Gabriella is the Creative Director at 88 Creative, a Toronto-based boutique digital marketing & design agency. She has a degree in Drama Studies and a diploma in Creative Advertising and has been working in advertising, design and social media since 2008. She can be found on Twitter and at 88creative.ca.
At the end of April this year, Twitter announced that ordinary people (at least in the U.S.) could pay to promote their tweets. The potential seemed huge, but what would people actually do with Promoted Tweets? Fast forward a few months to early September, and a man made news by paying to promote a tweet complaining about British Airways losing his luggage. He eventually got his bags back, and had a slew of BA haters supporting him along the way.
The world’s best-known publications have turned to online paywalls to recoup some of the lost revenue from newspaper sales and advertising. But while it’s become the norm for media outlets like the Wall Street Journal and the Globe and Mail, it might not be the best tactic for remaining relevant in a rapidly changing media landscape.