What is it?
You can use Twitter to laser-target paid campaigns based on interests, keywords, behaviors, and more.
Twitter ads can work for any newsletter, but it works particularly well for those covering things like tech, business, finance or marketing.
The platform overall tilts pretty male/techy - even more so since it became “X”.
For a successful ad, take inspiration from tweets of yours that got a good reaction in the past.
The best ads feel like organic content that resonates with your target audience on their own merit.
In terms of acquisition costs, Twitter is fairly cheap (comparable to Instagram and Facebook) if you're in the right niche. So if your audience lives on Twitter, go for it!
The Good and the Bad
- (often) low CPAs
- affluent userbase
- scalable
- very difficult to set up
- platform often buggy
- many issues can cause CPAs to fluctuate wildly
Examples of how to crush it
Luca Rossi
Twitter/X subscribers used to be super cheap - between $0.25 and $0.5.
Luca took massive advantage of this to grow.
Now Twitter/X ads cost him closer to $2 per subscriber. But they still represent a good ROI, with strong engagement metrics like open rate and click-throughs.
Ben's Bites
Ben's brand revolves around his Twitter/X profile, so it make sense that he would run ads on home turf.
Even if people don't subscribe to his newsletter directly from the ad, they might be tempted to check out his profile and explore more.
TLDR
This is an example of product market fit. TLDR creates content for techy people who want snackable updates, and Twitter/X is FULL of those.
React Digest
Another example of giving the people of Twitter/X exactly what they want.
You can see Jakub's ad has been viewed 25 million times - so it clearly must be working for him!
