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Twitter Provides Tips on How to Maximize Carousel Ads and Posts

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Twitter Provides Tips on How to Maximize Carousel Ads and Posts

Twitter’s carousel ads are an engaging, enticing format, which grab attention in-stream via variable images and text.

Carousel ads have always been one of the better performing Twitter ad options, and last October, Twitter enhanced its Carousel Ad offering by enabling custom headlines and landing pages to be utilized within each frame of your Carousel Ads, providing more ways to build responsive posts for variable audiences within one campaign.

Twitter says that, in testing, this capacity has made carousels an even more engaging option, boosting click-through rates by 20%, while campaigns optimized for site visit conversions saw a 25% increase, compared to single-asset ads.

If you’re looking for ways to maximize your Twitter marketing efforts, Carousel Ads are worth considering within your mix. And this week, Twitter has shared some new tips to help marketers maximize their carousel ads and organic posts, including a new worksheet for mapping out your carousel campaigns.

First off, Twitter highlights some of the key usage options for Carousel Ads, noting that Carousels can be great for:

  • Showcasing multiple features or products
  • Promoting multiple offers
  • Illustrating various benefits of an app, product, or service
  • Highlighting multiple reviews and customer quotes or testimonials
  • Breaking up a single image across multiple frames
  • Telling a multi-faceted story

Again, the multi-image format is great for stopping users mid-stream, with the second image showing just off screen, enticing swipe-through reaction. The more visually appealing and engaging you can make your carousels, the more likely that users will flip through your display – which is where multi-destination functionality can also add variety and interest.

To add alternative URLs to your Carousel images, you first need to go through the regular set-up process in Twitter Ads Manager, selecting ‘Carousel’ as your display option.

Twitter Carousel Ads

You can then add select up to six visual assets to add to your campaign, and you’re able to add both image and video assets within a single Carousel Ad.

Within the set-up process, you can then also add custom URLs to each of your media uploads:

If you’re applying the same headline and URL, check “Apply to all media” under the first asset. You can also choose ‘Customize a destination’ for each of your media assets, adding a unique headline and URL for each.”

Twitter Carousel Ads

That enables you to drive traffic to different elements of your website based on each frame, adding another level of variability and info to your carousel display.

Which could be a great way to drive traffic – and if you’re planning out a Carousel Ads strategy, Twitter has also shared this new worksheet to use in your brainstorming.

Twitter Carousel Ads worksheet

Twitter has also provided some final tips for mapping out an effective Carousel Ads approach.

  • Make sure that your images and videos tell a cohesive story and follow a visual narrative across each frame
  • Clearly feature your product, service, or app and its benefits in your creative
  • Don’t ignore your accompanying headlines, Tweet copy, and calls-to-action. Use these fields to provide extra context and encouragement to readers
  • Customize headlines and URLs if using the multi-destination functionality. This will drive your audience to unique landing pages
  • If leveraging mixed media in your Carousel Ad, image and video aspect ratios should remain consistent (1:1 image with 1:1 video, 16:9 image and 1.91:1 video)
  • Check in on your detailed card-level and swipe metrics reported in your Ads Manager to iterate and learn

These are some great tips, and given the response data, it is worth considering the potential of Carousel Ads within your Twitter strategy – while you can also publish organic tweet carousels via the same process, by publishing the carousel direct from the Twitter Ads composer.

Twitter has also provided case study examples and additional tips for your Carousel process here, while you can also read more about Carousel Ads on this page.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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