I Tried Twitter’s Promote Mode

About a month ago I sat down to check analytics.twitter.com (if you don’t presently do this, I recommend you start). At the top of the Analytics dashboard was an advertisement for Promote Mode (Beta), Twitter’s new option for users wishing to expand their reach, and grow their audience.

Curious about how I might be able to achieve more with my Twitter presence, I clicked through and continued reading. For $99 each month I would be able to have my Tweets auto-promoted in the timelines of users who share my interests. Sounded like a pretty good deal, so I decided to buy-in for one month.

Well, a month has gone by; time for results!

First, a bit of organic data:

Last Month This Month
Tweets 467 655
Tweet Impressions 634k 505k
Profile Visits 5,229 5,277
Mentions 942 904
New Followers 70 146

You can see that I did much more Tweeting this month; this coincided with slightly more Profile Visits, and more than twice as many followers. That being said, I did see a noticeable drop in Tweet Impressions, as well as a small decline in Mentions.

In spite of the lower values here and there, 208% growth in Followers is great! How much of that growth is due to Promote Mode (Beta) doing its magic? Well, let’s take a look at some more data:

Daily Tweet Impressions

Tweets Organic Promoted
February 28 63 22,603 1,168
March 1 29 17,236 1,259
March 2 31 16,076 262
March 3 107 26,153 1,459
March 4 20 21,946 1,966
March 5 6 8,311 1,062
March 6 7 23,477 733
March 7 3 6,065 826
March 8 1 4,385 768
March 9 7 15,310 372
March 10 13 16,122 279
March 11 19 20,083 2,534
March 12 19 15,757 663
March 13 130 51,985 899
March 14 28 29,986 873
March 15 67 56,170 729
March 16 48 32,063 551
March 17 11 14,890 782
March 18 7 8,898 820
March 19 26 17,320 1,751
March 20 30 29,953 734
March 21 11 14,688 349
March 22 11 8,103 990
March 23 16 11,359 668
March 24 8 13,585 567
March 25 0 2,910 55
March 26 2 3,255 314

It’s worth noting I’m publishing this on March 26th, so that day’s tallies are not going to be 100% accurate. On average, Promote Mode (Beta) helped me reach 4% more views than I do organically.

But how does that translate into Followers? Can a 4% increase in reach produce a 208% increase in followers? Not in my case. Promote Mode yielded 7 followers.

In the last month, I’ve seen a total follower-increase of 141. Nearly all of that was organic, in spite of my Promote Mode (Beta) involvement. The rest of the numbers aren’t any more impressive:

So is Promote Mode (Beta) worth $99 a month? Not for me, but I can’t and won’t speak for others. Many of my Tweets are responses, and Promote Mode (Beta) explicitly warns that responses won’t be promoted. As such, to get the most out of the service you should be Tweeting (instead of replying).

Needless to say, I won’t be paying for another month.