Twitter, a platform known for its fast-paced, real-time conversations, has long been a go-to for individuals and brands looking to engage with a global audience. But when it comes to Twitter advertising, many marketers find themselves frustrated with the results. Despite Twitter’s popularity, its advertising platform often falls short compared to competitors like Facebook, Instagram, and LinkedIn. In this post, we’ll explore why Twitter advertising is considered terrible by many in the industry, backed by stats, data, and real-world examples.
The High Cost of Twitter Advertising
One of the primary reasons Twitter advertising is seen as ineffective is its high cost relative to the return on investment (ROI). Many advertisers report that Twitter ads are more expensive than those on other platforms, yet they often yield lower engagement and conversion rates.
Stat: According to a study by AdEspresso, the average cost-per-click (CPC) for Twitter ads is $1.35, compared to Facebook’s $0.97. This may not seem like a significant difference, but it adds up quickly, especially for campaigns with tight budgets.
Average CPC on Twitter vs. Facebook
| Platform | Average CPC ($) |
|---|---|
| 1.35 | |
| 0.97 |
This chart highlights the higher cost associated with Twitter ads, which can be a deterrent for marketers looking to maximize their ad spend.
Limited Targeting Options
Targeting is crucial for any successful advertising campaign, and this is another area where Twitter advertising falls short. While platforms like Facebook and LinkedIn offer robust targeting options based on demographics, interests, behaviors, and more, Twitter’s targeting capabilities are relatively limited.
Basic Targeting Features
On Twitter, advertisers can target users based on broad categories like location, age, and gender, as well as interests and follower lookalikes. However, these options often lack the granularity needed to reach specific audiences effectively.
Example: A B2B company targeting IT professionals in the healthcare industry would find it difficult to narrow down their audience on Twitter, leading to wasted ad spend on irrelevant users.
Stat: According to a survey by Social Media Examiner, 72% of marketers believe that Twitter’s targeting options are less effective than those on other platforms.
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Marketers’ Perception of Twitter’s Targeting Capabilities
| Perception of Targeting Effectiveness | Percentage (%) |
|---|---|
| Less Effective Than Other Platforms | 72% |
| Comparable to Other Platforms | 18% |
| More Effective Than Other Platforms | 10% |
This chart underscores the general dissatisfaction with Twitter’s targeting options, which many marketers find to be less effective than those offered by competitors.
Low Engagement Rates
Even when ads are served to the right audience, engagement rates on Twitter tend to be lower than on other platforms. Users on Twitter are often more focused on following real-time conversations or catching up on news, making them less likely to interact with ads.
The “Scroll-By” Effect
Twitter’s fast-paced nature means that content, including ads, is quickly pushed down the feed. This “scroll-by” effect results in lower engagement rates, as users are more likely to skim over ads without interacting.
Stat: According to HubSpot, the average engagement rate for Twitter ads is just 0.9%, compared to 1.6% on Facebook and 2.3% on Instagram.
Tip: To counteract low engagement, some marketers experiment with more visually engaging ad formats like video or GIFs, but this often increases production costs without guaranteeing better results.
Ad Fatigue Sets in Quickly
Because Twitter’s content moves so quickly, users are exposed to a large number of ads in a short period. This can lead to ad fatigue, where users become desensitized to ads and are less likely to engage.
High Frequency, Low Impact
Twitter ads often need to be shown multiple times to the same user to achieve any meaningful engagement, which can quickly lead to diminishing returns. High-frequency exposure without corresponding engagement can also drive up costs.
Stat: A study by WordStream found that Twitter ads require an average of 3.5 impressions per user before they engage, compared to just 2.1 impressions on Facebook.
Example: A retail brand running a holiday promotion might find that users see their Twitter ad multiple times without clicking, leading to higher costs with little to show in terms of conversions.
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Poor Conversion Tracking and Analytics
For any digital marketing campaign, the ability to track and measure success is crucial. Unfortunately, Twitter’s analytics and conversion tracking tools are often seen as lacking compared to those provided by other platforms.
Limited Insights
While Twitter does offer basic metrics like impressions, clicks, and engagement, its analytics platform is not as robust as those offered by competitors. This makes it difficult for marketers to gain deeper insights into ad performance and optimize their campaigns accordingly.
Stat: According to a survey by Marketing Land, 60% of digital marketers rate Twitter’s analytics and conversion tracking tools as “below average” compared to other platforms.
Tip: Marketers often need to rely on third-party tools to get a more comprehensive view of their Twitter ad performance, which can add complexity and cost to their campaigns.
Lack of Advanced Ad Formats
Another factor contributing to the perception that Twitter advertising is terrible is the lack of advanced ad formats. While platforms like Instagram and Facebook offer interactive ad formats such as carousel ads, shoppable posts, and augmented reality experiences, Twitter’s ad formats are relatively basic.
Limited Creativity
Twitter offers a few standard ad formats, including promoted tweets, promoted accounts, and promoted trends. While these can be effective for brand awareness, they lack the creative flexibility that many brands are looking for to stand out in a crowded market.
Example: A beauty brand that thrives on Instagram’s shoppable posts might struggle to replicate that success on Twitter due to the platform’s limited ad formats.
Stat: According to eMarketer, 54% of brands say they are “somewhat dissatisfied” with Twitter’s ad formats due to the lack of creative options.
Popular Articles on Twitter Advertising
For those interested in diving deeper into the challenges of Twitter advertising, here are some popular articles that provide additional insights:
- Why Twitter Ads Don‘t Work and How to Fix Them
- The Limitations of Twitter Advertising: A Marketer’s Perspective
- How to Optimize Your Twitter Ads Despite Platform Challenges
- Alternatives to Twitter Ads for Effective Social Media Marketing
These articles offer further analysis and tips for marketers who are grappling with the limitations of Twitter’s advertising platform.
Why Twitter Advertising is Terrible
While Twitter remains a popular platform for real-time engagement and conversation, its advertising platform leaves much to be desired. From high costs and limited targeting options to low engagement rates and basic ad formats, Twitter advertising often fails to deliver the ROI that marketers expect. For brands looking to make the most of their ad spend, it may be worth exploring alternative platforms or focusing on organic engagement strategies on Twitter rather than paid ads.
