The notion of cryptocurrency is patiently moving closer to the acceptance and acknowledgment of serious financial institutions. Goldman Sachs has initiated trade in Bitcoin and now supports Ethereum, two of the most significant crypto currencies in the market. The President of El Salvador, Nahib Bukele, last year also introduced Bitcoin as the legal tender. Moreover, Wall Street hedge funds also appear to have changed their tune, from skeptic, to fond enthusiast. Thus, this marks Crypto’s gradual steps into mainstream finance. 

Twitter Crypto

On Twitter crypto is one of the most discussed subjects. The social media giant even introduced a special emoji of the Bitcoin logo on its platform to signify its vast community. Notably, over the last few years Twitter crypto discussions directly correlated with the price of Bitcoin. Between January 2017 and July 2017, when Bitcoin price skyrocketed, as did the volume of crypto tweets. Today, Bitcoin is the most discussed subject within the financial sector of Twitter. Popularity of crypto pioneer on Twitter even exceeded stock goliaths such as: Apple $AAPL, Facebook $FB, Google $GOOG and Netflix $NFLX. These well-known companies were short in attention compared to digital gold of Bitcoin. 

However, many governments around the world are still skeptical about the benefits of the Bitcoin network as a pillar of transferring funds. Although, the neutral European capital of global banks, Switzerland, recently introduced legislation that allows firms to promote a variety of crypto currencies on Twitter. In fact, Swiss economic reforms played a crucial role in incorporating crypto into the financial system, and only a year ago Switzerland’s market watchdog approved the country’s digital asset fund. This goes to show that times are in fact changing, with one of the most influential governments in the financial world acknowledging the importance of crypto, others will eventually be swayed to follow suit. Sooner or later, conversations surrounding crypto will increase, especially amongst marketing firms looking to promote on Twitter, and other social media platforms.

Twitter Crypto Blog

A Green Light for Marketing Campaigns on Crypto Exchanges 

Reporting, talking, and inquiring about crypto related news was always allowed on Twitter, but for a long time, promoting crypto currencies exchanges and NFTs were forbidden on the platform. Accounts that broke this long-lasting principle risked receiving bans from the platform. 

Potentially, Twitter with its 315 million users worldwide is the number one channel for crypto promotions. Blockchain investors are very aware of this fact, understanding that proper communication between parties is essential for the successful marketing of crypto products. Henceforth, the implementation of Twitter is crucial in any campaign and strategies. 

Growth Crypto Creative

Crypto Ads Rapidly Grow Exchanges Revenue

Social media marketing has the unprecedented potential of obaiting inclusive global clientele. With experienced campaign management, digital advertisements are destined to succeed. Our clients already experienced high return on investment, thanks to organized marketing campaigns, co-developed by Httpool and Wise.Blue experts. Trending platform eToro record first time deposits (FTD) rapid increase of an astonishing 975%, as well as an increase of app downloads by 270%. Additionally, the number of first-time sign ups skyrocketed by a massive 782%! This sudden expansion of interest in trading further proves the enormous potential of Twitter’s crypto-advertising. 

In conclusion, the crypto market is relatively new to the mainstream financial market. The potential for blockchain technology is limitless and cryptocurrencies offer unparalleled opportunities for a decentralized financial system. Twitter users are relentlessly generating a plethora of crypto related subjects on social media, consequently peaking the public’s curiosity, and causing investment interest to climb. This is a hugely lucrative opportunity for both exchanges and marketing campaigns to grow people’s interest in crypto.

By Mo Adefope, Copywriter

What is a Twitter Space and Why Should Brands Use this Feature?

Social media plays a pivotal role in the world of advertising and its ability to bring people together should not be undervalued. Owing to the presence of social networks, users from all corners of the world are able to connect, learn, debate, spread news, share opinions, and even build relationships. With an estimated 329 million global monthly users, Twitter is one of the leading social platforms and arguably, the best for online conversations.

Twitter Spaces 1

For brands, conversations with audiences are vital and can positively impact marketing objectives. Twitter research has shown that a 10% rise in conversation can increase the volume of sales by 3%. Moreover, in the technology field, Twitter has also found that a 1% increase in sales volume can lead to more than $6 million in incremental sales.

Twitter Spaces is a feature that allows users to hold live audio conversations, and having only been introduced a year ago, the initiation has already increased the authenticity of conversations for audiences. For brands, this is great news, as a large percentage of Twitter users follow those they admire, and look forward to updates.

How to Strengthen Your Brand Metrics With Twitter Spaces:

1. Share Brand Updates and Exclusive Offers With Your Twitter Community

A Twitter Space is a great avenue for sharing brand updates with customers and prospects. Through open conversations, brand representatives can share updates on upcoming events, new product, or service launches. Spaces also present an opportunity to host giveaways or trivias, inviting followers to engage with brands for the chance to win prizes, or experience exclusive offers relating to future events or offerings.

