I’ve been wrestling with the subject of promoted tweets for a while and I think I’ve come up with a solution. A solution that makes me feel better, at least.
Promoted Tweets Aren’t That Bad
They really aren’t. Actually, they’re a good thing and I fully support them. Provided they are relevant to me, that is. Unfortunately this is rarely the case, as you will see if you read on.
Blame Those I Follow
What I’m finding is that a lot of the promoted tweets I see in my feed are not relevant to me. The reason for this is quite simple. If a brand promotes a tweet, one of the targeting criteria is to promote to those who follow the brand’s followers. This seems fundamentally broken to me. It’s as if Twitter assumes I have the same interests as the people I follow. I don’t. It’s as simple as that.
So because of this, my first solution was born. If I saw an irrelevant promoted tweet, I would unfollow the person whom I am following, that is following the brand doing the promoting. I soon realised that if I kept this up, I would end up following no one. So I stopped doing that.
The Winning Solution
Some time later, promoted tweets are still pissing me off. And I realise that there’s nothing I can do to fix Twitter’s broken targeting. My current solution is much more focused on the brand. Now, whenever I see an irrelevant promoted tweet, I block the brand doing the promoting. I’ll never see that brand in my feed again. Good riddance to bad rubbish.
My only concern is that I will now probably be on the receiving end of lower bidding (and probably lower quality) promoted tweets.
Oh well, I guess I’ll just have to nuke them too…