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New Twitter Tool – HootSuite Adds Promoted Tweets in Timelines From Twitter

By Dave Olson | 4 years ago | 39 Comments

Tool for Twitter

Twitter ToolBeginning today, HootSuite users will see Promoted Tweets from Twitter appearing in their message streams.

These clearly-marked updates are the next step in Twitter’s roll-out of promoted content and HootSuite is pleased to be the first partner on board.

For this latest roll-out, we’ll work closely with Twitter to ensure a high-quality and relevant experience for users. In other words, you’ll see Promoted Tweets which closely match your interests, or you won’t see them at all.

HootSuite was also the first 3rd-party platform to syndicate Twitter’s Promoted Trends and Promoted Tweets for Search and today’s announcement builds on the success of this relationship.

Roll-out Partner

Twitter introduced Promoted Tweets in April with plans to display them first via twitter.com before adding to search results, then releasing to partners, and finally to timelines everywhere. Today’s release is part of this plan and HootSuite is pleased to work closely with Twitter to play a significant role.

In their announcement, “Promoted Tweets: Testing in the Timeline,” Twitter explains what they have in mind for this roll-out:

During this testing period with HootSuite, we will experiment with where and when Promoted Tweets are shown in the timeline. Not all HootSuite users will see Promoted Tweets and those who do may see different Promoted Tweets in different places in their timeline. As with all Promoted Tweets, we will display Promoted Tweets in the timeline when they are relevant.”

Relevant & Promoted

From day one, Twitter has put forth a message that resonance and user experience are of paramount importance. As such, both Twitter and HootSuite will track user engagement and reaction carefully and work to tailor the offering in a way that makes the most sense for users and advertisers. The goal is to display Promoted Tweets in a way that’s both useful and authentic to the Twitter experience.

Users will see messages which are relevant to their interests and behaviors – some users will rarely see Promoted Tweets, while other users will be presented with appropriate tweets more frequently based on a variety indicators. If a Promoted Tweets fail to garner user engagement, it will be dropped or modified.

Twitter Tool

Ad-vantage

The recent release of Promoted Tweets in Search and Promoted Trends was met with a positive reaction by HootSuite users who appreciated the nuanced and unobtrusive delivery. Of course, some users will simply not be interested so HootSuite provides an option for Pro account holders to opt-out of seeing the Promoted Tweets if they prefer.

We look forward to seeing the response to this new offering. With Twitter’s commitment to quality user experience and ad relevance, we’re confident these new Promoted Tweets will produce interesting marketing initiatives which will engage Twitter and HootSuite users.

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23 comments
Dave Olson
Dave Olson

Hi James,

We use a Freeemium revenue model with different ways of earning revenue from Basic, Pro and Enterprise customers. Keep in mind, HootSuite Pro customers can opt-out of the Promoted Tweets from Twitter.

Thanks for your feedback.

James
James

I don't want promoted tweets? I don’t want feedback saying you are listening I want you to act. Actually listening to customers is only of any use if you then act to change your revenue model to reflect their wishes. Ad of any sort will make people move to a better client. Full stop.

Bert Webb
Bert Webb

I don't mind them. I'm a pro-user and I don't mind them. If, every now and then, they point me to something I want, I see them as okay. You will always have those resistant to any kind of change.

We have commercials on TV and radio, you have ads on websites, you have ads in magazines and newspapers. I don't think they are a disaster that *some* of the commenters have predicted. Some are slightly annoyed by them and offer constructive ideas -- like offering no promoted tweets for pro members -- I tip my hat. To the drama queens who scream this is the straw that broke the camel's back and that they will leave for another client -- I say, "See ya"! Try to find a better client. There's not.

Karl Bastian
Karl Bastian

I am assuming your paying customers will be spared this intrusion of promoted tweets? I don't want them and haven't seen them, and am really hoping that since I pay for HootSuite (and love it and think it's worth the modest fee) that I will not have to ensure ads in my streams. (?)

For free users, I think it is a small price to pay and they shouldn't really complain. (If it's kept to a minimum and are targeted as promised - no Cookie Monster! LOL) Though, I do agree, ads could go somewhere else, but probably wouldn't be read, so in the stream makes sense. Ignore like you do the majority of your tweets anyway.

Thanks for all you do!

Jos
Jos

Oh, and it's not about the money. I would have paid for a Pro version, if that would offer positive benefits. After all, I LIKE Hootsuite. But using a negative reason I believe is a marketing mistake.