Twitter Spaces 2

2. Get Feedback and Insights From Audiences

The key to retaining consumer interest in your brand is ensuring that you’re constantly providing high-quality products, services, or experiences that they want or need. With Twitter Spaces, you can host Q&A and feedback sessions with audiences, offering them the chance to share their thoughts on your brand. This way, you’re getting real-time, valuable feedback, allowing you to adjust your marketing plans, or make necessary changes to your offerings. This ensures that you’re always aligned with your consumers and better-positioned to achieve your KPIs.

3. Connect Followers With Influencers or Celebrities

Hosting a fan session for audiences to connect with public figures is a sure-fire way to attract your audience’s attention, ensuring they are kept entertained. Spaces can give Twitter users direct and unparalleled access to their favourite celebrities or influencers, and as a result, your brand is sure to stay at the forefront of consumers’ minds. For example, the popular Fast & Furious franchise utilised this notion before the release of F9 last year. They hosted a Twitter Space, giving fans an opportunity to connect with the film’s director and cast, and ask questions, and it was well-received by the public.

Twitter Spaces 3

4. Discuss Relevant Industry Topics and Host Virtual Panels

The regular sharing of expertise and industry knowledge with followers is an excellent way to build authority and maintain relevance in your industry. In turn, this will boost both your brand awareness and reputation, further ensuring the retention of loyal customers who value your brand and offerings. Taking a leaf out of Cowrywise’s book, brands could host sessions in which business experts share their knowledge. Alternatively, another great use of Spaces is the introduction of underrepresented voices, or thought leaders who operate in a niche market, as this will engage your Twitter community and provide them with valuable insights.

For more tips on how to elevate brand engagement using Twitter Spaces, check out the Spaces for Brands playbook.

By Chiara Haberer

Twitter can be used for a multitude of different purposes and thus can be defined in several ways. Let’s explore these definitions.

Twitter logo

The History of the App

The mesmerizing platform was built using Ruby in Rails, a specialized Web-application framework for the Ruby computer programming language. Its interface allowed open adaptation and integration with other online services, designed in 2006 by Evan Williams and Biz Stone. Williams, who had previously created the popular Web authoring tool Blogger, had since begun experimenting with one of Odeo’s side projects, a short messaging service (SMS) which at the time was named Twttr. Later down the line the management team was joined by engineer Jack Dorsey, following came the completed version of Twitter, which debuted at the South by Southwest music conference in Austin, Texas in March of 2007.

In April 2007, Twitter, Inc., was created as a corporate entity thanks to an infusion of venture capital. Twitter was primarily a free SMS with a social networking element. As such, it lacked the clear revenue stream that one could find on sites that derived income from banner advertising or membership fees. As the number of visitors to the platform continued to rise throughout 2009, it became clear to everyone that Twitter was more than a niche curiosity. Thus, in April 2010, Twitter unveiled ‘promoted tweets’, advertisements that would appear in search results as its intended primary revenue source. This is where the real Twitter Boom began.

Functionality

Twitter is an online microblog service, used for distributing short messages among groups of recipients, via either computers or smartphones. The platform incorporates aspects of other major social networking sites such as Facebook, offering instant messaging technologies, and building this into a network of users able to communicate in short, brief messages throughout the day, known as ‘tweets’.

Users simply type their tweet, sending it to Twitters Server, which then automatically relays the tweet to ‘followers’, these are other users who have signed up to receive the senders’ tweets. Users have the option to also track and follow specific topics, creating a thread or dialog with other users inside the app. Tweets have no restrictions on twitter, they can be about any subject, a joke, recipe, news and so forth. Tweets however cannot exceed the word limit of 140 characters.

As odd as it may sound, for Millennials, Generation Y and Generation Z, Twitter is considered their top source of news across the globe. The main purpose of the platform is to enable people around the world to connect and share thoughts openly, therefore, politics and social topics are largely discussed on the platform.

Twitter snapshot

How is Twitter different?

A selling point for the app is its practicality. The app allows users to share images, videos, or messages. What users post is kept on their profile indefinitely and can be reposted or liked by other users, others can also reply to tweets and open topics of conversation.

In recent years, Twitter was named the preferred choice for the discussion of serious topics, whether this be political, business, or social, Twitter had most of the eyes of the world. For instance, individuals such as President Barack Obama, Greta Thunberg, Elon Musk, and Malala Yousafzai, own active Twitter accounts, informing followers on their most recent actions and accomplishments etc.

Twitter is ideal for sharing information, creating a client base, and sharing behind the scenes insights. The platform also allows consumers to communicate in a simpler and faster way, thus,
ensuring they feel heard and cared for.

