In this edition of ICYMI we discuss Twitter’s new advertising option and whether the platform’s 140-character limit may soon change.
In an effort to increase engagement for advertisers Twitter has introduced conversational ads, which, as the company explains, “take this [brand engagement] a step further by including call-to-action buttons with customizable hashtags that encourage consumer engagement.” The ads encourage users to tweet one of two responses, usually to a yes/no or Option 1/Option 2 question, by clicking on a button within the ad. For example a movie theatre chain could promote two upcoming releases, asking users to tweet the film they are more excited to see. A tweet then auto-populates for the user to post.
For social media managers and digital marketers, conversational ads are an opportunity to add another element to your outreach strategy. Currently available in beta for select advertisers, Twitter is asking brands to contact their Twitter account team if they would like to test conversational ads.
Recently, Re/code broke the news that Twitter is testing a feature that would expand tweets from 140 to (up to) 10,000 characters. The new-look tweets are rumoured to have ‘read more’ buttons that allow for the platform’s feed to maintain its current look and feel, but accommodate longer messages. Think of it as a tweet … that links to the rest of your tweet (instead of offsite content).
If the rumours are true, social managers will have a lot to think about. Twitter has long been used as an amplifier for brands who leverage the platform’s broad network to increase traffic to other channels. The concise, 140-character limit forced us to be creative; to say more with less. With a 10,000-character limit, will Twitter become a publishing platform? Or do we risk splitting our audiences with yet another publishing platform to maintain (and monitor and track)? Only time will tell.
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