Twitter is a people platform. Sure, there’s a niche where social media managers go wild in an endless feedback loop of engagement (see: any fast food brand’s Twitter page), but people like reading tweets from people.
The same is true, mostly, in advertising.
Think about it
You’re there, behind your old desk, scrolling Twitter for the 50th time that day before you’re finally going to get to work, and you see an ad.
Are you more likely to click on that ad if it’s from a real person, or a brand with some mainstream SaaS-looking logo? The answer is probably the former.
Just like how you prefer reading tweets from real people, you’ll prefer clicking on ads from real people.
That’s the insight
Use your founder’s account, not your brand account, when you advertise. You’ll find that the CPC is consistently lower.
*Exceptions, because there are always exceptions:
- If your founder really, really doesn’t want to be on Twitter
- If your brand is very well-known
- If your founder uses their Twitter for personal things that could reflect poorly on the brand (well, that’s a problem in general)
- If the purpose of your campaign is to drive brand awareness
- If the purpose of your campaign is to grow a following on your brand Twitter account
That’s it. Now, go drive some conversions.
