Tuesday, October 24th, 2017 | 10 min read
There’s no place like Twitter for the holidays. It’s where consumers go to research purchase decisions, talk about their shopping experiences, and interact with brands. As Twitter reported, there were more than 80 million tweets about holidays from July 2016 to January 2017, and holiday campaigns on the platform generate $6.67 per $1 spent by advertisers.
Twitter users also start their holiday shopping early. According to the social network, 84% of users are planning to look for deals, reviews, and gift ideas. And 40% start their holiday shopping before Halloween.
That’s why it’s important to advertisers to start launching their holiday campaigns now. With Twitter’s ad formats, tools, targeting capabilities, and analytics, this process doesn’t have to be so overwhelming. In fact, Twitter can be a cornerstone of your holiday marketing and sales engine.
Ready to start engaging your consumers on Twitter? Here’s what you need to know to boost your advertising strategy for the holidays, one tweet at a time.
Twitter sorts its suite of campaign types by objective. It’s up to you to choose what you want to accomplish with your holiday advertising. Let’s take a look at the options.
Drive conversations on Twitter by optimizing your ad for engagements, such as retweets, favorites, and replies. This is a great tool for building buzz around your holiday offerings and encouraging customers to interact with your messages.
For instance, Kohl’s took the opportunity to promote tweets about Cyber Week deals, like this one:
— Kohl’s (@Kohls) December 6, 2014
To help brands drive even more engagement, Twitter recently announced its new conversational ad feature, which lets users answer questions from brands and share their responses with customizable hashtags. Once a user clicks on a button, they can choose to send a pre-crafted tweet about it to their followers or write their own tweet. This new tool allows brands to generate more earned media at no extra cost. By asking the right questions, marketers can also gain a better idea of which audiences are responding to certain products.
With these ads, anyone who clicks on the content of your tweet (such as an image) will be taken directly to your website. Want to drive sales on your online store and get people browsing through your holiday catalogue? This might be the best solution for you.
Your business may have an app that helps customers make purchases or get the most out of their product experiences. If that’s the case, you want to get your app in front of as many people as possible, especially during the holidays when many are overwhelmed with buying gifts. By launching an app install campaign, you can invite viewers to click on your add and be taken directly to a page where they can download your app.
You have 280 characters with which to promote your Twitter account: Go. Whether you choose to offer customers exclusive updates, discounts, or product offerings, running this campaign will help boost your follower count and build your Twitter community. This can be particularly helpful if you’re using your page to launch holiday contests, share special sales, and make important announcements about products and gifts. You can also run an always-on follower campaign to keep engaging your target audience even after the holiday shopping sprees are over.
Twitter recommends keeping these ads simple and to-the-point. Include the word “Follow” (to drive action) and avoid using links, hashtags, or other usernames.
For marketers looking to reach holiday shoppers with native Twitter video, best practices include adding an attention-grabbing thumbnail and aligning your broadcast media buy with the Twitter TV Targeting feature. Twitter also recommends including branding early in the video so users get the most important information in the first few seconds.
For example, Best Buy incorporated video into its holiday 2014 #HintingSeason campaign, which encouraged followers to use the hashtag and tweet about what they wanted for the holidays.
— Best Buy (@BestBuy) November 25, 2014
Best Buy then granted the wishes of six lucky tweeters and even filmed three of the special deliveries. The company also tapped Vine stars like Manon Mathews and the Eh Bee Family to create funny videos for the campaign.
With a strong lead generation strategy, you can drive customers to make purchases and establish the ROI of your ads. This is especially crucial during the holidays, when marketing competition is fierce. To that end, Twitter provides tools, metrics, and analytics to help you make the most of your ad campaigns.
Through Twitter’s ad platform, marketers can target their audiences by gender, language, device, service carrier, keywords, interests, behaviors, and users similar to their followers. They can also create tailored audiences of people from their own email lists and databases.
Advertisers can even target by events through Twitter’s events calendar. Maybe there’s a big holiday show coming up that you know your customers will watch. You can create targeted, timely ads to reach them as they tweet during the event.
If you’re not sure where to start with your targeting, try Twitter’s audience insights tool to learn more about your followers’ interests, buying styles, and even household incomes.
Once you have your campaigns set up, you can measure their success through Twitter’s analytics dashboard. Based on the type of ads you’re running, you’ll be able to measure a combination of link clicks, influencers, installs, retweets, engagements, and impressions. You can also segment your results by targeting criteria to see which demographics responded best to your messaging. With these metrics on-hand, you’ll be ready to optimize your campaigns for peak performance and reach customers in the most effective ways.
Advertisers can create Website Cards to give users an easy way to visit their brand site. For example, retailer MVMT Watches launched Website Cards during the competitive holiday season to boost sales among Black Friday and Cyber Monday shoppers.
MVMT 15% Off Black Friday Sale! Save on our Entire Collection for a Limited Time. https://t.co/HdLRLi8qwk
— MVMT (@mvmt) November 26, 2015
Twitter recommends creating a sense of urgency with your Website Card: “Let shoppers know you’re having a 24-hour holiday sale or that you’re running out of your best sellers. You can even countdown the days left until a major holiday to remind them that it’s time to shop!” Take this ad from Sam’s Hot Sauce, for instance, which tells people they only have 15 days left to order gifts at 40% off.
Only 15 shopping days left! Are your gifts spicy enough? Shop our best-sellers; 40% off. https://t.co/XfuzV8J6Js
— Sam's Hot Sauce (@SamsHotSauce) September 8, 2015
In addition to the Website Card, Twitter recently launched the Video Website Card, which opens up opportunities for advertisers to showcase their products and brands in an autoplay video format. During the holidays, brands can use this tool to share seasonal advertisers or even product demonstrations with a digital audience.
To connect with customers who have already interacted with your brand, tap into Twitter’s remarketing tools. For instance, you can get your message in front of people who have visited your website, used your app, or signed up for your newsletter. This way, you can deliver personalized messaging and give customers a nudge to complete the buyer journey.
In order to run remarketing ads or track users who convert to your website, you’ll have to set up online conversion tracking. You can do this by planting a conversion tag on your website page of choice. Then, Twitter can simply track users who visit that page by clicking through your ad. This not only lets you see how successful your ads are, but it also lets you isolate that group of converted customers and deliver more personalized messaging just for them.
By being open to your customers’ interests, concerns, and needs, you show that you hear them and that you’re committed to helping. As Twitter found, 77% of customers who receive friendly or personalized brand interactions on the platform are likely to recommend that brand to their friends.
Does a Twitter user have a question about a certain sale? Monitor their tweet and respond in real-time. Did someone offer a positive review of your product? Give them a shoutout or a special offer. Is a customer having an issue with one of your services? Reach out to help with the DM Prompt feature. These strategies can go a long way in differentiating your brand from competitors.
You already know where your consumers are going to share their shopping experiences and make purchase decisions. All you have to do is be there when they scroll through their feeds.
Whether you’re looking to engage last-minute shoppers, boost a big holiday sale, or meet your Q4 quota, it’s never too late to launch new holiday campaigns on Twitter. And with features like event targeting and promoted tweets, sharing the perfect message with the right people doesn’t get much easier—especially during crunch time.
Ce site web utilise des cookies pour vous vous assurer une expérience de navigation optimale.OK En Savoir Plus
Diese Internetseite verwendet Cookies, damit Sie die Funktionen der Website optimal nutzen können.OK Weitere Informationen finden Sie hier
Este sitio web usa cookies para asegurarnos que usted reciba la mejor experiencia en nuestro sitio web.OK Aprenda más