How to Successfully Run Paid Partnerships on Twitter
Social media offers so many benefits for brands and content creators alike. Not only is it fantastic for building a community, but it can also be an effective way to make money.
Brands can run paid partnerships on Twitter and other platforms as a way to generate awareness and drive sales with the help of social media influencers. Plus, those influencers can earn extra cash by sharing promoted tweets on their accounts. It’s a win-win for everyone!
However, if you’re going to run an influencer marketing campaign, there are a few things to know to set yourself up for success. In this article, you’ll learn the essentials for running paid partnerships on Twitter so you can generate great results and comply with platform policies.
How to Successfully Run Paid Partnerships on Twitter
Before creating content for your next paid partnership, here’s what you need to know:
1. Choose the Right Partners and Campaigns
For brands who want to run paid partnerships on Twitter, it’s important to be selective about the influencers you work with. You want to choose influencers who are aligned with your brand’s values. It’s also smart to work with someone whom you can count on to create quality content. And you’ll want to ensure their existing audience is also your target audience.
As a content creator, you never want to jeopardize your integrity by working with a brand you don’t truly support. There’s nothing worse than losing the trust of your audience by raving about a product you don’t actually like. Never take a partnership just to make a quick buck.
2. Make it a Collaborative Effort
Oftentimes brands have a very clear vision of how they want a sponsored campaign to go. While this is great, it’s also important to collaborate. It’s a partnership, after all!
As a brand, be clear about your expectations for any influencer marketing campaigns you’re running. This way, the content creator you’ve partnered with knows what’s required of them. However, give them some creative control. Allow them to offer suggestions regarding what they think would work best. They’re the ones who truly know and understand what reinstates with their audience. This way, you can ensure a successful campaign for both of you.
3. Familiarize Yourself With Twitter’s Policies
It’s important for brands and content creators to know what’s required of them when running paid partnerships on Twitter. It’s the only way to ensure you’re in compliance with applicable laws and regulations regarding advertising. And in January 2023, Twitter updated this policy.
Essentially, any sort of paid partnership must be clearly disclosed by including “#ad” within the tweet in question. Now, the question is, what does Twitter consider to be a paid partnership?
Here are a few instances in which something is considered a paid partnership:
- There is any kind of compensation for a tweet (e.g. money, gifts, product).
- The tweet is part of a brand ambassador arrangement.
- The tweet includes a link or discount code through which the user might receive some kind of benefit, incentive, or reward.
For more information, make sure you review Twitter’s paid partnerships policy.
4. Reconvene Afterwards to Review the Data
One of the great things about running paid partnerships on Twitter is that they can turn into long-term arrangements. If you find a particular campaign performed really well, you can replicate that success in the future by working together again and again.
After the campaign wraps, take some time to connect and review how the content performed. Then, you can begin brainstorming future partnerships so you can both continue to work together and thrive!
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