Is Twitter Making A Comeback? Some New Treats For Marketers


For anyone who pays attention to the stock market (which I don’t) or the news (which I do), it’s clear that Twitter hasn’t been looking so hot these days. Last month, the social platform fell short of its projected revenue for the first time as a public company. Somewhat embarrassing, right? Twitter’s much younger cousin Instagram even surpassed its monthly active user count when it hit 300 million monthly active users back in January.

Twitter campaigns graph showing quarterly revenue trends

With that said, I’m a HUGE fan of Twitter. I check it every morning and several times throughout the day. I’m a regular participant in Twitter chats, and use it to follow the news and connect with influencers in my industry. I honestly think it’s an insanely valuable tool for marketing one’s business as well as personal branding.

Unfortunately, my opinion is not reflected in the numbers, but Twitter has a plan to combat this. Just this week, there were announcements that Twitter is placing greater emphasis on revenue across its marketing efforts by putting their CFO, Anthony Noto, in charge of the department, as well as displaying tweets in the mobile search results pages on Google in the hopes of driving more traffic.

Twitter has also recently partnered with TellApart and DoubleClick, two platforms that will help marketers better target and track their efforts to ensure they’re receiving ROI from Twitter ads (in turn, spending more when they see results!).

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Another component of Twitter’s revenue growth plan? Better serving marketers with objective-based campaigns. This is the one that I’m most excited about as a marketer.

Wednesday, Twitter announced the launch of objective-based ads for all advertisers globally. Twitter’s been testing these ad formats for almost a year now with a variety of businesses large and small, from eBay to data analytics company Tableau. The results have been noteworthy so they’ve decided now is the time to provide these valuable goal-based campaigns to all advertisers.

“The company believes these ads will ultimately increase revenue since advertisers are only charged for things that are valuable to them,” says Recode’s Kurt Wagner.

Twitter now offers six campaign objectives to choose from, including: tweet engagements, website clicks or conversions, app installs or engagements, followers, leads and video views (currently in beta).

Twitter campaign six objective types

Why You Should Test Twitter Objective-Based Campaigns

What’s the one thing marketers are consistently screwing up when it comes to social media? Posting without goals in mind!

Since social is still a new world for many marketers, they typically go in and throw some money at a Facebook post, crossing their fingers for results. Unfortunately, the results often fail to materialize and they put Facebook on the “non-profitable” list. Twitter is the same story, but now Twitter is making it easy for marketers to spend smarter.

As I said before, beta testers have seen real results. From eBay seeing a 59% quarter-over-quarter decrease in average cost-per-click, to digital agency Gupta Media seeing a 24% conversion rate – double the average it sees on other ad platforms – it’s clear these goal-based campaigns are proving effective for a variety of businesses, so why not give them a whirl? Twitter just may become your #1 social revenue generating platform.

Have you tried Twitter’s objective-based campaigns yet? I’d love to hear about your experiences.

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Is Barter Ready for a Comeback?


shutterstock_272804999Have you ever traded for something?

Perhaps it was a stick of gum in elementary school.

Perhaps it was for someone to mow your lawn or paint your house or perhaps do your homework.

Barter is ready for a comeback.

bar·ter  ˈbärdər/
The exchange (goods or services) for other goods or services without using money.

Perceived Value is the Key

Tom Sawyer, the fictional character, may have been one of the best at creating a high perceived value for whitewashing a fence. Some might call this manipulation and there might be some truth to it. After all, it is just a story. However, the underlying truth is that barter is all about perceived value. Different things have different values at any given time.

The Red Paper Clip

Would you trade a red paper clip for a house? Well, someone did. Not directly, but it only took fourteen trades to go from a red paper clip to a house. Incredulous? sure. But, it’s also true. You can read about it here or watch a 20/20 segment. The key point is that is a a case of perceived value.

Barter is Millennial Capitalism

I predict barter is ready for a comeback. I’m not sure it ever really left, but it kind of went dormant for a while. I think barter is ready for a resurgence. I’d like to hear how you use barter in your life or business in the comments here too.

I predict a comeback for a few reasons. Not the least of which is that people don’t necessarily have the same amount of disposable cash they once had. This is especially true for millennials and Gen Z’s. Also, there is a rise in the Do-it-Yourself (DIY) mentality. There is a corresponding rise is the number of people with a desire to fix stuff on their own. When they don’t have the skills to do it themselves directly … they’ll trade for it.

Some people know how to fix mechanical things. Others know the law or how to setup a business. Those with a mind for barter are putting their heads together and seeing what they can do to help each other. It’s that easy to get started into a barter economy.

Why Barter?

I think everyone has their own reasons for bartering. Some of mine are that it’s fun and it’s empowering. Also, barter serves a purpose. It gets you something in trade for something else without using money. Which is the definition of bartering.

As a career move barter might be the secret ingredient people have not thought about too much. This should change. Goods and services can be traded in business too. To Stand Out in Your Career you can become known as an expert in trading for services that help your business while helping someone else’s business. You can be the person that delivers those services or the broker that knows the people that deliver services. There is a wide range of options here for Millennials, Gen Z’s and really anyone to fill. In barter your list of contacts can be as valuable as your skills to provide services. I predict that there are going to be some innovative business launched to maximize the value of bartering.

In the olden days barter was common and expected. It was how communities came together to grow and help each other. I think barter is ready for a comeback. It’s something millennials can take on and tweak for the modern age. Imagine an Angie’s List that uses barter instead of cash. Imagine what can be done with smart phones, smart watches and smart payment systems. Where payments can go beyond cash and embrace the idea of barter. What can you imagine? What will you build? What have you built?

What do you think?

Do you barter today? Can you imagine yourself bartering for products or services in the near future? Drop a comment here I’d love to hear how, why and what you barter for.

Personal Branding Blog – Stand Out In Your Career