In the Modern Age bigger isn’t better, but effectiveness is. And we have the means to measure effectiveness down to the penny. We need to stop trying to “go viral” or somehow duplicate the Super Bowl Oreo tweet and spend that time creating content aimed at cultivating specific, high-quality audiences instead.
For small businesses, individual influencers and brand new accounts, Twitter’s new Promote Mode is a great option to build visibility and followers more quickly.
Facebook’s new tool will make well-designed campaigns much more successful.
A new ad format from Twitter will allow for much greater video engagement on the platform.