More and more advertisers are turning to new media to expand their reach.

Twitter has an active monthly user base of over 300 million people and is a growing network in terms of advertising spend for many businesses.

The platform’s targeting options include interests and keywords, although the latter is not what you would find on a search engine such as Google or Bing. While based on keywords the user searches, their intent is ultimately different on a social network, so your advert messaging needs to reflect this.

Users can be targeted using Promoted Tweets, Accounts and Trends. We find Twitter an effective platform for brand awareness, which is particularly beneficial if you are running a competition or event that requires particularly localised targeting.

As with other awareness-focused platforms, Twitter is most beneficial when viewed as a touchpoint on a longer user journey to conversion. Messaging needs to be concise and ideally engage users on Twitter itself.

Twitter is also beneficial in tying together an offline campaign with a digital audience. By utilising a specific hashtag within your print media or TV campaign, Twitter advertising can be used to easily identify and re-target users who have actively engaged with this. Providing an incentive for doing so in the first place often works best, so an effective strategy is key.

If you’d like to find out more about advertising on Twitter, or you’d like to discuss your requirements in more detail, get in touch with us.

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In our experience, the key to running a successful campaign on Facebook is to have a true understanding of why people are using the platform, then working with the resulting information rather than against it.

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LinkedIn offers two main types of targeting - text adverts and sponsored content. The latter is where you ideally want to focus your time and budget, because LinkedIn users value information highly.

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Instagram is owned by Facebook, and therefore enjoys the benefits of the same plethora of targeting options such as interests, behaviours and connections.

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Users who are in a research phase present businesses with an opportunity to be at the forefront of a prospective customer’s conversion journey.

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Remarketing is often most effective early on in a user’s journey, in a more subtle and effective way than simply placing an advert in front of someone encouraging them to buy a product they have previously viewed.

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