I have never done twitter ads. Yet, I have noticed that what gets viral or popular on twitter doesn't actually convert into clicks to your actual link, article or video. I am new to twitter but I have had a some semi-viral posts on there. I tweeted out a few YT videos. I got lots of likes, retweets, and new followers considering my account was very new. But the YT videos itself didn't get any real views/clicks. There was no conversion which was my main objective to start with. I feel like each social media site is like it's own bubble. YT, Twitter, Steemit. Even though they can be connected in some way or fashion, doesn't mean that you can easily turn one of your Twitter followers into a YT subscriber. Just an observation from a few instances from my twitter account.