Twitter Monetization: Combining Offers with Advertising Would Be a Good Approach

January 16, 2012

Make User interests Explicit

Twitter’s monetization has focused on Promoted Tweets and Promoted Accounts. Promoted Tweets show up in users’ timelines as well as when users perform a Search on Twitter. But unlike regular Search, user intent is typically not readily identifiable on Twitter. For example, on Google/ Yahoo/ Bing, user intent is very explicit when the user searches on “laptop deals” or “car insurance”. But on Twitter, users often do not make commercial searches. And when users are not explicitly searching, it is hard to make guesses about their intent or interests.

On the other hand, Twitter is a natural medium for Offers and Deals. Several companies such as Walmart already use Twitter to tweet specials to their followers. But instead of waiting for users to follow specific accounts, a better approach would be to ask users themselves to state their interests and then tweet to them based on their stated interests. This combines the Advertising model with the Offers model.

 

This is how it can work:

Bottomline:

  • This approach makes users’ interests and intent explicit, providing greater value to advertisers as well as a good user experience. Since users have specified what sort of offer categories they are interested in, advertisers get ‘pre-qualified’ users.