Why Twitter Ads Outperform Facebook Ads in Certain Industries

The performance of ads on different platforms can vary significantly, and Twitter has shown to outperform Facebook in many technology and marketing sectors. In this article, we will explore the reasons behind this phenomenon and provide insights on how to leverage Twitter for better ad performance.

The Power of Twitter Tailored Audiences

One of the main reasons for Twitter's outperformance is its tailored audiences feature. Tools like Followerwonk and Ahrefs allow advertisers to build precise and relevant audience lists that can be uploaded into Twitter Ads Manager. These tools offer advanced options to find and target specific audiences, such as:

Follower Intersections: Lists of Twitter accounts that also follow other specific accounts, allowing for highly targeted outreach. Custom Audiences: Uploading email lists to find matches within Twitter's database for targeted campaigns.

This guide provides detailed instructions on building highly relevant audience lists to promote tweets effectively.

Cheaper Clicks with Relevant Audiences

By effectively using targeted audiences in Twitter Ads Manager, advertisers can achieve better performance. If the promoted content or offer is compelling, the ads are likely to generate higher engagement and positive feedback. Promoted tweets often receive organic likes and retweets, adding momentum to the campaign.

However, narrow targeting based on precise locations, age demographics, interests, and behaviors can decrease click rates and increase CPC (cost per click). This is because the number of potential distractions is reduced, leading to a more focused and engaged audience.

Fewer Distractions on Twitter

Compared to Facebook, Twitter has fewer distractions, despite its constant stream of tweets. Users on Twitter primarily seek instant information, such as breaking news, rather than catching up on their friends' updates.

Facebook, on the other hand, offers a more diverse ecosystem where users encounter various types of content, including family, friends, cat memes, and co-workers. This variety can make it harder for ads to stand out and catch the user's attention.

Twitter’s user base is approximately 12-15% of Facebook's, but its audience is more engaged. This higher engagement translates to better ad performance.

Conclusion

Twitter has proven to be an effective platform for ads, particularly in technology and marketing sectors. By leveraging tailored audiences, focusing on relevant content, and understanding the user behavior on the platform, advertisers can achieve better performance and engagement levels.

Remember, while Twitter may outperform Facebook in certain industries, it is essential to tailor your strategy to the specific needs and preferences of your target audience. Regularly monitoring and optimizing your campaigns can help ensure you capitalize on the strengths of each platform.