Twitter has never been the most popular social network and its growth has been much slower than others like Facebook, Instagram or Youtube. But Twitter has something that makes that despite not being the most prominent social network, it is always there: its response to what happens in real time.
Advertisers know that Twitter is a social network that must be used differently. Video is becoming more and more important, but its characteristics mean that brand content must be adapted in a different way: shorter and more direct texts, greater use of emoticons, mentions and hashtags…
The way in which users use this social network means that, in order to mount an effective campaign on Twitter, it is necessary to go a little further than a standard ad. The best way to achieve this is through its unique formats.
Conversational Ads Twitter
Surveys are one of the resources most used by brands to achieve a double objective: on the one hand, direct feedback from users is obtained and, on the other hand, a higher level of interactions is achieved than with usual formats.
A survey is an invitation to the user to participate, to give their opinion. Generally, this type of format is seen as less aggressive and more ‘friendly’ by users.
A Twitter Conversational Ads is an advertising format in which the user is shown several options, and depending on the one he chooses, he will be shown one content or another. This type of format encourages interactions and has more potential to go viral than a standard ad. As it is an ad with several clickable elements, it is clearly different from a normal tweet.
It is divided into several parts:
- Text: same number of characters as a normal tweet. Emoticons can be used.
- Image or video: here we include the multimedia part of the Conversational Ads. If you have a well-edited video adapted to this format, it is more appropriate, since it captures the user’s attention better and complements the initial text with more information.
- Options: the card has between two and four options. Each of them is composed of a different hashtag. The idea is to show the user several options to choose the one he/she prefers.
- Personalized message: after choosing an option, a personalized message with the corresponding hashtag will appear on the user’s timeline. Their followers will be able to see the message and the card after it is published and can participate themselves with the card.
- Confirmation message: in this part is where we usually include a brief message confirming that you have participated and we can add a link to the web or site we are using in the campaign.
The possible use of this format is as follows:
Taking into account the overall message of the campaign, we give users the option to choose one of the options we propose. It can be different varieties of the product, the choice of a new color, flavor or simply which character they like the most. Users tend to take one side or the other and generally like to show their opinion, so participation will be quite high if the question is well posed.
Instant unlock option for Conversational Ads Twitter
An alternative to Twitter’ s Conversational Ads is the ‘instant unlock’ option . This is a card similar to the conventional one, but with a new detail: choosing an option and tweeting it unlocks content that was initially hidden. This is very interesting when we want to offer a video, an image or a link only to those who participate, as if it were a prize.
This type of actions produce curiosity and although the unlocked content will have fewer views than the content that is initially displayed, it can be a good strategy to get users to participate and at the same time measure if there is enough interest in the content that we are generating by users.
