, or target with paid campaigns, to connect with the right people, in order to raise awareness of your brand.

Follow the key profiles on Twitter, reach out to key influencers, and join relevant Facebook groups to help boost your understanding of what people are looking for, and you can then start to formulate a more effective outreach process, aligned more specifically to your target market.

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Twitter Tests New Quick Boost Option for Tweets



Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.

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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills



Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills. Reuters File Photo

New York: US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills after it advised the social media company on its acquisition by Elon Musk last year.

“As of December 23, 2022, Twitter remains in default of its obligations to Innisfree under the agreement in an amount of not less than $1,902,788.03,” the lawsuit said.

Twitter and a lawyer for Innisfree did not respond to queries.

Elon Musk in October closed the $44 billion deal announced in April that year and took over microblogging platform Twitter.

In January 2023, Britain’s Crown Estate, an independent commercial business that manages the property portfolio belonging to the monarchy, said that it had begun court proceedings against Twitter over alleged unpaid rent on its London headquarters.

Advertising spending on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Musk’s takeover.

The banks that had provided $13 billion in financing last year for the Tesla chief executive’s acquisition of Twitter abandoned plans to sell the debt to investors because of uncertainty around the social media company’s fortunes and losses, according to media reports.

Recently, Twitter made its first interest payment on a loan that banks provided to help finance Musk’s purchase of the social media company last year.

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Twitter Expands Access to Twitter Blue, Announces New Incentives for Signing Up



Twitter Expands Access to Twitter Blue, Announces New Incentives for Signing Up

Twitter is making its next big push on Twitter Blue subscriptions, as Elon Musk and Co. look to build Twitter Blue into a more significant revenue driver for the app.

First off, Twitter has now expanded Twitter Blue access to Saudi Arabia, France, Germany, Italy, Portugal and Spain, which will enable millions more Twitter users to potentially sign-up for a verification tick.

I mean, most probably won’t, going on what we’ve seen thus far, but it will likely swell Twitter Blue sign-ups by another few thousand, adding more cash to Twitter’s coffers.

Twitter’s also looking to further incentivize Blue sign-up by offering revenue share for ads shown in reply threads.

The idea here is that if users write interesting tweets, they would get compensated for the discussion they generate – but you need to be signed up to Twitter Blue to get it.

Elon hasn’t shared any further info on potential revenue split or process at this stage.

Twitter’s also looking to bring back an improved Spaces/podcast experience, as a Twitter Blue exclusive, while Musk has also hinted at allowing some users to avoid having to pay for basic API access, when it becomes unavailable next week, if they sign-up.

Oh, and Twitter’s gold checkmarks for business? Yeah, they’re likely going to be expensive if you want them.

Can’t imagine many brands are going to fork out $12,000 a year for a profile badge, along with $50 per staff member you want to add.

But maybe, Elon and Co. have some more tricks up their sleeve here, and they’ll eventually offer more incentives for businesses to sign-up.

But right now, that’s pretty steep.

And also, ‘legacy’ checkmarks will apparently be gone within the next few months.

All of these elements combined could juice Twitter Blue take-up, though it’s still hard to see it becoming the major contributor to Twitter’s revenue as Elon envisions.

At present, based on third-party tracking, the new Twitter Blue program looks to have around 300,000 subscribers, bringing in an extra $2.4 million per month, and $7.2 million per quarter.

Which is pretty good – but again, it’s still a long way from where Twitter wants subscription revenue to be.

When initially outlining his Twitter 2.0 reformation plans, Musk said that he wants to make subscription revenue around 50% of Twitter’s overall intake. That would serve two purposes – if the majority of users sign-up, Twitter can then use Twitter Blue as a form of ‘payment verification’, meaning that those accounts that don’t have a blue tick are increasingly likely to be bots. It would also reduce Twitter’s reliance on ads, which would give Musk more freedom to make moderation decisions as he likes, without considering potential ad placement concerns.

But in order to do this, Twitter needs a lot more users to sign up.

Twitter’s revenue in Q2 2022, the last time it publicly reported its numbers, was $1.18 billion, meaning that Twitter Blue would need to be bringing in around $590 million per quarter to meet that 50% goal.

Which is about 81x what Twitter Blue is currently bringing in, while at 300k sign-ups, that’s also only 0.12% of Twitter’s active user base that’s currently paying for a blue tick.

That’s likely why Twitter is making a new push on the program, in a bid to jack those numbers up, and maybe, in combination with businesses that do end up forking over $1k per month, it could become a more significant element in Twitter’s revenue make-up.

But 50% of revenue still seems like a lofty goal.

It’s also still confusing as to why anyone would pay, because as soon as you do, you’re devaluing the whole point of the verification checkmark in the first place.

The initial blue ticks were designed to delineate noteworthy users and organizations, which Twitter didn’t always get right, but for the most part, you knew that a blue tick account was likely someone who had relevant, authoritative things to say.   

Now, it’s just anyone who can afford it, and with Twitter looking to increase the reach of tweets from Blue accounts, that also means that the app is increasingly becoming more ‘pay to play’ for regular users, with the blue ticks becoming increasingly meaningless from a functional perspective.

And the logic behind them becomes more diluted with every person who signs up. Eventually, all the blue checkmark will mean is that this person can afford to pay – and who cares? Why do they need a blue tick, from a user perspective, to show that they have enough money to spend?

It sort of feels like the NFT trend of 2021, but worse, because it’s replacing an existing system that did serve a purpose.

In any event, Twitter’s not backing away from its Blue subscription plan, and its hopes of maximizing revenue intake, in any way it can, to keep the company afloat.

Which, given the extra debt it’s been saddled with in the Elon deal, is even tougher than ever – but maybe, in combination with everything else, subscriptions will form enough of an extra income stream to meaningfully contribute to its plans.

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