By Berta Ventura, on 1 March 2016
With the rise of advertising solutions available on social networks, marketers like us are left with a dilemma: we don't want to miss any chances to reach our targets, but sometimes advertising on every channel doesn't make sense for our brand. Today, we want to help you understand Twitter vs. Facebook Ads, and explain the advantages of each advertising platform.
Spoiler alert: Both advertising solutions have many benefits and can be used simultaneously! However, in order to do so successfully, you need to know what each one can do. Read on!
8 Advantages of Twitter Ads
Speed: Many users find Twitter to be the quickest way to stay up to date with what’s happening in the world around them. It is a real-time connection to the world, so it makes sense to leverage it to have a direct and instant connection with your users.
Synchronization with company goals: Twitter Ad campaigns allow you to completely adapt your advertising strategy to your business goals. Another benefit is that you only pay when your marketing objective is achieved (in other words, when a user completes a defined action). You can create a campaign to increase your number of followers, generate clicks or conversions, get more interactions with your tweets, promote app installs, increase your client list or increase the number of views on your content.
Advertising on Twitter is totally integrated into users’ timelines via promoted tweets: With the exception of a small symbol in the upper corner, promoted tweets blend seamlessly into users' timelines. Users can interact with them by mentioning, retweeting, commenting, or liking. You can also make promoted tweets stand out with Twitter Cards.
Mobile potential: Mobile devices are already the main form of accessing the Internet, which is why social networks optimized for mobile are very advantageous. Over 80% of Twitter users access it from mobile devices.
Tailored pricing: Twitter Ads’ payment method is based on payment per achieved objective, which means that all of the money you invest is spent on achieving the overall objective of the campaign. Like Facebook, it is based on a bidding system: in order to win a bet, you only have to pay one cent more than the second-highest bidder.
Better CTR: Various studies indicate that advertising on Twitter consistently obtains higher CTRs for brands. Therefore, it is safe to conclude that these campaigns attract more attention from audiences. This could be due to the improved integration of ads in content and reduced competition (Facebook is saturated with ads).
Stronger potential for going viral: Retweeting is the essence of Twitter, so ads on this platform will have a much larger chance of going viral.
New technology solutions: Automation solutions have been developed especially for Twitter. These tools allow you to automate the creation of ads, making the process of obtaining real-time insights easier.
To learn more about Twitter Ads, check out these two related posts:
- What Are Twitter Ads and How Do You Use Them?
How to Include Twitter Audience Platform in Your Mobile App Strategy
6 Advantages of Facebook Ads
Advertising on Facebook has its benefits as well:
Number of users: Facebook is the most popular social network globally, with 2.23 million monthly active users. Twitter has 335 million monthly active users worldwide. In other words, Facebook offers a much larger potential market for you to reach consumers.
Vast reach: The Meta family includes Facebook, Instagram, and WhatsApp. Studies show that Facebook Ads campaigns are seen by more people, which makes sense considering you can also show ads on Instagram and WhatsApp with Facebook Business Manager. Showing your brand to the maximum number of people possible is the essence of advertising!
A higher number of interactions: One of the greatest advantages of advertising on social networks in comparison to traditional forms is that doing so allows users to interact with content, become a part of a brand’s story, and see its value. In this sense, Facebook is the winner in terms of interactions per minute.
Cost per click and per thousand impressions: Although this does not indicate that the final cost per conversion is also lower, it does mean that this network may be ideal when it comes to your budget.
Ability to attract traffic to websites: Facebook is responsible for 65% of all social media traffic, more than all of the other social media platforms combined. The data tells us that Facebook has a stronger ability to direct visitors to our websites. But, remember that there are many more users on Facebook than on Twitter.
App Installs: Although Twitter currently dominates the mobile market, advertising on Facebook is number one in terms of generating paid app installs.
Conclusions: Twitter Ads or Facebook Ads?
As you can see, both tools have important advantages. Facebook and Twitter both have a lot to bring to your campaigns; choosing one or the other depends on your general strategy.
We recommend analyzing the benefits and user profiles of each network before deciding which ones to focus on. Facebook is the ideal place to improve your brand’s visibility and to connect with your consumers, although it might not be the best way to connect with younger audiences. On the other hand, Twitter is where users go to get the latest updates on what is going on in the world.
In order to make the most of advertising on social networks, it is ideal to choose platforms where your brand already has an active organic audience. If your brand has many followers or fans and regularly publishes interesting content, your ads will be much more credible.
Remember that you don't have to choose just one platform to advertise on–you can divide your advertising budget between both Facebook and Twitter. This way, you will be able to see for yourself which one is more effective for your brand and product. Good luck!