Back in January this year, Twitter to help advertisers on its social platform drive more earned media and brand influence had launched new exclusive ad formats dubbed "Conversational ads". Additionally, the company has also began testing the Promoted Tweet Carousel earlier this year.
These conversational ads formats, exclusive to Twitter, contain compelling images or videos that include 'call-to-action' buttons with customizable hashtags that encourage consumer engagement.
"Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI," explains Twitter team. Additionally, research has shown that organic conversation about a brand delivers significant value for advertisers.
Further, Twitter reported during the beta brands saw an average 34 earned impressions for every 100 paid impressions.
Here is how conversational ads works:
- When this 'call to action' button is tapped, tweet composer with a pre-populated brand message accompanied by the creative and hashtag buttons opens up.
- Consumer then receives a message from the brand for having engaged with the Tweet. And, the consumer can then personalize the Tweet and share it with his or her followers.
- Finally, the new Tweet appears to the consumer's followers in their timelines, and it includes the brand's original photo or video.
These formats were introduced to select advertisers, but now all global advertisers can now use conversational ads alongwith a brand-new 'Instant Unlock Card' that encourages people to Tweet to unlock exclusive content.
Twitter's new 'Instant Unlock Card' by incentivizing users for tweeting about your brand by offering access to exclusive content after the Tweet is sent, for (e.g., a film's trailer or an exclusive Q&A).
While we're at it, Twitter's 'advanced analytics' helping you keep track of conversational ad units is also launched.
All you do is "just visit the Twitter Ads dashboard to see engagement metrics and the earned media you generated with your campaign." The post states
Even more campaign insights are available to all global marketers through Brand Hub's Watchlist feature.
See how many people are Tweeting your campaign hashtag, how many impressions your campaign earned, and check out the most influential Tweets.
(Select US advertisers can also track the impact conversational ads have on their TrueVoice score, a metric to help track share of brand conversation in real time.)
Here's how Instant Unlock Card works:
Finally, for Twitter accounts to receive verified status, the company had created an online application process. "Our goal with this update is to help more people find great, high-quality accounts to follow," Twitter states.
"Verified accounts on Twitter allow people to identify key individuals and organizations on Twitter as authentic, and are denoted by a blue badge icon. An account may be verified if it is determined to be of public interest typically maintained by public figures and organizations."
Visit the following for your Twitter accounts to receive verified status (if you not already have) online application process .