Last month, Twitter released a guide to help agencies and advertisers better understand Twitter ads to best help their clients reach their goals. The Twitter Agency Playbook was born out of questions that were frequently asked by agencies so they would have a one stop shop for finding answers they have about Twitter Ads. Below are three key takeaways from the Twitter Agency Playbook.
Where Twitter Fits into Your Client’s Strategy
Once you’ve decided that Twitter is an appropriate platform for your client to use to grow their business, it’s important to think about how you’ll be using it. The upside of Twitter is that you have the ability to comment on trending news and events, as it is a very timely platform. Does every topic apply to your business? Not always. Be selective and ensure that, though Twitter is a bit more playful than the other social channels, you’re sticking to your brand’s tone of voice. The playbook outlines the necessity to develop an organic vs. paid plan. According to the playbook, “organic and paid strategies, when run together, amplify each other”. If your client is prepared to create a budget for running Twitter ads, they will have “steady growth and a more lively audience”.
What Makes a Good Tweet
Twitter is saturated with users and millions of daily tweets so it’s essential to stand out from the crowd. Composing one well-done tweet can perform better than five half-done tweets. Using video or photo that tie back to your brand colors can help to expand reach and brand awareness. Using emojis and a looser tone of voice resonates well on the platform, as well. Since Twitter is timely, emphasizing urgency can be beneficial for your client if they’re trying to get their audience to shop or sign up for an offering. Additionally, using a call-to-action helps to encourage that wanted engagement.
Getting Your Message to the Right Audience
If your client has opted to run Twitter ads, narrowing down the targeting options is crucial. Twitter has thousands of ways to reach your client’s audience. The typical demographics of gender, age, language, location etc. are all available. Twitter’s stand-out targeting options are:
Keyword targeting where client’s can target select people who search for specific wordsEvent targeting reaches people talking about certain regional events Conversation targeting where Twitter reaches audiences who are talking or engaging with certain topics
The Twitter Agency Playbook helps to outline the great deal of components that go into running a successful campaign on Twitter. Looking to start running ads on Twitter, we’d be happy to help!
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