Campaign objectives: Consideration. Followers

Build your community of engaged and loyal followers on Twitter

The followers objective allows you to promote your Twitter account within the timeline to attract new followers and grow your audience on Twitter. Run a followers campaign when you want to increase the number of prospective customers who follow your account. 

Followers are incredibly valuable to every business, and this is an easy way to accelerate your follower growth. More followers also means growing an interested audience with whom you can engage with and use to amplify your message — both on and off Twitter. 

Your followers are also likely to become brand advocates and customers. Once you acquire paid followers, you have the opportunity to engage with them every day to spread reach, word of mouth, drive web traffic, purchases, leads, downloads, and more.

Followers campaign

Best practices

Ad formats

For follower campaigns, we recommend using Text Ads only. This is because Tweets chosen for this campaign will automatically render as a Follower Card (shown below), and images and videos will not render.

Copy

Since follower campaigns are best served by text-only Tweets, we recommend using short and compelling copy. Here are some of our top tips:

• Use actionable copy and explicitly say “Follow us” in your Tweet
• Tell people why they should follow you
• Craft a clear bio and use a professional background image on your profile
• Don’t add any extra links or excessive hashtags, as they distract from the “Follow” button

Bidding strategy

In a followers campaign, you’ll only be charged for the follows you acquire. Any other actions and engagements are free. We recommend using target bid since it gives you the flexibility to successfully bid on followers who are likely to follow your account, while staying near or below your target costs per follow.

You will never be charged more than what your bid is set at, and once your budget is reached, your campaign will automatically stop serving. Twitter also provides real-time recommended bid guidance during campaign setup.

Targeting recommendations

For follower campaigns, it’s important to target creatively and include 10-20 @names and interests that your audiences are likely to have. A good place to start is targeting accounts that are similar to yours, including competitors and industry influencers, and follower look-alikes.

We also recommend creating campaigns for each of your customer segments to tailor your messaging strategies and control bids independently. 

Measuring results

Once your campaign is live, you can track real-time results in your Ads Manager dashboard. Important metrics to track include CPF (cost-per-follower), total imperssions, follow rate, total audience reach, and total spend.

You can also run measurement studies depending on the goals you want to achieve including audience verification and brand surveys.