Last week Twitter announced its
newest format for company advertising. This ad format is called “conversational
ads,” in which Twitter users are encouraged to interact with content in an
easier way. Very similar to the poll feature, the format gives users different
options to select via custom hashtags or call-to-action buttons. Through this
Twitter exclusive format, advertisers can drive more earned media and brand
influence. Companies are able to spread a brand’s campaign message quicker and
easier because users simply have to click button and a pre-filled tweet with
the brand message is generated. In addition, these Tweets invite followers of
the engaged users to interact with the Tweet.
While Promoted Tweets have successfully increased marketers’ brand engagement through retweets and likes in the past, conversational ads take brand images and videos to the next level by introducing a call to action. The purpose of advertising is to cause consumers to take some sort of action; therefore, this new ad format helps brands on Twitter achieve this. Original promoted ads and content simply included images or video, causing users to have to take additional steps to interact with the brand by Tweeting the custom hashtags manually; however, conversational ads shorten this process. In introducing an easier way to engage with favorite brands, customers may feel more motivated to do so. Advertisers believe that this new social media engagement strategy will help consumers get closer to brands and extend their presence across Twitter. The only issue that I may see with this new format is the pre-filled tweet generation. Since much of our media is flooded with advertisements, we have developed a mental filter for content that appears to be an advertisement. If users are scrolling through Twitter and see the generated content, they may not care or notice that one of their friends posted it. Do you think this new format will be effective?
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