Leveraging Bot-Connected User Accounts for Enhanced Twitter (X) Advertising Outcomes

Abstract

With the expansion of social networks, their utilization in digital advertising has become a key factor in shaping public opinion and driving advertising campaigns —coordinated and targeted series of interactions between users on a specific topic. Properly directing these campaigns can focus many individuals on a particular subject, thereby creating effective campaigns. In this research, we introduce a method for developing campaigns suitable for digital advertising on Twitter (X). Users can leverage hashtags, tweets, comments, retweets, and other features of Twitter for a specified topic to build a campaign. This method engages known bot-connected user accounts on Twitter to interact with one another on a topic, generating initial attention and kickstarting the campaign. By then identifying influential users in that area and interacting with them, the campaign is further developed over time. To evaluate the performance of the proposed method, we considered two factors: the number of users involved in the campaign and the relevance of the selected content to the topic. We conducted this experiment with 50 bot-connected user accounts on Twitter. The results revealed that, through 116,594 interactions and receiving 246 responses from non-bot users, the proposed method was able to engage the audience within 5 days.  These results demonstrate that our approach succeeded in attracting users and receiving feedback by publishing relevant content, suggesting its potential for real-world success.