New Twitter brand pages: a flashy ploy to justify the cost of promoted tweets?

The new UK Twitter brand pages have finally hit our shores for those companies that can afford it.

Let’s put this out there, brands on Twitter still don’t have the flexibility the Facebook API allows. Twitter will keep a tight rein on what users can and can’t do and maintains a standard look and feel for the site. So what do the new pages allow brands to do?

Space for a branded banner below company profiles;

Area for a permanent tweet containing rich media or a promotion;

…and that’s it.

Twitter says that, brand pages now round off its offering for business. But, then Twitter would say that wouldn’t it?

WHAT YOU GET (according to the Twitter ad blog)

  • Own it

Your enhanced profile page is completely public, entirely yours to brand, and accessible to every viewer. In addition, no other companies’ advertisements will appear on your enhanced profile page.

  • Deliver results

Drive traffic around your latest ad campaign, product launch, breaking news, or other timely content by using your enhanced profile page to focus followers and non-followers alike on the Tweets that are the most important to you right now.

  • Connect the dots

Want to integrate Twitter into other media? Now you can use your @handle to guide users to a richer brand experience on your profile page.

WHAT WE SAY

It’s really about deciding whether Twitter is a priority destination for your audience and whether the purported £25k asking fee is worth it. Why not spend it on this Range Rover Sport instead?

I’m being facetious, because you also get £25k of media spend with Twitter. Now, promoted tweets don’t have exhaustive proof of ROI, and while EA appear pleased with the results of their recent trial the wider jury’s still out on their effectiveness. Personally, I feel that promoted tweets and the brand page should be taken as a cost whole, branded pages might justify the financial outlay for an ad product that is yet to prove itself to marketeers and advertisers.

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