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Twitter Launches New ‘Brand Connect Playbook’ to Provide Guidance for Marketers

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Twitter Launches New 'Brand Connect Playbook' to Provide Guidance for Marketers

Looking for ways to give your Twitter marketing efforts a boost, and/or ensure that you’re maximizing your opportunities in the app?

This will help – Twitter has published a new, 45-page ‘Twitter Connect Playbook’, which is essentially a guide on how to utilize Twitter’s various ad formats and tools, including notes on the platform’s audience, key best practices, case study examples, and more.

As explained by Twitter:

There are so many things to consider when planning and running a successful social campaign – enough to fill an entire playbook, in fact. We’ve compiled our best data, learnings, and tips from our own marketers, customer success specialists, account managers, and creative team to create your one-stop shop for Twitter Ads success.”

You can download the full Twitter Connect Playbook here (with email sign-up), but in this post, we’ll take a look at some of the key elements.

The guide begins with an overview of Twitter’s usage, and its key benefits for brand engagement, with a range of usage stats and notes to help guide your thinking.

Twitter then provides an overview of its various advertising elements, and where each fits into the traditional sales funnel approach.

Twitter Connect Playbook

The guide also provides in-depth usage insights on various aspects, including brand messaging, trends, and engagement around events.

Twitter Connect Playbook

Again, there’s a heap of examples and case study notes in each section, which provides more direct context as to how to apply these learnings within your own tweet strategy.

Twitter then provides a more detailed overview of its various ad options, and the specific benefits of each.

Twitter Connect Playbook

The last section of the guide looks at creative best practices, with a range of tips on how to improve your messaging, targeting, ad bidding, and more.

Twitter Connect Playbook

It’s a handy overview, with a heap of valuable notes, which could help to spark your thinking as to how to improve your Twitter marketing approach. And even if you’re confident that you know Twitter inside and out, and that you have a set process in place, it’s worth having a look through the guide, in case there’s something that you may have missed, or a new opportunity that may have arisen in the latest usage stats.

Definitely worth a look – you can download the full Twitter Connect Playbook here.



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Google Launches New Add-On Prompts to Guide Discovery in Search

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Google Launches New Add-On Prompts to Guide Discovery in Search

With AI technology advancing, and changing the way that people use various apps by providing more recommendations and suggestions in process, Google has today announced a new update for Search which will provide related topics to help refine your query as you go.

As you can see in these examples, now, Google will provide a listing of related topics within your Search results, providing an easy way for users to simply tap on each and hone their results.

As per Google:

You can add or remove topics, which are designated by a + symbol, to quickly zoom in or backtrack on a search. For example, if you’re searching for ‘dinner ideas’, you might see topics like ‘healthy’ or ‘easy’. Tapping on a topic adds it to your query, helping you quickly refine your search results with less typing.”

So it’s essentially Pinterest’s ‘Guided Search’ which it added back in 2014, but within the main Google Search page.

Pinterest Guided Search

Google’s actually already replicated Guided Search several times, for recipes, images and within its Shopping tab. As such, this, functionally, this, functionally, isn’t anything new, but it is interesting to consider within the context of the general Google Search process, and how it might play a role in driving future discovery trends, and maximizing the functionality of the app.

Google says that the related topic listings are dynamic, and will evolve based on your behavior.

“When you conduct a search, our systems automatically display relevant topics for you based on what we understand about how people search and from analyzing content across the web. Both topics and filters are shown in the order that our systems automatically determine is most helpful for your specific query. If you don’t see a particular filter you want, you can find more using the “All filters” option, which is available at the end of the row.”

So you’ll have a few ways to refine the results, which could make it easier to skim through different ideas, and zone in on more specific areas.

In terms of SEO, that shouldn’t have a big impact, as it’s working with existing trends, so the add-on qualifiers should relate to what people are already searching for, as opposed to guided users towards new and different areas of interest.

But it could amplify existing trends, by reiterating them to more users. For example, if people who search for ‘dinner ideas’ are regularly being shown ‘healthy’ as an add-on, that could make ‘healthy dinner ideas’ a bigger search trend over time, as more people lean into such because of these prompts, as opposed to taking whatever results they would have got without the add-on term.

So it could guide user behavior towards more common trends. Which shouldn’t have a big impact, but could, again, help to make the most common trends even more significant.

Maybe that has an impact on long-tail search terms and more specific trends, as people stop getting more granular – but that also supposes that a lot of people end up using these add-on terms, which we don’t know will happen as yet.

As noted, AI and machine learning-based systems are becoming more common elements in guiding user behavior online, with newer systems like ChatGPT potentially even besting Google for more in-depth answers to user prompts, based on various web-based inputs. Some believe that these systems could actually disrupt Google’s hold on the Search ecosystem, and as such, it’s not really surprising to see Google looking to add more guided elements into search to lean into this shift.

It’ll be interesting to see how these systems evolve, and whether they do indeed lead to the rise of a new challenger in Search and discovery.

Before that happens, you can bet that Google will add in more tools and options to enhance its processes.

The new Google add-on prompts are being rolled out to US users from this week, with other regions to follow.

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