Tag Archives: twitter ads

Twitter tests ‘Promoted Videos’ to take on Facebook

We all love a video, that’s for sure. In fact, video is the most consumed content online. And so of course, all the major social networks have ensured that video is shareable and accessible via their platforms.

Last year Facebook tested out targeted video ads. And if you’re on Facebook (who isn’t these days) – then you’ll have seen how they work. Effectively, once the ad hits the target audiences feed, the 15 second video ads play automatically without sound, and you have to click on the video to hear the sound.

Now – the social network Twitter seems to want to rival Facebook as they have begun testing similar targeted video ads of their own.

They seem to work in a very similar way to the Facebook video ads – however the difference is that, currently, these videos will not automatically play as a user scrolls down their newsfeed. Users have to press the play button to see the video.

With this feature – promoted video ads will work on a cost per view buying model. This means that Twitter users need to click on a video in order for it to start playing. And the marketer will only get charged when a user presses play to view the video ad.

Promoted videos will be marked in the timeline by a promoted banner and the promoted video program offers marketers a wide range of analytics including completion percentage and a breakout of organic versus paid video views.

The new ad format will be similar to the most popular ad product, Promoted Tweets – which are ads that look like tweets and appear in a users content feed – the only difference is that they will be embedded into the tweets via a Twitter Card that supports other media rich ads.

Twitter has always been a text heavy (if you can call 140 characters heavy) service – therefore this type of content will significantly change the look and feel of the social platform. Tests have even shown that tweets containing video create more engagement and more video views.

Not only this but online videos are an important marketing tool especially at a time when the internet continues to introduce new channels into the buying process – therefore this is an important feature to consider.

Although these tests are only available to a ‘select’ few of content publishers and verified users – we thought it best to get you to start thinking about these early. We’re still awaiting a date where this feature will be made available to everyone.  We’ll be sure to keep you posted.

5 Twitter Advertising Mistakes To Avoid

twitter advertising 123Advertisements have always played a big role in the world of marketing. Whether bill board advertising, press advertising, direct mail – or now social advertising.

The thing with advertising is that it’s usually pretty pricey – and so you want to ensure you get it right. Nothing worse than your latest ad going out with zero call to actions or a dreaded incorrect telephone number or glaring typo.

Of course, we’re only human and many of us often make mistakes – whether it be a small spelling mistake or perhaps tweeting the wrong thing at the wrong time –mistakes are very important to avoid, particularly on social – where one little error can be shared to a mass audience in a matter of seconds.

To avoid any future mistakes when creating social ads on Twitter, check out the following 5 Twitter ad mistakes that companies should avoid:

  1. Don’t Forget To Use Hashtags

Hashtags are a great way to get the attention of your target audience and highlight exactly what it is you’re tweeting about. They are a great way for businesses to insert themselves into conversations and trending topics.

Using a new ad or product image can stand out, however if you use strategically chosen hashtags in your promoted tweet, you can help your business find their target audience, reach non followers in large numbers and help grow your influence.

  1. Don’t Take Away User Anonymity

People don’t like it when companies or brands use too much targeting. If the user clicked on an ad and then see that ad everywhere, then they are likely to get annoyed. Seeing a thousand ads similar to the one then clicked on could be a turnoff for the user. So keeping some kind of anonymity is essential.

  1. Use Images To Your Advantage

Images on Twitter ensure that tweets take up more space on the feed and therefore, help to drive engagement. It’s important to include images when you’re sending out a promoted tweet. Tweets that include an image receive 200% more engagement than tweets without images.

Although an image may not be appropriate for every tweet, companies should try to include them wherever possible to help draw attention to their message.

  1. Don’t Take Advantage Of A Users Connections

Every user will have both personal and professional connections – and more often than not, many social media platforms take advantage of that and tend to make recommendations to a user based on what their friends like or based on their professional connections. Some users may find this too meddling – so try not to go overboard when using this tactic.

