Twitter has just become more attractive as a social media advertising option with the introduction of its new conversational ads.
Conversational ads by Twitter include all of the features of their Promoted Tweets you may be familiar with. These include all of the advertisement tweets that have existed on the platform prior to conversational ads and they include the ability to add copy, hashtags, images and video. However, conversational ads will additionally provide custom call to action buttons that feature hashtags of marketers’ choosing for a highly-tailored experience sensitive to branding needs. The ability to select and feature hashtag-branded call to action buttons allows Twitter users to personalize the accompanying tweets to then be able to share them with their own followers. All accompanying tweets are also customized by marketers and include their own brand messages. The subsequently shared tweet appears featuring the original media included in the brand’s message whether it be photo or video. Finally, thank you messages are transmitted to users who engage with conversational ads by sharing branded tweets with their audiences.
It’s a fun way for Twitter users to interact with brands of interest and at the same time it’s an excellent way for companies to expand their reach on the social network. Twitter users share conversational ad tweets at no additional cost to marketers, a significant selling point made by the social media giant. These ads promote engagement which in turn leads to increased views and additional engagement (i.e. through retweets and likes by the followers of interacting consumers) as well as valuable consumer research insights via the thoughts, opinions, values and other details added to these personalized retweets by audiences. Twitter points to the potential of improved ROI as well as the potential branding value and marketing power of organic brand mentions and conversations initiated by consumers in the social media realm. These ads are currently available to select marketers around the world in beta.
Call-to-Action Buttons
Marketers know all too well the power of an effective call to action and the addition of call to action buttons such as these to social media platforms have opened up a world of possibilities. Other social networks already offer custom call to action buttons, such as Facebook, so be sure to take a look at your options and customize these links to take advantage of them. Your call to action may be determined based on your needs and according to the options being offered such as “shop now”, “donate now” (for non-profit organizations and other causes) or “contact us”.
