Introduction
Every social
media site is continually innovating with their paid ad platforms to increase
advantages for their advertiser for the selected locations. Facebook and
Twitter are high-ranking social media sites that have a large user base.
Considering the popularity of Facebook, many best mobile app development company in USA and India are
increasingly interested to develop
Facebook apps for business customers.
These are considered as the best platforms and
that are chosen by a large number of advertiser to reach their ads to more
customers. If you advertise on both the platforms, your expenses may go high, so
which one to choose, Facebook or Twitter?
It is not easy
to tell which one is best. So we need to analyze in the way of their platform
features, offers, kind of users, and most importantly kind of products and
services that give best results.
Revenue model
Facebook Revenue model: Facebook is having a huge revenue
from advertising, which accounts almost 85% of its total revenue. Facebook allows
different kinds of ads like video ad, image ad, etc. And the remaining revenue comes
from Zynga games and from gift shops, which allows to buy credit through third
party developers. One of the recent improvements is sponsored ads, which can be
chosen through their ad API.
Twitter Revenue Model: Like Facebook, Twitter’s 85%
revenue come from advertising. In Twitter, advertiser can pay for ads per click
or per retweet. Most importantly, 65% of its revenue comes from ads on mobile
devices. And another major revenue comes from ‘firehose’, which means Twitter
sells its public data, mainly tweets of users to Google and Microsoft, who
feature them in their search results.
Kinds of Advertisements
Facebook ads: The Facebook ads can divided into subheading
i.e. traffic and leads for website, sales and leads for products and service,
visitors for store or event,
and likes and engagement for the pages.
Traffic and leads
for websites: The most popular ads in this section are domain ads. It displays big attractive images, small descriptions,
titles and links.
Sales and
leads for product and service: Carousel, a type of ad, is especially used for
multi-product ads, which is useful for e-commerce advertisers. Dynamic product ads are perfectly timed
ads and they target users based on product action. Lead ads help to get quick leads for the advertisers. Canvas ads are interactive ads and can
swipe through a carousel of images very quickly.
Visitors for
Store or Events: Events ads attract
more customers to reach events. Offer ads
are perfect suit for store owners, where they can attract customers with offers
or discounts on the products.
Twitter ads: Twitter card allows to attach
different kinds of media with the description of 140 to 10000 characters. The
ad cards ads are categorized into Traffic and Leads for website, Sales and Lead
for Product and Service, Brand Awareness and Engagement for brand.
Traffic and
Leads for website: There are two types of cards, i.e. app card and photo card.
Photo card allows to post a full width image with title, description and link,
which will take it directly to the desired website.
App cards
are ads that drive app installs. Some mobile app development company Mumbai, India are leveraging it for full
extent to drive downloads for their apps.
Sales and
Lead for Product and Service: Gallery Card comes under this category. Gallery card is a way to showcase products or
images from website. Lead generation card is used to gather qualified ads and
their emails. Website card brings users to website.
Brand
Awareness: Brand Awareness has two cards: Player Card and Summary Card. Player card posts music, GIF Images and
Video. Summary card allows a link with
additional text.
Engagement
for the brand: Product card allows a
specific space for showing off products or services with image. Conversational card includes a call to
action button with customized hashtags.
Comparative Evaluation on User Basis
Facebook has
almost 5 to 6 times more users than Twitter and also the annual growth rate of Facebook
is double than Twitter. The number of active monthly users on Facebook is 142 million,
whereas Twitter has 23.2 million users. The percentage of visitors who frequently
visit Facebook is 80%, whereas Twitter has 54% in the same category.
Mobile Ad Performance
Mobile ads are
very important for both the social media sites and advertisers. When compared
to the desktop, users are spending more time mobile. In this, Facebook holds
15.8% of mobile ad market share, whereas Twitter holds only 2%. Twitter earns 50%
of its revenue from mobile ads, whereas Facebook earns only 42% from mobile ads
Conclusion
Social media keep growing. So Facebook wins competition with Twitter in
many aspects, but their users are not exactly similar. More Twitter users are
active on Facebook as celebrities or as a page. So targeted users can be vary
for advertisers to advertise on. Even LinkedIn is also gradually joining the
league.
