Move over Promoted Tweets, Twitter has launched a new format called Conversational Ads to drive more earned media and consumer engagement for advertisers.
According to Twitter’s press release, conversational ads will make it easier for consumers to engage with and then spread a brand’s campaign message.
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 customisable hashtags that encourage consumer engagement.
When a call to action button is tapped, the Tweet composer opens with a pre-populated brand message accompanied by the creative and hashtag buttons. The consumer can then personalize the Tweet and share it with his or her followers.
As a thank you, the consumer then receives a message from the brand for having engaged with the Tweet.
Finally, the new Tweet appears to the consumer’s followers in their timelines, and it includes the brand’s original photo or video. Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI.
Samsung Electronics Canada partnered with Twitter to beta test the innovative conversational video ad unit. The company’s CMO Mark Childs said: “As one of the first global brands to use Twitter’s new conversational ad unit, we’re excited by the opportunity to initiate more meaningful conversation. To stay ahead of the curve, it’s important to continuously evolve our social media engagement strategies to help our fans get closer to the Samsung Canada brand.”
Conversational ads are currently available in beta for select advertisers in all markets.