Startup Spolight finalist, GraphEffect, announced their new AudienceBoost for Twitter product at ad:tech this week. AudienceBoost is meant to enable brands to uncover new interest targets for Promoted Tweets and Promoted Account campaigns.
During ad:tech San Francisco, I spoke with GraphEffect CEO, James Borow, about AudienceBoost and how it can help with Twitter Promoted Account and Promoted Tweets campaigns.
While AudienceBoost isn’t directly related to performance marketing, I find it interesting as a potential aid in building out a following for a long term content marketing strategy, assuming you have the budget to participate. If you’ve done any advertising on Twitter, you know there are inherent challenges in the existing platform. It can be difficult to accurately target the people who would be most interested in your Promoted Tweets campaign. When you do find an effective niche, scaling beyond that audience segment presents a challenge, because you also need to identify related niches.
AudienceBoost provides a managed service billed as a percentage of ad send to identify successful niches. Once you establish niches that work, AudienceBoost helps to scale more effectively by identifying tangental niches that might not be obvious. As someone who has done a fair amount of PPC keyword research, this makes a ton of sense. Some of my best success in PPC has come from finding tangental keywords that didn’t seem to have a direct correlation initially, but ultimately resulted in fairly high conversions (at least until everyone else piles on and drives the bid price up).
Using something like AudienceBoost is definitely more of a long term investment. Twitter campaigns are most effective when you earn followers who engage with you over time, rather than expecting them to result in immediate conversion to a lead or purchase.
I’ve spent the majority of my affiliate marketing career in what would be best classified as content marketing. Two key components are important to achieving any kind of success in content marketing. You need great content, of course. But without an audience for that content, you don’t get any traction.
That’s where I think AudienceBoost represents a potential solution, particularly for those of us focused on content marketing. The challenge in marketing content with Twitter is getting your great content in front of enough of the right people to extend your reach beyond the limited following you already have. Growing that targeted group of followers simultaneously helps you break through the noise in the short run and translates to an expanded base for earned engagements when you publish new content at a future date.