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Finally, we all know how easily it can be for a YouTube video or some other meme to go viral these days, and Twitter plays into that big time.
But sometimes it's not actually as easy as it looks, and Twitter is tapping into marketing potential here too:
The public and widely distributed nature of our platform enables Tweets to spread virally, potentially reaching all of our users and people around the world. Our users retweet, reply to or start conversations about interesting Tweets, whether those Tweets are Promoted Tweets or organic Tweets by advertisers. An advertiser only gets charged when a user engages with a Promoted Tweet that was placed in a user’s timeline because of its promotion. By creating highly compelling and engaging ads, our advertisers can benefit from users retweeting their content across our platform at no incremental cost.
Twitter added that its viral, cross-screen promotion scheme generated more than 242,000 Tweets mentioning the Wheat Thins brand during the campaign, resulting in a "significant" uptick in followers for the brand on Twitter.