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Which resorts are promoting tweets, what are they promoting, and how well is it working?

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GREGG
BLANCHARD
   

Knowing which social posts have been promoted is a tough draw. I’ve tried a few times to filter boosted posts out from the rest with no luck.

Last week my luck finally changed as I dug into the Twitter source analysis I talked about on Wednesday. To my nerdy delight, tweets posted from the Twitter Ads platform directly are labeled as such. It doesn’t catch tweets posted from another platform and then later promoted as is nor does it indicate how much paid promotion it received, but it’s a start.

So, who is promoting tweets and what are they promoting? I’m glad you axed.

The Resorts
So far at least these resorts (remember, if they tweet first and promote later I won’t see it) have experimented with promoted tweets:

Was happy (and a bit surprised) to see some smaller areas testing things out.

Stats
Again, keep in mind this only counts tweets posted directly from the Twitter Ads platform, but as such here are a few stats.

Total Tweets
1,124

Average / Resort (Median)
45 (10)
*note that two resorts account for 73% of all promoted tweets, hence the gap between average and median

“Testers” (Resorts with 1 Promoted Tweet)
7 (28% of total)

YOY Promoted Tweets
2013: 13
2014: 315
2015: 597
2016: 199

Top Tweets
Again, we don’t know how much budget was put toward any given tweet, but assuming engagement is somewhat constant between these tweets we can use favorites and retweets as an indicated.

Here are the top promoted tweets from each resorts based on engagement to show not just what’s being promoted, but how much it’s been promoted as well as a vague look into the results.

So a couple resorts going all in, a dozen or so using promoted tweets semi regularly, another dozen just testing the waters with tweets about everything from offers and discounts to snow reports and road closures.

I’ve played around with the platform a bit myself and, while I wish it were a little easier to use (like Facebook’s 2-3 click flow to boost any), the results were about what I expected. Nothing special on CPC, decent for gaining new reach, and best used to drive awareness within your own community.


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