Twitter now launches ‘Twitter Offers’ in USA

We have seen both Twitter and Facebook emulate each other’s features. This time its Twitter who has introduced ‘Twitter Offers’ much similar to what Facebook had launched it much earlier – ‘Facebook Offers’. As of now it is introduced only in USA for selected brands, but as we have seen in the past in no time such features get rolled over across the world. The intention of Twitter Offers is same as that of Facebook Offers, i.e. to facilitate brands in sales. So, Twitter would become yet another channel through which brands could boost their sales with attractive offers.

Source: Twitter
Source: Twitter

But, how does Twitter Offer differ from Facebook Offer?

1. Basic Mechanism / Process:  I found it much simpler in case of Twitter Offer than Facebook Offer. In Twitter Offer user has to just register one’s credit / debit card as first step, go ahead and purchase from that seller and automatically the offer cashback is transferred to the user’s registered credit / debit card. However, it was bit complex in case of Facebook Offer, where an email was sent to the user on subscribing to the offer. The user had to either take print out of the email or produce the email at point of purchase, which meant that user had to make an additional step. In case of Twitter it is very simple, as every user would be carrying some or other card and its hassle free.

Twitter Offer
Source: Twitter

2. Encrypted data of user’s card will be stored: Users do not have to worry about their card to be misused as all card details would be stored in an encrypted manner. Also, users can have regular track of their spends and cashback as they would get all details on their card statement. Moreover, users have an option to delete all account details in future whenever the need arises.

3. No overhead costs for brands: As the redemption process is so simple brands need not invest time in training their resources or make any other special arrangements. While in case of Facebook, there was always a need for brands to inform their stores about the offer, make them aware that some users with email printouts / soft copy would be coming for purchase.

Twitter has always tried to increase engagement on the platform and thereby create some additional revenue streams for it to have a respectable figure on stock markets. This new offering by Twitter on the face value looks to be promising, however it would be too early to comment on its effectiveness. Though, not explicitly mentioned in the Twitter Offer launch blogpost, it definitely seems to be yet another paid option for the brands. Hence, it needs to be seen what are the commercials attached to this offering and how effective are the RoIs resulting from them.

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Anandan

I am presently employed as Associate Director (Paid Media) at Performics.Resultrix, a Publicis Groupe company. Prior to this role I was employed with HCL Technologies as Senior Manger (Digital Marketing). My earlier digital marketing assignments were with ZenithOptimediaIndia (Publicis Groupe) and AdGlobal360. You can follow me on Twitter @anandan22 for all conversations on digital marketing.

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