What’s in it for Advertiser’s?

Since Twitter is not as visual as neighboring apps like Instagram, TikTok, and Snapchat, the most relevant and helpful feature Twitter has to offer is its informational power. Twitter, like no other platform, can come in handy when brands want to inform and connect with their consumers. The Retweet, Like and Thread Comment feature, ensures that brands can express their values and selling point clearly and directly with their audiences. By using Twitter, brands can build a strong sense of community with their users and share their latest product and service releases.

In conclusion, Twitter is undoubtedly a fantastic tool, building the bridge between companies and products with consumers. Embracing the power of Twitter, will allow brands to expand their popularity and loyalty base, through the simplicity of tweets.

Twitter blog post

By Devinder Sharma, Twitter Partner Director, Httpool Indonesia

 

Going decades back, ‘word of mouth’ used to be the source with the highest scoring trust factor for purchase decisions, and in a way, it still is, but the context in which we view ‘word of mouth’ today has completely changed. Thanks to the internet, we are more connected than ever before, with positive or negative opinions online reaching people all around the world. ‘Word of mouth’ is contagious, and a positive ‘word of mouth’ can increase sales revenue if appropriately amplified. The distinction from previous years is that the modern “word of mouth” is measurable & trackable if done digitally.

While User-Generated Content (UGC) may be used effectively across the consumer journey, the product page is one of the places where it has the most significant influence. Dune London noticed this after featuring shoppable Instagram photographs of real consumers wearing and adoring their items on their website. After implementation, they discovered sales increased by 82% when customers interacted with UGC.

UGC gives customers a more authentic purchase experience but, you’re still a marketer at the end of the day. Content that criticises or attacks your brand should be considered but not disseminated widely so, keep a close eye on your submissions and employ only the highest quality pieces of user-generated content in your marketing initiatives.

UGC is the most curiously genuine way in which a brand can gain traction on social media platforms. It’s as organic as it comes and shows how your brand is perceived in the eyes of your customers and utilising this way of marketing has compounding benefits. But what is user-generated content? Let’s find out.

UGC_Creative1

What is UGC?

When a piece of unsponsored content is created and shared by a user on their social channels, it falls under the umbrella of user-generated content. If a customer is satisfied with your product and shares this online via a tweet, Instagram post or a review, you have built yourself a loyal fan. It does not stop there, by strategically utilising UGC content, you could convert this one loyal customer into thousands – the possibilities are endless.

Types of UGC:
· Social Media Photos
· Unboxing videos
· Blog Posts
· Customer Reviews

UGC_Content2

Why UGC?

The modern marketing world has realised the true value of UGC. Product reviews are driving sales and influencing consumers online, with 79% of people revealing user-generated content highly impacts their purchasing decisions.
It helps build trust and authenticity for the brand

As per reports, customers are 2.4 times more likely to believe user-generated content over celebrity endorsements. These are real people, and their content appears more genuine and authentic, helping brands to gain trust with significantly less expenditure. ‘Word-of-mouth’ is still considered amongst the topmost means of selling products, and according to statistics, 70% of people buy products online based on reviews and opinions.

It helps create a sense of community

When a brand involves its followers while making decisions, they feel a sense of belonging, investment and are willing to contribute. For instance, the CEO of Airbnb, Brian Chesky, tweeted asking his followers about the brand’s new launch. The tweet went completely viral with people all around the world commenting their suggestions and ideas. This simple idea worked wonders for the brand which went on to launch based on customer feedback.

For image sharing, Twitter is a fantastic medium. It operates similarly to Instagram in that the visuals speak for themselves. Consider using this medium to establish a live Twitter feed for real-time coverage and to retweet UGC. Using Twitter in this manner also allows you to make use of relevant hashtags.

Social media platforms can be divided into two major categories, close friend, and public Platforms. Close friend platforms like Facebook and Instagram are very “look at me”, they’re dominated by people showcasing their personal life, travel diaries, birthdays, and everything in between. In comparison, public platforms like Twitter are very “Look at this”. Although there are elements of personality on these platforms, most of the content is derived from users’ opinions on world events, news, and politics, making the discoverability of your opinion far more likely on public platforms. Twitter has thus become one of the leading platforms globally for sharing “look at this” information. According to Trendkite Digital PR, over 45% of media articles featured citations from Twitter over the Christmas period and 57% during the Grammys.

Therefore, no matter what is occurring within the Twitter-sphere, there is a high chance it will be picked up by the media. Which is why as a digital marketer you should consider Twitter as a main part of your content strategy.

 

Leveraging Twitter for UGC Marketing

A perspective by Devinder Sharma, Twitter Partner Director, Httpool Indonesia

How can you utilise UGC?

