Starting today, advertisers can drive more earned media and brand influence with twitter’s new conversational ads. These formats, exclusive to Twitter, make it even easier for consumers to engage with and then spread a brand’s campaign message. It’s a powerful way for advertisers to extend their presence across Twitter.
How it works
For many years, marketers have successfully increased their brand engagement using Promoted Tweets with compelling images or videos and campaign hashtags that drive Retweets, likes, and follows. Conversational ads take this a step further by including call to action buttons with customizable hashtags that encourage consumer engagement.
When a call to action button is tapped, the Tweet composer opens with a pre-populated brand message accompanied by the creative and hashtag buttons. The consumer can then personalize the Tweet and share it with his or her followers.
As a thank you, the consumer then receives a message from the brand for having engaged with the Tweet.
Finally, the new Tweet appears to the consumer’s followers in their timelines, and it includes the brand’s original photo or video. Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI. Additionally, research has shown that organic conversation about a brand delivers significant value for advertisers.
Over the last few months, we’ve heard from our beta partners about their experience with conversational ads:
“As one of the first global brands to use Twitter’s new conversational ad unit, we’re excited by the opportunity to initiate more meaningful conversation. To stay ahead of the curve, it’s important to continuously evolve our social media engagement strategies to help our fans get closer to the Samsung Canada brand.”
Mark ChildsCMO, Samsung Electronics Canada
Lifetime partnered with Twitter to beta test the innovative conversational video ad unit around an upcoming premiere:
“We are thrilled to join forces with Twitter as a partner to launch the conversational video tool for the upcoming premiere of our new series, ‘Pitch Slapped’ on January 5th. The Tweet features voting buttons encouraging fans to engage with our creative and is a perfect match for this campaign.”
Marissa VinciguerraDirector of Social Strategy for Lifetime
Conversational ads are currently available in beta for select advertisers in all markets. Reach out to your account team to learn more. US advertisers can track the impact that conversational ads have on their TrueVoice using Twitter Brand Hub.