Twitter Advertising: The Complete Guide
Imagine you’re in the year 2005. This was the time when technology was on the cusp of undergoing some of the most tremendous upheavals. This was the time when future technological wonders like Twitter, LinkedIn, and YouTube were being developed in local garages, classrooms, and dorm rooms. 2005 can perhaps be described as the year that effectively marked two distinct ages in human communication and interactivity. All these sites and software have gone on to redefine just how vast and expansive the term “communication” can be.
LinkedIn has become a gold mine for employers and employees alike because of its unwavering ability to bring together the best people for the people companies. YouTube has rightfully earned the title of being the undisputed king of content. Twitter has gone on to become the top source for instantaneous news.
In fact, Twitter has specially gone on to make itself relevant in almost every sphere of life. Celebrities use it to communicate directly to their fans and keep them updated on future events as well as aspects of their own daily life. One of those celebrities has gone on to become the President of the United States and continues to use Twitter as his primary method of communicating with the nation on matters related to foreign and domestic policy.
Corporations use it to increase their PR and reputation with the public. This strategy has been praised and lauded as it allows the customers to reach out to these corporations directly in case of a grievance.
There is another area where corporations have benefitted enormously from the rise in the popularity of Twitter – advertising. It makes sense, it’s logical and it delivers the kind of results that almost all corporations yearn for. It is also perhaps the most efficient way to reach your customers when you know exactly what your customers and target audience are searching for.
That is one of the primary reasons why it has become a platform that enables interaction between thousands of brands and their customers. For the brands, this platform represents 328 million users that are potential customers while it provides customers with a wealth of choice. By some estimates, there are 500 million tweets that are sent every single day. While it represents a fantastic window of opportunity, it comes with a caveat that your brand’s message might get lost in all that noise.
So for those of you who don’t know what Twitter advertising is all about and how its distinct categories can aid your brand, read on below:
The Need for Twitter
There are still some brands that hold on to the age-old assumption that their traditional marketing efforts have delivered success for so long that there’s no reason for them to alter from that path now. This is understandable. However, Twitter represents the possibility of achieving more success than traditional methods ever could. Twitter followers are considered a gem when it comes to elevating one’s value in the market sphere. It is estimated that nearly 66 percent of users on Twitter are likely to come across brands that offer the product/service that they’ve been looking for. And from these 66 percent, 94% have proceeded to make an actual purchase. That is a terrific conversion rate no matter which metric you use to evaluate the results.
Irrespective of whether you disagree with it or dislike it, Twitter is a platform that delivers exceptional results and will continue to do so. Your brand only stands to gain monumentally from initiating serious efforts to extract value from this channel.
Types of Twitter Ads for Brands
Different brands have different marketing requirements. It is also one of the reasons why even some of the more established brands tend to stay away from social media since they don’t offer the flexibility in these ads that a lot of brands are looking for.
That being said, it’s not a problem that these brands would face when they opt for Twitter. The sheer number of options, as well as the further ability to customize those ads according to their marketing objectives, is something that should interest all brands.
While they may seem special and something different, they’re in reality simple 140-character tweets that are tweeted so that they may reach those Twitter users who don’t already follow these brands on Twitter. Why is it so successful and effective? There are plenty of reasons for this.
First of all, it allows your brand to be exposed to those users and audience members who might not be otherwise aware of your brand. Secondly, despite being promoted and paid for, it can be retweeted and shared by your existing customers organically. This means that if you offer enough incentives, these people will be ready to promote your tweet and ensure that it reaches even more people.
These tweets are often meant to act as anchor ads. Anchor ads are designed to pull in new potential customers by leaving a lasting impression of popularity that is inferred from the number of people who have engaged with the tweet in the form of likes, replies, and retweets.
Twitter has specific algorithms that ensure that your promoted tweet would appear at the very top of the user’s timeline and that the advertiser would have users that are likely to look at the promoted tweet at least once, whether they choose to engage with the tweet or follow the advertiser’s account.
This is another way to appear distinctive in all the noise that exists in the Twitter marketplace. As you may recall from earlier, brands are competing with each other over potential customers and they will continue to offer incentives and enticing offers to lure them.