1. Encourage your audience to participate

Create campaigns, contests and hashtags that enable your brand followers to participate, helping to build interest while the customer engagement rate accelerates. #PutACanOnIt is a brilliant campaign example run by Red Bull on Twitter. A photographer tweeted a photo of a Red Bull with a Mini Cooper. The brand shared the post and asked people to share their creative versions of #PutACanOnIt, the campaign went viral and became one of the best examples of utilising UGC on Twitter.

2. Collaborate with your audience

If a customer has tweeted about your brand, reshare it from your handle and engage in friendly conversations. Not only does it become a moment of delight for the customer, but it also fosters their loyalty to your brand. When other customers realise that your brand is resharing content created by customers online, they follow suit. As per reports, 51% of consumers are more likely to engage with your brand if you have engaged with their content. National Geographic, for example, has a program called ‘Your Shot’, where they encourage photographers to contribute photos with the chance of being featured in a collated story on their website.

3. Seek permission and credit the creator

Using someone else’s content without permission is neither fair nor appropriate, even if it is a primary picture. Contacting the creator and seeking permission to use their image, video or reshare their tweet is a best practice that every brand must follow. Not only does it show that you care about your followers, but it also helps you stay away from any copyright concerns.

4. Create and be consistent with a specific Hashtags for UGC

While designing your content strategy, ensure you create a dedicated hashtag for all activities revolving around the UGC elements of your strategy. Not only is this easy to track, but it also builds a more robust brand recall.

With the constantly growing scope of virality on social media, the options of connecting with your users are becoming more comprehensive by the day. How any brand does it, it’s their prerogative, but setting specific user-generated goals is the future of effective marketing online.

UGC_Content3

TikTok- What does it mean for marketers?
A perspective by Hem Sopanha, Country Lead, Httpool Cambodia

TikTok is a UGC platform centered around creativity and joy, allowing its users to express themselves through innovative effects, tools, music choices and more. Because of its unique feel and unmatched personalisation algorithms, TikTok appeals to the individuality of its users with trend-setting user-generated content. It’s a very welcoming place to be, especially for millennials. On TikTok people are free to express themselves and determine the way they would like to be interacted with, seen, and respected online, which creates a powerful opportunity for brands to appeal to their customers with an extremely personalised experience. The trend they follow, the choice of song, and the kind of effect they select are all part of who they are. Brands can leverage this to personalise their experience with each individual user. And because TikTok is a UGC platform, there’s that great advantage that brands may not need to run ads if they get creative with their content. As the saying goes, “Don’t make ads. Make TikToks”.

The social media landscape has and always will be a competitive space, and the rise of TikTok has sparked inspiration for YouTube and Instagram. To ensure they stay on trend, the platforms have released their own new features, mirroring the TikTok style, Shorts and Reels.

AR effects, speed controls, and the opportunity to align multi-clip films for better transitions are just a few of the creative options available in Reels.

The Instagram Explore page now includes reels, which can also be posted to users’ Stories. Reels can also be posted to your feed, simply select to post upon upload. All Reels will be saved in a separate section on your profile, like how IGTV posts are saved. If you add your own original audio, it will be credited to you and other people will be able to use it to make their own Reels.

Httpool strengthens Twitter partnership as the digital giant joins Aleph Group as an equity holder.

Twitter Inc. (TWTR) is the first of Silicon Valley companies to join Aleph Group, a global company bringing together IMS, Httpool, Wise.Blue, AdDynamo as a stakeholder to support Aleph’s educational endeavors in pursuit of their mission to power the digital ecosystem in emerging countries to unlock and drive economic growth.

The Group aims to provide digital advertising education, training and certification to over 50,000 digital professionals in 90 countries worldwide, creating new digital jobs for the future to underpin economic development in underserved markets.

For over a decade, Twitter has relied on Aleph’s brands – IMS Internet Media Services, Httpool, Wise.Blue and AdDynamo –  to be their exclusive advertising partner in 74 countries where they do not have local presence. Aleph helps Twitter monetize their user base primarily in emerging countries by providing dedicated local sales and support teams, proprietary technology to help advertisers maximize their Twitter investments and a robust cross-border payment solution that helps Twitter efficiently generate incremental revenue in non-core markets.

Throughout the course of their partnership, Twitter has recognized the urgency to provide digital-first education to every corner of the planet.

“Having Twitter as a stakeholder in Aleph is a particular honor and a special recognition for us. This is a clear endorsement of our efforts in educating a new generation of digital professionals, equally everywhere around the globe” comments Gastón Taratuta, Aleph Group Founder and CEO. “Access to quality education is key to personal success, yet some parts of the world keep being left behind. Our mission is to ensure that being a digital expert becomes a possibility for all and we are committed to making that happen.”

