Tag Archives: Twitter Advertising

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 Scheduling – now available for all Advertisers!

Twitter has announced that advertisers now have the ability to schedule tweets directly from the platform. If you’re not a Twitter business user but this kind of functionality appeals to you, then you’re bound to still find this of interest…

Previously, marketers had to use third-party social media management dashboards like Hootsuite, Tweetdeck or SocialFlow to schedule their tweets. But now, Twitter advertisers can give those tools a rest with Twitter’s new schedule tweet option – where they can schedule and publish their own tweets up to one year in advance – directly from Twitter!

The scheduling tweets tool has rolled out on advertisers’ accounts on ads.twitter.com – where they can either access the option via the “compose tweet” button or within a new “creative” tab in the top navigation.

So what does this mean for advertisers?

This new capability makes Twitter’s Ad product very useful to advertisers as they are able to draft or schedule tweets using Twitter’s web interface.

Not only this, but they also get the benefits (as you would from other third party social media management dashboards) such as publishing content at any time without having staff on-call to Tweet on evenings, weekends, or other inconvenient times. Advertisers also gain the flexibility to plan content in advance for events like premieres and product releases.

How does it work?

All you have to do is tweet from ads.twitter.com – the URL has a more fully featured tweet text box, including options to pay to promote your tweet, and most importantly, to schedule tweets for the future.

There are two options now available for this feature, one where you can create and schedule new tweets from the blue tweet button on the top right corner of the navigation bar or, the other is their newly introduced Creative tab for users to create and manage both scheduled Tweets and Twitter Cards in one place.

The Compose Tweet button on the creative page will bring up a new tweet box where you’ll be able to compose your tweet and add a photo, location or card. You’ll also have the option to send tweets organically to followers, or set up to publish as part of a Promoted Tweet campaign (thereby selecting specific targeting criteria to make sure the right users see the message).


 

 

 

 

 

 

 

Overall it is quite a nifty tool for advertisers, and many of us are likely to see these scheduled tweets but won’t have access to try them ourselves, however it is very likely that it will start to roll out mainstream, at some point – so be on the look out!

Written by Michelle Carvill 

How to Get Started with Twitter Advertising – Now open to Businesses of all Shapes and Sizes

If you are interested in getting more followers for your Twitter account, increasing exposure for your business, and promoting your tweets to a relevant audience – then you can give Twitter Advertising a try.

This is great for business as it allows you to connect with the people that matter and gives you powerful context to connect your message to what’s most meaningful to your customers.

But before you go to set up your campaign, it’s useful to know what your objectives are so that you know which option is relevant to you…

So – what are your options for advertising on Twitter?

The process for creating your own Twitter Ad Campaign is very simple. It’s divided into two categories: Promoted Tweets and Promoted Accounts. (A third ad product is also – Promoted Trends, but this isn’t available to small businesses.)

Promoted Tweets

Promoted Tweets allows you to highlight a specific message or product that you want to get more exposure for on your profile and throughout Twitter – this is great for if you are a marketing company managing much sharing content, building awareness and building your brand or business voice.

These are regular tweets which you want to reach a wider group of users or to spark engagement from existing followers. There’s also the added bonus of reaching more people who are interested in your business – therefore these ads should be used to promote your best content. It may be a piece of research you’ve published, your latest blog post or a product or service launch. Again, think about what you are trying to achieve, the audience you need to get in front of etc. – prior to promoting tweets.

Do keep in mind that people will see that it is a promoted tweet as they are clearly labelled as ‘Promoted’ after they have been paid for.


 

Setting up your Promoted Tweets

At the set up point you can fix the amount you’re willing to pay every time someone retweets, replies, favourites, follows or clicks on your tweet. And once that budget has been utilised – your tweets will simply stop being promoted.

Promoted Accounts

Promoting Accounts on Twitter allows you to promote your account as one to follow – an example of this is when you log in to your Twitter account and go to your main dashboard, to the left of your Twitter stream is the box which shows suggested users to follow based on your interests.

 

Promoted Accounts give your Twitter profile more exposure and helps you build followers who are potentially more targeted for you / your business – so if your goal is to achieve new followers then this is your most efficient method,  as you’re helping more people to discover you, your brand, business or cause.

So now you know the Advertising Options AvailableHow do you become a Twitter Advertiser?

When looking to set up a new Twitter Ad campaigns, all you need to do is log in to your Twitter account.

Click on the gear icon on the top right hand side of the toolbar to see the dropdown menu and then click on Twitter Ads. You can also type the following URL directly in your browser ads.twitter.com.

You’ll then be prompted to enter the username and password for your advertising account. Use the same username and password as you do on twitter.com. Once you’ve signed in, click on ‘Create New Campaign.’

Twitter then gives you two options (which we mentioned earlier) – to create Promoted Tweets or to create Promoted Accounts. To set these up all you have to do is click on the link and it will guide you through the steps to setting it up. (Trust us – it really is very simple).

And that’s it.

We hope this blog post has helped you figure out whether Twitter Advertising is for you. All you have to do is decide on key objectives – it may be:

  • Lead generation
  • Brand exposure
  • Product / service launch
  • Gathering support for a cause

Whatever your objective, perhaps Twitter advertising is going to help you achieve your goals – so simply figure out the right advertising option for your business – and wait for the results!

Stay tuned for next week’s blog on Twitter scheduling, which is available for anyone looking to advertise on Twitter.

Written by Michelle Carvill