For the brands, a way of getting a competitive advantage over their competition is using promoted accounts. These are accounts that allow your content to be viewed as a first priority by a specific demographic or a specific audience. As per a recent survey, nearly 85 % believe that promoted accounts actually help their accounts gain more unique visitors and conversions.
Just like promoted tweets, these ad units appear on top of the users’ timeline. It also puts the advertiser’s account in the users’ “Who to Follow” recommendations if they don’t already follow them.
Trends are perhaps Twitter’s most distinctive feature that put it on top of the social media game. Unlike other social media platforms, Twitter allows for phrases and hashtags to be promoted as well. Hashtags and phrases usually trend organically when the volume of conversation using them increases. However, using this ad unit, a company can highlight a topic and encourage conversations about a campaign hashtag or phrase as per their liking, even when there isn’t much volume of conversation present to warrant trending. Even if the promoted trend doesn’t get participation from every user, the chosen phrase or hashtag – an extension of the current marketing campaign – does get visibility and reach.
Types of Ad Campaigns
Ad campaigns are responsible for driving entire marketing efforts, regardless of which platform they’re on. There are certain objectives that each campaign has to fulfill which is why certain goals and benchmarks are set at the very start. These benchmarks and objectives allow the brands to gauge how effective they have been in achieving marketing success and whether they need to increase their efforts.
Some of the different types of ad campaigns that can be launched on Twitter include:
What exactly creates hype or buzz around a particular brand? It’s the people. People like to talk and this includes conversations about what they like, dislike, hate, adore, and most importantly, appreciate about a brand. These conversations start a dialogue that helps create a buzz around the brand. That buzz can be the result of an entire campaign by a brand, just a simple ad, the use of a celebrity as a brand ambassador, or even something as simple as the soundtrack of that ad. These elements inspire audiences to start talking about these brands, increasing visibility, and top-of-mind recall.
Tweet engagement campaigns are supposed to act as a spark that initiates similar dialogues. These include promoted tweets that are designed to start a dialogue and then get the audience to build upon that conversation. It doesn’t necessarily have to be an ad. It could simply be a question or an offer. There is proven research that the audience is more likely to respond to questions that are more open-ended ad audience-oriented.
The best part about these campaigns is that you do not have to pay for the organic on-going engagement that your content generates on Twitter as well as not paying for the lack of impressions that might result from your Promoted Tweet. You only pay for the results that you get. This makes it a worthwhile option for brands that are looking to build their audience as well as a lasting relationship with their existing followers.
This is another innovative and ingenious way to ensure that you don’t have to force engagement for your brand or its ads. You start off by promoting your Twitter account. While promoting your account, you can use multiple resources like pictures and videos. You will on; pay per follower gained, giving you great economy and scalability. Impression and other engagements that come as an organic result of the campaign are free.
This means that while you are certain to increase your following and hence the overall engagement for your brand, you won’t have to pay for promoting individual tweets.
Awareness campaigns are distinct and not like your typical marketing campaign. While most marketing strategies are meant to increase your customers, these campaigns are only for increasing general awareness regarding your brand. You can promote a tweet to a much broader audience than your current followers and pay for the impressions that it creates. This is also the kind of ad campaign where you’ll be charged on the basis of impression rather than the actual number of engagements.
It is also the reason why your ad should be compelling and convincing enough to gather attention and register enough impressions on the people you want for it to leave an impression on.
It has been well established that video is perhaps the best medium brands can use for their campaigns. The reason for that is the high level of engagement that it provides. It captures the imagination in a more invigorating manner and can communicate emotional messages that go beyond static information. It enthralls the senses a lot more than other methods. The primary purpose of a video views campaign is to increase the number of users that engage with your content. The user can see the initial few seconds and if they’re interested they can enter full-screen which would also increase the volume of the video.
This is the kind of campaign that you would want to run if you are promoting a particular app and want to increase its download and use. That’s why it not only targets users who haven’t downloaded your app but also those users that have downloaded your app but haven’t used it in a long time. For example, when ride-hailing services offer promo codes for special discounts to its users after a specific time period of inactivity.
The payment method for this kind of campaign is on the basis of app installs made through the ads’ impressions. It can also allow you to create an App Card. This can be used to give the audience a peek at your app as well as a quick option to install it without having to head back to the app store.