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Promoted Products make up a big chunk of Twitter's revenue plan. One example of Twitter's pay-for-performance Tweets can be seen in this one from software analytics firm New Relic, which Twitter said used its services to target the B2B audience of developers and IT decision makers through a combination of interest and keyword targeting.
The goal, according to Twitter, was "to drive purchases and installs of its application performance management services."
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.