Jos
Jos

As a next step it now seems that Hootsuite is using existing dislike of promoted tweets to push users into a premium Hootsuite Pro version.

I believe that's a mistake. Users will not accept the "invitation" to upgrade to a paid version for a negative reason.

I have used, enjoyed and promoted Hootsuite for quite a while now. And the imago of Hootsuite and the Owl's way of communicating with the users have so far been enjoyable. The forcing of existing users to upgrade in order to avoid promoted tweets will definitely change that.

Jos
Jos

The first promoted tweet that hit me was sticky to the top of my stream column. I have (as I'm sure you have, too) become quite skillful ignoring "irrelevant" information, but with this tweet constantly sticking to the top of the column.. sjeess.. that's simply too much. I( would not necessarily vote against promoted tweets in general, bust this way it's gone just one strep too far..

Pet
Pet

Hi. I have received two promoted tweets in my timeline. I am curious as to what determines "relevancy". One was an article from the Washington Post about the opinions of a political party I care nothing about, one I have never mentioned by name, in fact, and the other was something about Cookie Monster's birthday. (?)

I'm an artist who paints NSFW scifi art. I never play "meme", never look at trends, don't follow celebrity accounts and loathe shopping. In addition never discuss political parties or puppets that promote obesity.

While I realize Twitter and Hootsuite need to create income, and as such I see no inherent problem with promoted tweets, I fail to see what either of these tweets have to do with me. Is relevancy based on the people followed by the people I follow as the "suggested users" list is? Is it by the keywords of people who follow me?

Because for all I can tell it's completely random.

PeterK
PeterK

Guys please listen to your users they will always be right! Please don't implement promoted tweets as it will be the end of my experience and many friends with Hootsuite, and what a shame that would be because Hootsuite is great without promoted tweets!

Roz
Roz

Not keen on this at all. Have seen the same promoted tweet about 10 times despite following well over 1000 people. Would rather stop using Hootsuite than put up with promoted tweets.

Amy
Amy

I've seen these in my stream, but I don't seem to mind them at all! *thumbs up*

Tim
Tim

This is a great first step to cause me and many others to avoid using your platforms and networks. There is plenty of space all around the viewing window to place ads, but within our feed is a bad idea and a huge turnoff. I'm sure you are pleasing your paying advertisers, but you are souring your end user experience. I will begin searching for an alternative.

CAROL JONES
CAROL JONES

HOOTSUITE,

Greetings from rural Australia.

I read with interest the following about your ads:

"As such, both Twitter and HootSuite will track user engagement and reaction carefully and work to tailor the offering in a way that makes the most sense for users and advertisers. The goal is to display Promoted Tweets in a way that’s both useful and authentic to the Twitter experience."

This is my 'engagement'.

@threadless placed a promotion in my Hootsuite stream this morning. And I detest it being there. To me, there's nothing useful about their ad that adds to my Twitter experience.

Until now, advertising was able to be ignored.

Direct mail. Throw it in the bin.

Newspapers/magazines. Ignore. Skim. Turn the page.

TV/Radio. Ignore. Tune out. Get up and do something else while the ad is on.

But not Hootsuite.

@threadless stays in top position on my timeline, even though I could care less about them. And now. After seeing it there for several hours, I also think they're fools for being coerced into thinking spamming people with unsolicited ads that are not appreciated and which CANNOT BE REMOVED is a good business decision.

A given for all businesses.

Once you give something to your users/customers/clients for free, resentment sets in when asked to pay any price for using the once free service.

Feedback is important and this is mine.

Carol

Dave Olson
Dave Olson

Thanks for the feedback – we'll be making ongoing refinements based on usage patterns and opinions.

Dave Olson
Dave Olson

Thanks for the feedback Pet. We're paying close attention and acknowledge your concerns. We'll continue to work with Twitter to refine the ad relevancy.

Dave Olson
Dave Olson

We agree that listening to users is very important. What we've heard is that people want a choice of free/ad-supported and Premium/ad-free versions. Also that people understand the value we provide and care we put into building the tool.

You'll likely see Promoted Tweets in other 3rd party Twitter apps in the coming days as Twitter refines the program.

Dave Olson
Dave Olson

Thanks for the feedback – don't give up on us as we're working to tune where and when the Promoted Tweets appear.

Dave Olson
Dave Olson

We hear your feedback and will continue to work to improve the experience.

Bert Webb
Bert Webb

Carol - Scroll right on past them. Easier than ignoring a 30 second commercial.