How are Promoted Tweets doing?

Twitter is extending its ad formatting with updates to its current Promoted Tweet ad function and video extensions – but how has the function been performing so far?

According to a June 2014 study by RBC, Promoted Tweets are the Twitter ad format of choice – with nearly 80% of US marketers using the format – up from 44% in 2013.

Concentrating on Twitter activity on its own platform, AdParlor found positive results.

AdParlor found that for Promoted Tweets in North America, CPM, cost per click (CPC), and cost per engagement (CPE)—which includes clicks, follows, replies and retweets—had risen between January and June 2014.

Meanwhile, CPC rates rose throughout the first half of the year, and hit an average 29 cents in June 2014. Further, CPC averaged 25 cents in Q2 2014, compared with 11 cents in Q1 2014.

The performance of Twitter’s new ad function are promising, reflecting a healthy direction in the face of recent uncertainty surrounding the social tools marketing effectiveness. Twitter can breathe a sigh of relief and marketers can rejoice with better functionality!