The internet and mobile phones have created an information superhighway, and Aleph brands, including Httpool, are paving that highway with educational tools and content to deliver to those parts of the world that have yet to harness the full power of digitalization.

“Aleph has been a valuable and strategic partner to Twitter for many years,” said Sarah Personette, Twitter’s Chief Customer Officer. “With a diverse set of capabilities, Aleph has supported our business globally , both as a sales and technology partner. This investment is a natural evolution in our relationship with Aleph.”

By investing in Aleph Group, Twitter has backed the company’s commitment to training the next generation of digital experts in over 90 countries on 5 continents. They will do so by building a proprietary educational tech platform that will enable professionals of all ages to acquire a local certification and join the community of 50.000 Aleph-trained professionals from across the globe, thus amplifying their employment and career development opportunities.

In a globally connected world, where mobile technology and internet access have become our greatest social equalizer, the skills of the past are being replaced by new technologies. To survive and thrive in the labor market of the future, professionals will need to develop their unique competitive advantages. Digital skills will become a necessity, while those with greater digital skills will hold the key to success.

By Rohit Rawat, Senior Client Solutions Manager, Httpool Indonesia

 

Marketers have witnessed a shift in significance towards social media marketing following the pandemic, with consumers further encouraged to utilise digital channels in their day to day lives.

The level of influence held by social media has evolved incrementally and we have seen an increase in the sharing of product reviews, experiences, and usage related tips and tricks, thus, affecting both the buying and shopping patterns of consumers.

Ensuring that your business is keeping on top of these trends is more important than ever. As the public continues to move online to study, shop, and stay connected, developments such as Informative Tweets help businesses engage with savvy customers and first-time purchasers. Most brands have now modified their communication tactics to maintain connectedness to consumers, especially during the Covid-19 pandemic.

Twitter continues to report steady growth in users, with an increase in the volume of conversations and engagements. Many users are now turning to Twitter as a source of information. The Twitter audience is becoming increasingly influential, receptive, and culturally passionate, this switched on and active mentality is what is believed to be driving results. Moreover, Twitter boasts a plethora of full-funnel premium and innovative ad solutions, combined with more precise targeting, and improved measurement capabilities.

Further benefiting from the ability to connect both brands and businesses with their prominent audience, thus, making it a highly unique and effective marketing platform.

Twitter is a powerful business tool. Brands and Marketers are highly recommended to embrace the platform and incorporate Twitter into their strategies, enabling them to reach new potential customers, gain greater brand recognition, and achieve marketing goals.

Prior to investing in any platform certain matters must be considered, this includes defining KPI’s and determining expectations.

Twitter Success

So, what does ‘Twitter campaign success’ mean?

The success gained through a Twitter campaign is not necessarily in the form of a sale or new customer acquisition, instead can result in extended reach, increased brand awareness, improved customer engagement, follower growth, or higher app installs. Many marketers are known to apply a tactical approach, with the focus placed on short-term goals or vanity metrics. Whereas Twitter campaigns can be designed to incorporate a strategic approach, enabling brands to aim for long term goals, and future successes, they can also apply an ‘always-on’ form of the campaign on Twitter.

Measuring Success Twitter

How to set up a successful campaign on Twitter?

First things first, it is essential to set a clear and measurable goal, ensuring that the key metrics are identified. All goals and metrics should be specific to each platform, it is, therefore, essential to understand precisely what role Twitter should play in your media planning.

Once the above is defined, other matrixes such as audience targeting, bid rates, budgets, and creatives can be set up using best practices. Twitter strongly recommends following its best practices in order to achieve the best possible results from your campaigns.

How to measure Twitter campaign success?

Twitter offers a host of analytical and measurement solutions to quantify the campaigns’ results and help define actionable insights.

1. Account Home:
The account home summarises all account activity, highlighting the top Tweets, mentions, and followers for any given month. This feature also provides detailed information on account performance as well as helpful tips on improving account strategy.

 

2. Tweet and Video Activity Dashboards:
The Tweet activity dashboard (TAD) and video activity dashboards (VAD) display data to help optimise the brand’s performance on Twitter. Brands can leverage these insights to improve ongoing strategy for both paid and organic Tweets.

For each Tweet, you can track the number of impressions, engagements, and earned engagement rates, and for every video posted to Twitter you can track the level of retention, view rates, and completion rates. The tracking information provided for both helps to understand which content resonates most with audiences, the brand can then harness this information and disperse similar content. Moreover, the dashboards prove to be a useful place to visit for content planning.

 

3. Campaign Dashboard:
As for any business, setting clear objectives and tracking results are both crucial aspects for success. The campaign dashboard can be used as a tool to set up all relevant objectives, audience targeting, bids, budgets, and creatives. The results obtained from the dashboard are used to analyse performance and optimise the campaigns.

