Online social networking service, Twitter has announced the launch of conversational ads in a bid to help advertisers drive more earned media and brand influence.
Conversational ads, which are exclusive to Twitter, make it even easier for consumers to engage with and then spread a brand’s campaign message. It’s essentially a powerful way for advertisers to extend their presence across Twitter!
Before now, marketers have successfully increased their brand engagement using Promoted Tweets with compelling images or videos and campaign hashtags that drive Retweets, likes, and follows.
This is how it works.
Conversational ads take Promoted Tweets further by including call to action buttons with customizable 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.
Some beta partners, who were among the first to try out the ads, shared their experiences.
“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,” says Mark Childs, CMO of Samsung Electronics Canada.
He added, “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.
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