It seems we’re not the only ones taking exciting road trips this summer, as Twitter is paving their own way to make the path of discovery more intriguing by the mile. So, how can digital marketers use these updates effectively?
This summer, Twitter launched some aggressive tests and roll-outs to make products, places and events even easier to track, engage with and more importantly for marketers, target.
It’s open out there in the wide open air:
What is Twitter testing and slowly introducing? Learn about how Product and Place Pages, Collections and Event Targeting will change the way marketers creatively leverage Twitter.
Product and Place Pages
Product and Place Pages (in testing) enable users to organize tweets on dedicated pages. Categories (besides standard tweets) will include images, videos, price, buying/booking options and links to further e-commerce opportunities. Twitter has graciously offered to do the legwork of individualizing timely and relevant content based off of accounts followed, news and trending, popular topics.
Products and Place Collections
Similar to Pages (and also in testing), Collections will offer people and influencers a place to advocate for a compilation of favorite things. We like to think of it as a personalized Oprah serving up information for those who want to be in-the-know anytime, anywhere (and not just during the holidays).
Taking notes from traditional TV event ad sales Event Targeting (introductory roll-out) will allow advertisers to view a calendar of upcoming events spanning from sport games to music festivals, political affairs and beyond. The beauty lies in the ease of reviewing information like the date, audience size, demographics and psychographics, keywords, accounts followed and even apps people use, based off of Twitter analytics from events in the past, giving you the upper hand for future targeting. Event Targeting now offers the capability to purchase ads in advance, which can be utilized within a seven day window of any event. Ads purchased early on have the advantage of sparking interest first within their community and have the capability to pause and edit ads based on the shape conversations take over time. There is no limit to how many ads can be purchased, so as to not compromise the up-to-the-minute nature of Twitter’s platform, This sales strategy will work not only for Twitter’s bottom line, but will help marketers better plan their budget allocations and evaluate their potential audience reach. Standard Twitter targeting framework will also be applicable giving the option to adjust audiences based off of gender, language and device type.
You’ll join the high fliers who soar to high heights:
Who should you watch? As these are new additions to the Twitter rolodex, they have invited a small group of brands and influencers to the party for the time being.
Pages and Collections
Several brands and people spanning the target audience spectrum are helping Twitter along with this test, including (but not limited to):
- Beats By Dre
- Demi Lovato
- Disney Store
- Elle Magazine
- HBO – Game of Thrones
- The Ellen Show
For the time being this introduction has been extended to:
- The United States
- The United Kingdom
Unslumping yourself is not easily done:
What should you avoid as these new features come into play? While these updates are intriguing and can enhance your brand, there are some important notes to remember:
- This will not be a replacement for existing efforts: While Twitter seemingly will take on a Pinterest-like role with Pages and Collections; they also exclude audiences that prefer to do more “organic” searches on their own time. Don’t solely rely on Twitter for these aspirational, e-commerce-esque pushes.
- Carefully monitor conversations: Just like traditional tweeting and advertising, carefully monitor what people are saying both about your brand in relation to events and the event itself. If an event you’re brand supports starts to take a negative turn, you may want to explore your options of decreasing spends or retargeting your efforts.
- Stay true to your brand: With the capability to be part of numerous Collections and advertise for multiple events, it’s easy to over-extend your brand and do too many things. Over time, people will grow tired of you and can become confused if each involvement isn’t directly tied back to your brand identity.
You’ll find the bright places:
Offering an amazing experience is part of Twitter’s mantra, which lends to these new endeavors. Although these new features are similar to previous marketing and sales tactics and can even be linked to the likeness of existing social platforms, there are creative ways to make your mark using them. How will you and your brand plan to take your Twitter strategy to new heights?