 

4. Conversion Tracking:
Conversion tracking enables users to track conversions that have resulted from the Twitter ad campaigns, this also allows for website links to be included for more effective ROI measurement. By enabling the tracking of users on a brand’s website, and the engagement with the brand’s ads on Twitter, you can identify the highest performing ad campaigns. Most importantly, these solutions are all free features available to all Twitter ad accounts.

 

5. Twitter Measurement:
Twitter provides advertisers improved transparency into their campaign performance, using 1st-party solutions and 3rd-party measurement insights. The goal is to empower advertisers with measurement solutions to better understand how campaigns help achieve their broader marketing and business goals. These include access to features such as audience measurement, viewability, incremental reach, brand lift, mobile app measurement, website attribution, and marketing mix modelling (MMM).
(*The availability of measurement solutions may vary from market to market and might be available to select in ad accounts).

There are ample ways, as outlined above, to quantify the performance of the Twitter campaigns, and it is essential to utilise these insights and consistently analyse data to allow for continued improvements, therefore resulting in the most effective Twitter campaigns for you.

Christmas is a time to wow your customers, bring the festive magic alive, and showcase your products and services in the best ways possible. There is no arm in taking a sneak peek at the competition to help you decide how to approach your audience this holiday season. Keep reading to discover how other global brands have started their Christmas advertising.

Cadbury

We all know the creamy taste of a Cadburys chocolate bar, but how can the brand ensure they are unmissable to customers this Christmas? Cadburys took to Twitter to discover new ways of engaging with the audience and driving their message.
Cadburys created excitement amongst their audience by designing a competition, to enter participants were asked to post their Christmas wish. The responses were then reviewed by Cadbury and the top 24 chosen as winners and granted their Christmas wishes.
Following the competition, the brand released a heart-warming promotion video showing the winners receiving their Christmas wishes.

 

Cadbury

The outcome? The #Cadvent campaign not only got conversations flowing on the Twitter platform but also drove up ROI £4.93, drastically overachieving benchmark figures, and delivering one of the highest campaign ROIs that Cadbury has ever seen.

 

Lidl
For the first time @LidlGB, the huge supermarket chain decided this year to launch its Christmas advertisement on a digital channel rather than on TV. The brand was eager to try something new, with the aim of generating mass awareness across diverse audiences and increasing the conversation flow. The chosen platform for this new approach was Twitter.
To ensure the ad reached the widest possible audience on Twitter, @LidlGB launched a scheme to showcase itself in premium positions across the UK, including apps and timelines using both First View and Promoted Trend Spotlight. The brand also created and promoted customised emoji’s featuring the robin from their advertisements.

Embed tweet here.

Lidl

The results were remarkable. The pre-holiday tweet achieved 1.9 million views, which is a 30% overachievement on the target, generating substantial engagements, as well as upwards of 20,000 Likes. Additionally, the campaign also saw a total of almost 6.4 million video views, over 60% higher than the target. Further achieving a lower cost per view than anticipated as well.

Therefore, as you can see from these examples, building a strong storyline for your audience and incorporating a full-funnel approach is considered to be the best methodology for this impending Christmas Season. Brands that build their recognition, that can remain relevant and stand out this Christmas will be the most successful, using multiple ad formats will help encourage this. Let the Christmas cheer begin!

by Pauls Perkons, Twitter Performance Director, Httpool

With Christmas only around the corner, consumers are preparing to begin the tradition of endless seasonal shopping expeditions, hunting for that perfect gift, the best deals, and possibly a little treat or two for themselves. With the endless options out there, is there a way to simplify the task, potentially helping consumers avoid square eyes as they search through platform after platform.

The use of social media in this decision-making process has become increasingly more popular over recent years. Did you know that Twitter users are reported to be three times more likely to gain inspiration for gifs from the social media platform compared to non-users.

Twitter can act as a showroom for users, providing insight into happenings around the world, the platform is heavily focused around conversations and interactions between users. Twitter is a fantastic recourse for brands, encouraging conversations on Twitter is one of the best ways to increase brand sales revenue and recognition. As little as a 10% increase in brand conversation on the platform can result in a revenue increase of up to 3%.

Twitter Christmas

For Twitter users the Christmas season is an important one, a time to discover not only news and entertainment, but also recommendations for the perfect Christmas purchases. 40% of Twitter users say that Twitter influenced their gifting purchases over the festive period. However, the influence of Twitter conversations is not just for Christmas, the Halloween period is also a catalyst for holiday shopping with festive conversations steadily rising from early November.

Jumping on the holiday conversation bandwagon has never been more important as reports show the Christmas shopping season begins earlier every year. This year the intrigue began as early as June, at which point a 78% increase in holiday shopping conversations took place compared to May 2021.

So, what should you keep in mind when planning for Christmas?

