In July, UFC used Twitter’s conversational ad unit to promote the return of fighter Brock Lesnar. They encouraged fans to click the call-to-action button to utilize the hashtag #BrockIsBack.
On July 1, Twitter rolled out conversational ads to all brands following months of beta testing. Conversational ads are one of the most exciting pieces of Twitter ad inventory for marketers in some time, as they are designed to generate significant engagement and reach users through both paid and organic delivery.
According to Twitter, “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.”
Conversational ads, which take advantage of both video and static images, have a call-to-action button, featuring a hashtag, which lets users engage and share brand messages with just one click. Brands have the option to utilize multiple call-to-action buttons to make the experience more customizable and organically begin conversations on the network.
When the user clicks the call-to-action button the brand’s pre-set Tweet copy is presented to the user who can then customize the text before sending to their followers. The brands original video or image accompanies the tweet.
Here are three tips to get the most out of your new conversational ad unit!
1. Make sure your image or video is compelling.
Conversational ads are designed to have your fans pass on a brand message. The content needs to be compelling and valuable enough that someone would want to share it with their friends. While this is an “ad unit,” consumers are not going to share boring brand ads with those who follow them!
2. Make your pre-written copy short.
Make the tweet that is automatically generated for the users short enough that it can be customized with additional characters. The more users tailor your tweet to their audience, the more impactful the ad has become.
3. Take advantage of the multiple call-to-action buttons.
By taking advantage of the ability to include two different call-to-action buttons, brands are able to not only take advantage of the ease of engagement, but also start an organic debate as well. The more choices your brand provides, the more likely your followers are to engage with the ad.
What do you think of Twitter’s conversational ads?