In a bid to get consumers talking about brands and spread the word, Twitter has launched a new ad format called conversational ads. This will help brands drive more earned media and brand influence. These formats also make it easier for consumers to engage with and then spread a brand’s campaign message.
“For many years, marketers have successfully increased their brand engagement using Promoted Tweets with compelling images or videos and campaign hashtags that drive Retweets, likes, and follows. Conversational ads take this a step further by including call to action buttons with customisable hashtags that encourage consumer engagement,” the company explained in a blog post.
The ads are now available for beta testing and come with call-to-action buttons. When a call to action button is tapped, the Tweet composer opens with a pre-populated brand message accompanied by the creative and hashtag buttons. The consumer can then personalise the Tweet and share it with his or her followers.
“Each shared Tweet is powerful because it drives earned media for the brand at no extra cost, resulting in higher ROI. Additionally, research has shown that organic conversation about a brand delivers significant value for advertisers,” the blog post added.