Twitter insights Christmas

Most importantly, what do users not want to see? Constant reminders by multiple advertisers that they are late with their Christmas shopping. With 72% of Twitter users reporting that they would prefer to see light-hearted Christmas ads, ones that distract them from the impending date rather than remind them. Where possible it is also recommended that referencing of the Covid-19 pandemic is avoided, allowing the users to enjoy the magic of Christmas and escape some of reality whilst they search. Reports suggest that 61% of users admit that they avoid looking at Christmas ads that are too emotional.

One shoe does not fit all. Whilst some campaigns require a sense of urgency to drive results, this same approach might not fit the sentiment associated with the festive period. Ensure you test and research your method and use the correct one for your brand.

Moreover, Twitter Insiders UK, reports that 41% of users prefer fictional characters and settings over real people and true stories when it comes to creative content. Test out using animation & fantasy characters in your creative content.

Furthermore, even at Christmas it helps to remain up to date with social causes, therefore if for example sustainability is something your brand focuses on then be sure to still feature this in your Christmas campaigns. More and more people are taking the initial steps to sustainable gifting.

Finally, it is important to utilize a full-funnel approach and build more impressive storylines. Using multiple ad formats will help with ad recognition and has proven to increase the probability of the campaign’s success. Advertisers utilizing three or more ad formats tend to see higher awareness and purchase intent.

Twitter Christmas

This Christmas, get your holiday season preparation in full swing, and take advantage of the audience on Twitter.

By Sandeep Sabharwal, Twitter Business Lead, Httpool India

 

Generation Z is the next big demographic for consumer brands to attract, with an estimated $44 billion in purchasing power for those born in 1995 or later – a figure that will continue to climb as more and more are entering the workforce and attending college each year.

 

So, let’s take a look at the features of this generation of “digital natives.” Generation Z is more progressive and more culturally diverse than any generation we’ve seen before, and of course, is set to be the most educated. This generation also rejects labels, is radically inclusive, and spends time weighing all their options before purchasing.

 

The power of Twitter for Gen Z

Twitter reaches over 45% of people aged 16-24 globally, and 51% of these are daily users (Source: Global Web Index, Twitter Users, Global, Q1 2020 – Q4 2020. Data retrieved May 2021). But, why are they using the platform?

Twitter Gen Z

We’ve compiled the latest research showing exactly what generation Z is looking for on Twitter, as well as how you can incorporate this data into your Twitter marketing plan.

 

Co-creation and engagement possibilities should be encouraged

According to a survey by AdReaction, Gen Z customers prefer businesses that allow them to take action, vote, or make a decision. Look for ways to create content and adverts encouraging interaction to boost engagement. Twitter Polls, discussions, contests, and promoting user feedback are all great ways to get people involved.

 

Gen Z Twitter 2

Consider collaborative product building

A National Retail Federation survey revealed that 44% of Gen Z consumers stated they were eager to contribute to new business ideas. So reach out to your younger audiences when searching for new product ideas, customization pathways, or innovative twists on existing products.

Gen Z 3

Keep an eye on the frequency

According to AdReaction, Gen Z members are heavy social media users, visiting platforms multiple times a day. Keep an eye out for opportunities to attract their attention by monitoring busy periods throughout the day.

 

Gen Z 4

Continue the conversation

The National Retail Federation reported that 47% of Gen Z claimed that when communicating with companies on social media, they either didn’t get a response, were dissatisfied or were neutral about the responses. Here, the importance of punctuality cannot be overestimated. 

Create a Twitter customer service strategy, when your followers share your material, thank them. Be sure to respond to brand mentions, relevant hashtags, and product images by retweeting or quote tweeting. Make your company the one that replies and the one Gen Z customers remember for its excellent customer service.

 

Communicate product information and images

Social media influences 80% of Gen Z’s purchase decisions. Use this to your advantage, distributing and cross-promoting product videos and images via Twitter. Positive client comments and reviews should be highlighted and discounts and sales should be shared. Make it simple for people to locate you and become enthusiastic about your business through exciting launches on the platform.

 

Go Visual 

According to AdWeek, 44% of Gen Z customers look at product photographs, making them a very visual generation. Incorporate eye-catching pictures, videos, memes, and infographics into your strategy to give your Twitter presence a visual edge. Video is particularly effective; according to Forbes, Gen Z watches more than two hours of online video daily.

Gen Z 5

Utilise Influencer Marketing 

According to Deep Focus, 63% of Gen Z buyers prefer to see genuine people in advertisements. This audience connects deeply with influencers so look for opportunities to include real, relatable people in your material. Retweet influencer marketing content, highlight short videos from consumers, and give them a behind-the-scenes look into your company.

