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By Marissa Kasarov
Imagine you’re opening a new soda shop, and you want to promote your signature ice cream floats. In order to get word out, you must engage your audience, and social media is the most obvious way to do it. So, you take to Twitter and ask your followers whether they prefer coke floats or root beer floats. Now, imagine that every time users choose coke or root beer, they spread the tweet to their followers, who also engage with your brand. Within a matter of minutes, you can have hundreds of tweets cheering for one flavor over the other, thus creating excitement and brand interest among hundreds of new potential customers.
The name for this exciting phenomenon is “Twitter Conversational Ads” and “Instant Unlock Cards”, and they are very real (no imagination required). They create direct business-to-consumer contact that promotes ad interaction and social sharing. Their primary selling point is obviously their ability to go viral quickly, which is something that marketers have been chasing for years.
These Twitter ads allow for direct interaction and engagement in two ways. First, conversational ads create content that encourage audiences to choose a side. Think of it like the fan craze of choosing either Team Edward or Team Jacob from the Twilight series. Now, say Twilight posts a video on Twitter asking you to choose a side. Audiences can click buttons posted under the video, voting in favor of either Edward or Jacob. Then a pre-populated tweet with #TeamEdward or #TeamJacob opens up so that as users share their results, branded hashtags work to get even more fans involved.
The second way these ads encourage engagement is through instant unlock cards. These are tweets that allow audiences to unlock hidden content by tweeting specific hashtags. This works well for platforms like TV shows and films where networks want to promote exclusive video clips or behind-the-scenes footage. For small businesses, this is a great way to offer special promo codes as an incentive to share information about your product or service. Here, again, users will use hashtags in their tweets. Once they do, they receive the hidden content along with a custom message from the advertisers.
Twitter conversational ad and instant unlock cards allow for all sorts of campaigns, including:
- Share with a friend – tag your friend to pass along the message
- Pick Your Team
- Get Your Presale Code or Offer
- Make a Pledge
If your business uses social media advertising, do take advantage of these exciting new ad units. There are so many different ways to use Twitter conversational ads and instant unlock cards to help promote business and brand awareness, engage your audience, and drive sales through Twitter.
Of course, your business should first establish a consistent, authoritative presence on social media. If you’re struggling to produce content that is consistent and drives traffic, click the link below to learn more about how Flair Interactive Services can help.
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