Mozart vs Salieri, whale vs squid, Coke vs Pepsi and Facebook vs Twitter – it's one of the great rivalries of our time.

But where should the modern marketer spend their advertising dollars? A new report suggest Twitter now delivers more bang for your buck.

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According to a white paper from Resolution, brands are spending far more on Facebook advertising, yet Twitter ads are delivering better results.

The white paper analysed the social activity of 20 brands that combined dedicated US$37 million to social ad spending in 2013.

Add it up

Resolution found that on average brands were spending 127 per cent more advertising on Facebook than Twitter, but the trend is changing.

In the fourth quarter of 2013 ad spend on Twitter increased 257 per cent, while Facebook ad spend increased 94 per cent over the same period.

Keeping it real

So why the reason for the bump in Twitter? Resolution speculates its due to a number of factors.

Firstly, Facebook is significantly larger than Twitter, (1.2 billion vs 241 million users). So making sure ads reach the right people on Facebook costs more. 

Secondly, over 2013 Twitter ramped up its advertising offering, including tie-ins with TV networks and commercials.

Thirdly, and perhaps more importantly, Resolution found that Twitter ads generated more clicks because they were linked to events users care about.

“Twitter ads generate clicks at a much higher rate as advertisers integrate them tightly with broad trends and conversations, serving up straightforward messaging and content directly into relevant conversation streams,” the white paper explained.

With Twitter rumoured to be launching 15 new types of ads shortly, 2014 might see a change in momentum when it comes to social advertising.

To find out more visit resolutionmedia.com. 

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