Twitter Advertising
Twitter has revolutionized breaking news and provided unparalleled access for users to connect with both niche and mainstream influencers.
With 328 million monthly active users, it remains one of the most popular social media platforms.
Where Twitter Advertising Shines
Well, it isn’t really Twitter advertising that shines…
Unlike Facebook, Twitter is still a viable network for organic engagement. Brands don’t need to pay in order to reach their followers, which enhances the platform’s value even when running paid ads.
On average, Twitter users shop online 6.9x a month, while non-users shop online just 4.3x a month. And there’s particularly good news for smaller businesses: Twitter reports that 60% of users purchase from an SMB.
Ecommerce stores today use Twitter ads primarily to drive brand awareness and promote specific products for direct conversions. The most common model is Twitter website cards hosting under 100 characters and displaying some variety of rich media.
How To Set Up a Twitter Advertising Campaign
There are a number of different campaign types you can set up in Twitter:
- Promoted Accounts
- Promoted Tweets
- Promoted Trends
- Website Cards
Twitter Advertising Advanced Tactics
- Use a relevant, compelling image that gives context to the viewer, fits your brand and draws attention. Rich media is a non-negotiable on Twitter.
- Be very targeted with the products or lead magnets you choose to promote. Twitter requires a more focused approach than other channels.
- Use a “Shop now” CTA to direct warmer leads back to an ecommerce site. Again, be sure this is taking them to the specifically advertised product page or the advertised discount or other lead magnet offer.
- Build user engagement directly into the ad. Twitter excels at direct connection between brands and consumers. Take advantage of that in your ad campaigns.
- Prioritize brevity: in the ad, landing page, offer copy, etc., Twitter is all about brevity.
Pinterest Advertising
Pinterest is unique. It’s visual, like Instagram, but unlike Instagram, it is highly targeted toward women with an 81% female user base.
With 175 million monthly users, it’s also an incredibly active platform.
Where Pinterest Advertising Shines
Pinterest is widely regarded as a strong platform for ecommerce sales.
- Engagement is high.
- Images are often built around custom product creation.
- Users intentionally use the platform to find and purchase creative products.
Promoted pins blend into the Pinterest boards and don’t distract or put off would-be Pinterest users like some other platforms do. Pinterest’s demographics suggest products targeted toward millennial women from the U.S. will do very well with their ad platform, and case study data confirms this.
Ecommerce retailers particularly love the value of Pinterest’s highly targeted search engine and use Pinterest ads to promote their brand and products.
This process is accomplished by picking a high performing pin and promoting it based on engagement or visits to your store.
The promoted pins are then placed in more relevant positions across Pinterest’s boards and are highly visible to those browsing and searching for keywords associated with your brand or related items.
Pinterest Advertising Advanced Tactics
- Creativity sells. Users are looking through hundreds of pins in rapid succession. If you want to get noticed, you need to stand out, either through pure creativity or creative attention grabbing.
- Focus on trends. What are competitors posting? What searches are trending? What products are hot?
- Engage with your followers. Repin your fans and use curated repins to expand your audience and tap into larger audiences.
- Be detailed. Pinterest is essentially a search engine. Include long, detailed descriptions with keywords and hashtags.
- Be very intentional about where your pins are linking. The click-through destination will determine whether or not you waste the click or turn it into a lead or sale.