Boosting Brand Banter: Twitter Introduces Instant Unlock Card

How do you know a brand is hot? For one thing, you’ll find that people are talking about it — which is tantamount these days to actively promoting it. Now Twitter wants to help that happen more. Global advertisers can now use conversational ads and...

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cell-phone-1245663_960_720How do you know a brand is hot? For one thing, you’ll find that people are talking about it — which is tantamount these days to actively promoting it.

Now Twitter wants to help that happen more. Global advertisers can now use conversational ads and a brand-new ‘Instant Unlock Card’ that encourages people to Tweet to unlock exclusive content.

“Conversational ads contain compelling images or videos that include call-to-action buttons with customizable hashtags,” explains Twitter’s blog. “The new Instant Unlock Card builds on this by incentivizing users to Tweet by offering access to exclusive content (e.g., a film’s trailer or an exclusive Q&A) after the Tweet is sent.”

The formats — exclusive to Twitter — make it simple for consumers to help spread a brand campaign message.

“It’s a powerful way for advertisers to extend their presence across Twitter,” notes the social media site. “During the beta, brands saw an average 34 percent earned media rate. That means for every 100 paid impressions, an advertiser receives 34 earned impressions.”

In tandem, Twitter has introduced advanced analytics — via a Watchlist feature — so brands can track conversational ad units and see how they perform.

“Even more campaign insights are available to all global marketers through Brand Hub’s Watchlist feature,” noted Twitter. “See how many people are Tweeting your campaign hashtag, how many impressions your campaign earned, and check out the most influential Tweets. Select US advertisers can also track the impact conversational ads have on their TrueVoice score, a metric to help track share of brand conversation in real time.”

Want more details? The specifics of this program are available by visiting ads.twitter.com.

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