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Twitter Adds New Super Follows Notification Options as it Works to Develop its Subscriber Tools

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Twitter Adds New Super Follows Notification Options as it Works to Develop its Subscriber Tools

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Twitter has added some new enhancements for its Super Follows creator monetization tools, including a separate ‘Super Followers’ notification tab for creators, and a new way for subscribers to get specific alerts from only the accounts that they’re paying to follow in the app.

First off, for creators – late last week, Twitter launched a new ‘Super Followers’ only notifications stream, which segments those notifications from your regular alerts.

That’ll provide more opportunity for creators to specifically engage with their paying audience, enhancing community connection, and potentially giving people more reason to sign-up to follow them.

A big lure for Super Follows is the promise of more direct connection with platform stars, by alerting them that you are a paying subscriber. This new notifications stream enhances that capacity, and as noted, it could be a helpful complement in building an audience in the app.

For subscribers, meanwhile, they now have the opportunity to switch on notifications specifically for exclusive Super Follower tweets.

Twitter Super Follower notifications

As you can see here, the new ‘Super Follower only Tweets’ option will enable users to get notifications only when these specific tweets are shared. That, again, could provide more opportunity to enhance engagement with paying subscribers, while also enabling users to ensure that they’re constantly updated with the latest tweets directed specifically at them, and other community members.

Twitter’s Super Follow is still establishing its footing, and building an audience

Originally opened for public applications in June last year, then expanded to all iOS users in October, Super Follows enables Twitter creators with more than 10k followers to set a monthly subscription fee (up to $9.99) to monetize additional, exclusive content for their most engaged followers in the app.

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The challenge for creators, however, lies in generating real value with their Super Follower content – because while some might like to think that people will pay for their tweeted insights, which, up till now, they’ve been able to get for free, the reality is that if you’re not adding value, your audience will be hesitant to pay up, which poses a bigger content challenge for creators in segmenting their audience and facilitating more direct, valuable engagement with subscribers.

That’s not easy to do, and thus far, the evidence has suggested that Super Follows hasn’t caught on in any major way.

In its early going, app analytics provider Sensor Tower reported that Super Follows had only generated around $6,000 in the US, and around $600 in Canada, after its first two weeks of availability. At the minimum price point for Super Follows ($2.99), that would suggest that only 2 thousand users – or 0.005% of Twitter’s US user base – had subscribed to anyone in the app, and given the early launch push, and likely peak in user interest in that initial period, those aren’t overly positive signs that users will be willing to pay for exclusive tweets.

They are very early examples, though, and Twitter’s working to update and improve its modeling, and it’ll be interesting to see whether, over time, more profiles are able to work out more valuable offerings for their paying audience, in order to generate real, direct revenue from their Twitter presence.

In many ways, it’s a tough sell, in calling on people to pay for tweets, but additions like this will help enhance the exclusivity of the option, which could make it even more valuable, and help to generate more interest.



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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

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LinkedIn Launches ‘Document Ads’, Offline Conversion Data Integration and More

LinkedIn has announced some new ad tools to help you maximize your LinkedIn campaigns, including Document Ads, offline conversion data integration, and a new Media Library for storing and sourcing ad content.

First off, on Document Ads – as it sounds, LinkedIn will now enable advertisers to promote long-form documents direct in user feeds, which can also be made available via sign-up to maximize response data.

As you can see in this example, LinkedIn’s Document Ads provide a preview in the feed (three pages in this instance), in order to entice users to download the full research piece.

If you choose to add a lead-gen form, you can gather more insight about the people who are interested in your documents, while you can also make your document free to download from the promoted update, with LinkedIn then able to provide data on which members downloaded it.

The format could help marketers capitalize on the popularity of LinkedIn’s Carousel posting option, which enables users to share a document in a post that users can then scroll through in-stream.

LinkedIn made Carousel posts available as an official option back in July, though users had actually been creating their own document carousels for some time, by uploading a PDF as a post attachment, which essentially facilitates the same functionality.

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And the format has proven to be effective. According to insights from SocialInsider, native documents and Carousels generate 3x more clicks than any other type of content in the app (even video posts).

LinkedIn carousel example

Given this, Document Ads could be a good addition, likely worthy of an experiment the next time you have a longer piece to share in the app.

LinkedIn’s also added the capacity to include Offline Conversion data within your ad process in the app.

Offline Conversions enables you to connect the offline conversions you track via other tools directly to LinkedIn. You can manually upload CSV files directly to Campaign Manager or leverage a LinkedIn Marketing Partner. Supported partners include Adverity, HubSpot, LeadsBridge, LiveRamp, and Make.”

The process enables you to include additional performance data, like in-person transactions, phone calls, or sales in your CRM, within your LinkedIn campaign measurement and optimization process. Which could be a good way to improve response, based on data matching, helping to better focus LinkedIn’s targeting on the right elements.

Finally, LinkedIn’s also adding a new Media Library option, where you’ll be able to save all of the media elements that you use in your LinkedIn campaigns.

The media library is a single location for uploading, managing, and selecting media for ad creation, which helps you save time, drive better performance, and improve collaboration.”

Similar to media library options in other apps, LinkedIn will now provide a repository for your ad creative, which will then make it easier to reuse and repurpose ad content in new campaigns.

For example:

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You can create up to five ads at once; all you have to do is select the image or video you want to use (or re-use) from the media library and each will become its own ad. Since any marketer with the necessary permissions can access an account’s media library, it also makes collaborating with teammates within a single account much easier.”

Advertisers will be able to access the Media Library within the campaign creation process for single image ads and video ads, though you won’t be able to access it outside of this.

Some worthy additions, which could help to enhance your LinkedIn marketing approach.

You can download a guide to LinkedIn’s Document Ads here, find out more info on setting up offline conversions here, and get more insights into the new Media Library at this link.

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