  1. Try To Use A Consistent Voice

When creating ads, it’s important to consider the objective of the ad. Whilst unique and chatty messages can make a Twitter account seem more ‘human’- depending on the message you are trying to convey, sometimes being chatty or cheeky may not be appropriate and could push your platform off-message and create a backlash. Another point to consider – don’t let your account sound like a robot stuck on repeat – repeatedly sending out the same messages can create problems from consumers too. The key is to find a happy middle ground where your message is clear and your voice is consistent, caring and human at the same time.

We hope you found our tips useful – and, why not share your Twitter Advertising tips with us too.

Twitter Advertising – Levi’s weather Glitch – and The Importance of Relevant Content

When it comes to Twitter advertising you need to make sure you find the balance that satisfies the advertiser without upsetting or being intrusive towards your target audience.

It may seem like an obvious thing not to do – but you’ll be surprised at how many big brands end up getting themselves into hot water over the silliest of things.

Here’s one recent example involving Levi’s (see below)

levi jeans mess up

 

Seems like a clever enough tweet to post, but their downfall was that on this particular day, it wasn’t sunny at all – in fact it was raining all day! And here are just a few of the responses they received (see thread snipped below):

replies to levi

If you look at the date of the original tweet – July 29th – then it probably was a beautiful day when they shared it. But when they ‘reused’ the same content – via a sponsored / promoted tweet – then it clearly hit on a day when the Great British Summer wasn’t at its best.

Let this be a lesson to us all.  When thinking of reusing any previous content – make sure that content is still relevant!

It’s so important to avoid silly mistakes on social media as people are listening all the time – so our advice to for you to use relevant, up to date content and be vigilant at all times.

If you want to know more about Twitter Advertising mistakes then be sure to check out our blog on ‘5 Twitter Advertising Mistakes To Avoid.’

This blog post was brought to you by Michelle Carvill, founder of Carvill Creative, the online visibility experts and author of The Business of Being Social – A Practical Guide to Harnessing the Power of Twitter, Facebook, YouTube and LinkedIn for all Businesses.

If you need any help with your social media activity, blogging or creating content or any other digital marketing services, then do get in touch with us.

Twitter Ads – Once they start – how to switch them off.

You may or may not have heard but the next step for Twitter is to start rolling out adverts on the platform. This of course was inevitable, Twitter had to monetise the business somehow and adverts are the obvious route – we’re more surprised that it’s taken this long for ads to appear!

Twitter will begin experimenting with adverts to users in the United States – these ads will work very much like Google ads work. They will display promoted content from brands and businesses that a user will have shown interest in at some point in their web browsing history.

Therefore the ads will be tailored for you, and your interests – targeted but also thoughtful in a way!

(Tweet us @carvillcreative and let us know if you find browser related ads useful or an invasion of privacy?)

How does Twitter know what you’ve shown an interest in?

These tailored ads, just like Google ads, are based on browser related information that you agree to share when you hit the browser cookie acceptance button on any website you visit.

For example – if you visit the Marks and Spencer’s website, accept the cookie disclaimer, and then check out a pair of shoes – you’ll often find that Google remembers that you liked those shoes.  Google will then conveniently/annoyingly, (depending on your view point), periodically pop the shoes up in advert when you’re browsing the web.

Twitter ads will work in the same way – except they will appear alongside your Twitter profile.

But fear not – if you are one of those people who find these ads irritating rather than useful – Twitter has kindly allowed you to switch them off in one very easy step.

‘Simply uncheck the box next to ‘Promoted Content’ in your account settings and Twitter will not match your account information shared by their ad partners for Tailoring Ads’

Twitter also want users to know that they do not support DNT (Do Not Track) – which means that Twitter will not receive browser related information from ad partners for tailoring ads.

Come and join the conversation

Have you ever made a purchase or an enquiry based on an ad that has reminded you about something you looked at recently on the web?

You can join the conversation and let us know your thoughts on our Facebook page or you can tweet us @carvillcreative

Happy Tweeting….

Vikki Mills is Social Media and Marketing Executive at  Carvill Creative – the online visibility experts. A digital marketing and design agency based in Maidenhead, Berkshire.