Twitter’s First Promoted Trending Topic Appears

Well, it’s official. Twitter has rolled out its newest advertising model – promoted trending topics. This morning, upon logging in, you might notice the Toy Story 3 trending topic with a “promoted” label beside it. Yes, Disney purchased the first promoted Tweet – go figure.

We’ve become accustomed to promoted Tweets, since Twitter rolled them out in April – and frankly, I don’t find them intrusive or annoying. I think it’s a smart advertising tool. But one thing I have to ask … is purchasing a promoted trending topic worth it when the content behind it isn’t so hot? The Toy Story 3 Tweets aren’t exactly mind-blowing, and there aren’t a whole lot of them. In fact, most of the Tweets that popped up this morning were either in another language or Re-Tweets of the same phrase from @ryanfaller.

The great part about trending topics in general is that you can expect to find tons of content behind each one. Hence the point – these are the things people are buzzing about. When you place a pseudo trending topic, you’re likely to find a lack of content there, given that these topics aren’t really as popular as Twitter wants you to believe.

Personally, I think a promoted trending topic is a little too false. The whole point of trending topics is to show us what other people are talking about. And if people aren’t talking about it – it shouldn’t be a trending topic, period. Promoted Tweets make much more sense, and frankly, I’d think they’d return a much better ROI for advertisers. What are your thoughts on Twitter’s new advertising experiment?

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