SOCIAL
Pro Tips: Twitter Provides Insights into How to Maximize Your Tweet Marketing Approach
What’s working on Twitter right now, and what are the best ways to maximize your tweets to help boost your branding and sales efforts?
The platform is going through a period of change, with the addition of new features like Spaces and Fleets (RIP), and a bigger focus on creator monetization, with a view to increasing engagement and audience retention in the app.
At the same time, Twitter is also exploring new eCommerce options, while video consumption on the platform continues to rise.
Amid all of this, what are the key ways in which you can boost your Twitter performance?
To get some direct insights on this, we recently spoke to Adam Ilenich, the Global Community Manager for Twitter Marketing. Here are Adam’s notes on some of the key questions facing Twitter marketers today.
Q. What ad/promotional elements are seeing the best response on Twitter right now?
AI: One of the products we’re seeing great response to is Twitter Amplify, our premium, brand-safe and measurable video solution. It enables brands and small businesses to connect with key audiences around interests that matter to them.
A recent study we conducted, found that ads paired with premium video served in-feed delivered 2.2x higher brand favorability and 1.7x higher purchase intent versus the same ads on non-feed premium platforms. Twitter Amplify achieves this by pairing brands with top-tier, timely publisher video content to reach their target audience, and helps extend a brand’s reach to incremental audiences.
Another format we’re seeing a great response to on Twitter is Carousel Ads. This format helps marketers drive people to their website or app through multiple images or videos – all within a single ad.
Carousel Ads can seamlessly transition through various products, highlight specific features, or tell a brand story that develops across two to six Carousel cards.
Q. What’s the key to an effective marketing strategy on Twitter?
AI: Twitter is what’s happening, and what people are talking about right now, and as we mentioned in our latest letter to shareholders, we’ve seen more and more people turn to Twitter to talk about what matters to them. They’re passionate, influential, and oftentimes the first to try, buy, and share new products.
The best way to connect to your brand’s audience on Twitter? Through the power of conversation.
On Twitter, it’s the conversations people are having that make the platform what it is – and as it turns out, conversation also makes Twitter such a powerful tool for brands and small businesses.
Here are two reasons why:
- Real results – Driving conversation on Twitter can make your media investment worth it. One Twitter study showed that just a 10% rise in conversation led to a 3% increase in sales volume for at least one brand in the study.
- Influence – We already know that Twitter is where the public conversation is happening, and where people are ready to engage with brands. But our research shows that, on average, investing in paid media on Twitter can drive a 131% increase in conversation about your brand.
Simply put – conversation matters for brands.
Q. What’s the most common mistake you see brands make with their Twitter approach?
AI: Trying to blend in.
Blending in is a great way to avoid critique or feedback from your audience. But here’s the catch: by blending in, you won’t stand out.
The quick, conversational nature of Twitter makes it the perfect place for brands to shine as their most authentic, human-sounding selves. For example, @McDonalds serves up what we’re all thinking, @Xbox wins at internet culture, and @alexa99 brings its quirky AI personality to the timeline.
I’m just an AI, standing in front of the Internet, asking you to love my knock-knock jokes.
— Alexa (@alexa99) April 10, 2019
Each of these brands has created a unique voice and tone that they’re now known for, and each has built a loyal following on Twitter.
Don’t underestimate the qualities that make your brand unique and authentic, because it’s those very qualities that will help your brand break through on the timeline.
A few tips for creating your brand’s authentic voice:
- Figure out the guardrails for what you won’t say; flex within that structure to strike the right chord
- Use the words, phrases, and sentence structure your target audience uses
- Dial up the qualities that are unique to your brand
- Dial down industry jargon or a tone that’s too formal
- Test and iterate to find out what approach performs the best
Q. What’s a good example of a brand that’s achieving strong results with Twitter marketing?
AI: There are lots of brands that are succeeding and reaching their goals on Twitter.
One of our favorite examples is Ford, which turned to Twitter to announce their big move to electric vehicles. With the #F150Lightning Reveal on Twitter, Ford aimed to not only create aspirational awareness, but also drive impactful adoption by re-inventing their most popular and trusted truck to be the smartest, most powerful F-150.
Ford created a Livestream Reveal moment on Twitter that captured the country’s attention and shifted perceptions about Ford and electric vehicles. Ford’s Live Event inspired confidence in the shift to EVs, made a statement about the future and showcased Ford as a leader in the EV revolution.
Their #F150Lightning Reveal livestream drove 4.5M live views and has accumulated over 1.15B impressions to date from conversations on Twitter.
Q. What would be your top tip for someone starting out with Twitter marketing?
AI: Visit Marketing.Twitter.com to learn the tips and tricks that’ll help your brand succeed on Twitter.
We publish new content each week with three main themes:
- Insights – proprietary data to help you understand the power of Twitter for your brand
- Inspiration – examples of best-in-class campaigns from global brands
- Perspective – thought leadership from subject matter experts and industry leaders
Whether you’re looking to dive deep on Sports marketing or creator content from our ArtHouse team, we’ve got you covered with dedicated destinations. Or if you’re a small business getting started and want to learn how to grow your brand’s presence on Twitter, check out Business.Twitter.com.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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