 

Gen Z 6

Farshad Dabeshkhoy, Managing Director at Wise.Blue

 

Black Friday is the biggest shopping event of the year. In 2019 in the US alone 93.2 million people shopped online, online sales hit a figure of $7.4 billion. With all of this money to be made on the online shopping market alone, you will not want to miss a chance to boost your sales with Wise.Blue a Twitter partner which provides companies with the technology to see the full potential of what performance marketing can do. The technology Wise.Blue offers will help with workflow efficiency, creative management, ad and campaign analytics amongst many other services. You may ask the question; how can I increase sales amongst the Black Friday advert chaos? So here we have provided you with some top tips on how to increase sales during this period. 

 

Catch the early birds 

The first thing we urge our clients to do is to start advertising early, every brand is going to be having some form of sale or discount event, so you want to ensure that your customers know what is coming before they begin looking elsewhere. By starting Black Friday marketing campaigns early creates interest and demand for this event as well as boosts the awareness of your offer. With the pandemic still looming there will still be more people shopping online as opposed to waiting in lines outside their favorite stores for their own safety. By offering your customers a pre-sale a few days prior to Black Friday will mean customers can get their orders in before the shopping rush. The offer will be the same as the Black Friday offer. It will just begin earlier! This will help your customers to navigate the site more easily as it will not be overwhelmed with traffic and will also help you to manage your stock more accordingly. 

 

Extend Extend Extend!

With Black Friday being the final big discount event before the festive season as well as starting the sale early you may also want to extend it to catch some latecomers. The online shopping market has its own shopping day called Cyber Monday, with most brands ending their discount after this date. It is a great opportunity to extend the discount and find those customers who your competitors may have missed. 

 

Make your Twitter customers feel like a VIP

Offering offers for your Twitter customers is a great way to create more engagement as well as more conversion opportunities. By offering a special discount or deal for these customers helps to boost your social profile and create a more personal experience with your customers. 

 

Catch ‘em while you can 

Wise.Blue provides a service to its customers that can help target more specific audiences for Black Friday campaigns to increase traffic and conversions, these audiences can consist of previous Black Friday shoppers, Influencers, those who have an interest in the subcategory of your business such as fashion, beauty tech, etc. and audiences who already buy/ use similar products or services to the ones which you provide. 

 

Another way to create these audiences is by using Twitter to engage with audiences over trending events and topics, since Twitter users are always the first to share their opinions on trending topics, why not use this to your advantage? You can create topical social media posts which can generate a connection with Twitter users and your brand and can present future possibilities also. 

 

Practise run

Testing how you plan to run your market strategies for Black Friday will mean you are able to see the successes and failures of these plans. By finding the flaws in your plan you are then able to correct any errors which ensure you are fully prepared for successful execution. By conducting an A/B test will help you to compare offers, geos, audiences, who is responding better, ads, creatives, tweets, and call to action. 

 

Creatives. What creatives should the clients use?

In the week of Black Friday, many advertisers will communicate similar Black Friday messages, so there’s a need for a message that stands out. By using Wise.Blue creative manager will help to manage ad creation in bulk and find insights from historical creatives. Carousel ads help to reach unique audiences through multiple images or videos. 

This format may improve link click volume and CTR, along with conversion volume and conversion rate. Wise.Blue offers Multi-Destination Carousels with custom headlines and unique URLs.

 

Automate, optimize and analyze 

During this period brands have many ad campaigns all running at the same time for maximum engagement and conversion, by using automation helps manage your Twitter campaigns. With the appropriate automation in place, this results in less wasted time and less money spent. 

 

Wise.Blue Automated Catalog Ads will integrate Black Friday product catalogs to automatically produce ads, this will automate product ad creations showing variations in creativity, price, and availability. Wise.Blue  Dynamic Creative Optimiser will identify and optimize the best performer ad

 

Wise.Blue’s AI stops underperforming ads, reallocates and scales budget across campaigns. Machine learning-driven algorithms assure 24/7 automated optimization. Advertisers can also benefit from deep learning prediction models to automate bid and budget allocation, control volume, efficiency, target KPIs and spend limits.

 

For website 3rd party measurement it is best to exploit AUTO-UTM tagging from Wise.Blue site; Wise. Blue is directly integrated with Google Analytics. Also, you can be accessing data through a real-time API connection with mobile app tracking platforms like AppsFlyer or AdJust. Utilize data imports to optimize your Black Friday Twitter campaigns.

 

Manage Campaign Complexity

Campaign management is all about time efficiency and economy. With Wise.Blue, advertisers can spend less time for setup and get more time to optimize and scale. Automate and efficiently manage multiple complex campaigns with a 360-degree view at a click of a button. Wise.Blue includes bulk edits, bulk creative, and targeting uploads together with tweet permutations. Product catalog integration and ads automation remove the burden of manually creating individual ads.