Twitter Sponsored Content: Q&A With Sebastian Turner

Sure a tweet with an image generates five times more engagement than tweets without images, but adding a picture alone might not do the trick in the fast-paced world of Twitter. The truth is standing out on Twitter can be difficult…if you don’t know how to use sponsored content.

Promoted Posts Twitter

Twitter’s Sebastian Turner broke down the ins and outs of Twitter sponsored content at his recent Vocus webinar, but didn’t have enough time to answer all of the audience’s questions.

Missed Sebastian’s webinar? Catch the on-demand version now!

Below Sebastian answers four of the leftover questions about how marketers and PR pros can use Twitter sponsored content:

Question 1: Sebastian, can you share best practices for the new profile changes? Photos and pinned tweets? Other?

Answer: Your Twitter profile is a home for your business and shows the world what your brand is all about. The new Twitter web profile design offers individuals and brands more avenues to express themselves through a variety of new features.

The new profile features include:

  • Larger profile and header image: The recommended size for the profile image is 400×400 pixels. For the header image, the recommended size is 1500×500 pixels. It’s worth noting the header image will be cropped to a 2:1 aspect ratio on mobile.
  • Bio: Up to 160 characters. Your bio is displayed on your profile header under your name and username
  • Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
  • Pinned Tweet: Highlight great content by pinning a Tweet to the top of your profile page.
  • Filtered Tweets: You can now choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.

Here are a few best practices to help you decide what content to feature in your Pinned Tweet:

  • Showcase Tweets with images and Vine videos – Tweets featuring rich media see higher engagement than Tweets without
  • Highlight new products or services
  • Offer tips and advice – highlight content that your target audience will find useful
Channing Tatum - Twitter

Image via Twitter

Question 2: I’ve been asked to show performance for advertising on social channels. What sort of performance measurement tools does Twitter have?

Answer: Measuring performance for any type of advertising campaign is crucial. At Twitter, we offer a suite of analytics tools to help marketers assess performance both on and off Twitter.

Here are a few tools you can use to track on-Twitter performance:

  • “Followers” dashboard: provides a marketer granular information on the interests, geographic and gender makeup of their followers.
  • “Tweet activity” dashboard: highlights the level of engagements for every unique Tweet. Giving a marketer the ability to see which type of content and Tweets resonate best with their audience.
  • Ads Targeting: marketers can measure performance against all targeting capabilities, including interests, keywords, device, geography and gender.
  • Twitter Cards Analytics: helps brands track performance of their Twitter Cards campaigns.
Followers - Twitter Sponsored Content

The Followers Dashboard via Twitter

With regards to off-Twitter metrics, we recently launched Conversion Tracking to give advertisers the ability to track activity like a website visit or an online purchase. This tool helps marketers gain insight into how to best optimize their campaigns in real time. For example, education brand @Chegg was able to use Conversion Tracking in combination with their Promoted Tweets campaigns to track over 13,000 post engagement purchases and a cost per acquisition of $4.

Question 3: How do we get the details of how to actually do some of these ideas? i.e the retargeting people who visit our webpage?

Answer: We have a full arsenal of advertiser case studies available on business.twitter.com, where you can sort by industry, goal, or Twitter Ads product. These case studies are great educational tools for brands who want to learn from other marketers in their space.

Question 4: Does Twitter offer services to connect brands with influencers/celebrities/etc. to create amplified campaigns if brands do not have existing advocates in the “celebrity” (or internet celebrity…) space?

Answer: This is a fantastic question, and one that comes up quite frequently. While Twitter does not have an in-house solution to address this need, we do have an entire ecosystem of businesses – our Marketing Platform Partners – who help advertisers with their requests like these that fall outside of the Twitter Ads dashboard. To learn more about each partner and their capabilities, visit the Twitter Partner Marketplace.

Want even more Twitter help? Check out the Twitter Marketing and PR Cheat Sheet now!

Image: Esther Vargas (Creative Commons)

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