Social commerce spotlight: Are Twitter’s new brand pages really worth it?
Back in December we reported that as part of an overall revamp, Twitter would be creating a ‘brand page’ dynamic for the biggest businesses using the micro-blogging service. Initially, 21 major marketers, including Coca-Cola, Nike and Disney, were given the opportunity to take advantage of new features such as expanded headers and featured tweets.
Now, brand pages are rolling out across the globe, allegedly to partners that have already committed to spending at least $25,000 on Twitter’s ad products, including promoted tweets and trends. There are rumours afoot that brand pages are set to evolve further, with the potential addition of ecommerce functionality (already dubbed ‘T-commerce’), and analytics. In the case of the former, the ability to house iFrame environments opens up the possibility of games and purchases taking place without leaving the site. As TheDrum notes, though, these functions will only be worth the while of companies releasing media content frequently enough to show off this channel (but with a $25,000 minimum investment requirement, brands will have no doubt considered this).
The really exciting news for brands and companies is the introduction of embedded analytics. Echoing Facebook’s targeted marketing, Twitter analytics will be help push promoted tweets into the online spaces of relevant and interested parties – something sorely needed to save the reputation of the feature, as evidenced below:
Managing Director of online PR agency Punch, Pete Goold, explains: “The data that seems set to become available in the coming months will add immense value to the Twitter platform, which already facilitates one to one interactions between brands and their audiences on an awareness and customer services level. Being able to track the exact reach and impact of each individual tweet will enable brands to fine-tune their Twitter strategies moving forward.”
Goold adds that the development may also be part of Twitter’s strategy to persuade more brands to invest in the platform from a marketing perspective, “since the pool of information and insights which could be available through Twitter is astronomical”. Indeed, at a keynote interview at All Things D’s media conference in California this week, Twitter CEO Dick Costolo said he is “laser-focused” on building revenue exclusively through advertising.
But the company will need to proceed with caution. Until recently, Twitter had been – in contrast to Facebook – a community space free from the interference of corporations, branding and an obvious use of users’ personal data; Twitter risks irking its user-base if it tries to force messages of advertising upon it.