Twitter Launches Conversational Ads
Learn How Conversational Ads Increases Brand Engagement on Twitter
Twitter’s Conversational Ads, combines polls with custom hashtags to getting users to share their responses with their own followers. Now it’s even easier for consumers to engage with and spread a brand’s campaign message on Twitter. In this article, you’ll learn how to use conversational ads to increases brand engagement on Twitter.
How Conversational Ads Work
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.
Twitter Conversational Ads Examples
Samsung Canada used conversational ads to promote its new smartwatch, the Gear S2.
Coca-Cola used conversational ads for its #TasteTheFeeling campaign.
On the day of the Super Bowl alone, @Marvel drove 1.5M mentions. In the week following the Super Bowl, the brand had a 6.5X lift in conversation about the movie.
Tweet to Unlock Ads
@AMC_TV wanted to make a splash at @Comic_Con and maximize buzz around its hit show @WalkingDead_AMC. The company created an exclusive trailer that was only available online on Twitter with the Instant Unlock Card. With a passionate fanbase eager to watch this world premiere, the campaign drove conversation that allowed @AMC_TV to stand out above the noise.
Are You Ready To Get Started?
Take your campaigns to next level with conversational ads and the Instant Unlock Card. These ad units are now available to all managed accounts in all markets. To learn more, or get started today at ads.twitter.com.
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Filed under: Social Media Marketing