There is a big hype on Internet recently with the million dollar question – Will Twitter’s Promoted Tweets Ad Model Work? Will users click on Twitter’s Ad?

My personal opinion is yes. Why, I am coming to that point later but let me tell you Twitter has named their new Ad platform as ‘Promted Tweets’. The Twitter’s new ad platform will begin by charging on CPMbasis, but will eventually switch to a model that the company calls “resonance.” Essentially, a sponsored tweet gains points based on factors such as retweets, favorites, impressions, and clicks. Combined, this resonance score will tell Twitter whether or not an advertisement is performing, which will affect its longevity and its price.

The system sounds very similar to Digg Ads. Digg Ads appear in the homepage stream as sponsored Digg submissions. Based on the number of diggs, buries, and clicks an ad receives, that ad will either stay on the homepage for longer and decrease in price, or it will be “buried” and the advertiser is charged more for submitting a bad ad.

Digg Ad is so far fair enough and if this is true and effective then Twitter is also not taking a bad strategy.

But everything depends on the quality and nature of the promoted tweets from advertisers. Choosing the right content is the most important from advertiser’s point of view. The browsing nature of Digg users and Twitter users are not the same and here comes the role of Twitter management how they represent promoted tweets to users. The blending and relevancy to users clicking/ browsing behaviour are also prime factors.

So, brands should promote the following types of tweets –

1. Contest tweets, where the brand encourages users to share or submit ideas or stories to win a prize.
2. Cause marketingtweets, where the brand encourages users to support a cause or anon-profit.
3. Tweets from customers where they review, recommend, or give kudos to the brand, product or service.

Corporate marketers need to step tailor-made advertising to Twitter and take it upon themselves to create value-driven Twitter ads. This is not another opportunity to rehash a Facebook Mafia Wars advertisement or show users how they too can have a ripped six pack. Advertisers need to sit down and think about how content is used and shared on Twitter, and, importantly, what makes a Tweet (paid or not) successful.