Twitter’s Adam Bain Talks Promoted Tweets In Timelines — Why You’ll See Them, And Why You’ll Like It

It's no secret that as Twitter has grown, companies have flocked to it," Bain says, noting that marketers and brands have been there since practically day one. "We've found that 20 to 40 percent of users follow one or more brands on Twitter," he continues, noting that this is extremely important (the stat is based on third-party research and is so wide because the definition of "brand" varies). "Users want to be updated when brands have updates or exclusive content. The one problem we've heard from users is that when there is exclusive content or deals, there's a chance they might miss them," he says. "If the brand tweets at 9 AM, and the person comes in at 9:15 AM, they'll miss them.