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malevolent design weblog

This blog is now defunct, but you can find more stuff over at my personal site

Primitive Promoted Trends

Twitter’s been displaying Promoted Trends for a while now, allowing advertisers to ‘jump the queue’ and appear in Trends lists. What’s odd is just how primitive this offering this.

Here’s a recent tweet linked from a Promoted Trend:

Target Promoted Trend

And here’s another:

Verizon Promoted Trend

Both of those US-only promotions appeared in my Trends list, which is set to United Kingdom. So even though Twitter is already analysing regional activity, they’re not applying this to advertising and are simply selling global promotions, which is wasteful for advertisers and confusing for users.

I’m sure they’re keeping things simple and focussing on a small number of larger advertisers at the moment, but it’s surprisingly crude for a major site that’s had over 4 years to ponder revenue-raising features.


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