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Twitter Slowly Opens Door on Self-serve SMB Ad Platform

Last month American Express used Twitter's Promoted Tweets and Promoted Accounts to offer special deals to cardholders. The campaign was deemed a success and now Twitter and the financial services company are  expanding the offering to select SMB cardholders in its long-awaited self-serve ad offering for SMBs.

Initially, only a small group of businesses will have access to the new advertising opportunity, but Twitter says it plans to steadily increase the number of participating small businesses over the coming weeks.

Twitter touts a number of advantages to the self-service platform. Twitter will automatically identifying and promoting the most engaging Tweets under the program. Also, the cost model is on a pay per follower basis for Promoted Accounts and a per engagement–lick, retweet, reply, and favorite–for Promoted Tweets. Users can also target very narrowly or globally.

In the AmEx campaign, called “Tweet Your Way to Savings,” AmEx cardholders would tweet the current hashtag offers to receive the deal.

Visibli Social Analytics, which has been tracking the #AmEx hashtags since the campaign launched on March 6, reports that the campaign has generated so far a total spend of approximately $9.2 million and discounts of $2 million, roughly.

There have been 221,924 tweets, or approximately 184 tweets per hour – a pace that has dropped slightly from a week ago, when the site clocked in 259 tweets per hour.  Twitter didn’t provide much more information about the program. Watch the video for details that are available.


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