After researching 7,000 ads, Twitter gives 'effective advertising formula'

Different advertising combinations can produce different effects. This is a fact that every brand that advertises on overseas social media platforms understands. But what kind of ad mix is ​​the best and most effective? This is a problem that has always plagued brands.

In order to help brands solve this problem, Twitter's official team conducted research on 7,000 different combinations of ads on the platform, and summed up a set of "effective advertising formulas". We share it, hoping to help more overseas brands improve their delivery efficiency and advertising effect.

3 major advertising goals and corresponding formulas

The advertising objectives of the 7,000 ads in the Twitter study were distilled into 3 broad categories:

☐ Build brand awareness

☐ Increase purchase intent

☐ Improve brand favorability

In contrast, different strategies can be adopted to improve different goals.

Build brand awareness

"Building brand awareness" seems to be an abstract concept, how to measure brand awareness, in Twitter's research, it represents the number of users entering the brand's official website or official application through Twitter advertising.

For this purpose, you need to combine the buttons of the official website/official mobile app with visual content such as pictures and videos. Such content is up to 7x better than text or dialogue alone.

Types of visual content include: single image, carousel, video

Increase purchase intent

This advertising goal is well understood, and any brand that needs to sell a product wants to directly drive sales conversions. So how to do it on Twitter?

The logic given by Twitter is that "the more times you see it, the stronger the purchase intention." Therefore, Twitter recommends using Twitter Moment, Twitter native video and video with button for promotion.

It's worth mentioning that Twitter Moment is a less common Twitter native feature. Its function is to generate an account-customized "collection" of published tweets with a specific "cover + topic". This collection can be posted on its homepage like a normal tweet, or it can be sent directly to specific users without being displayed publicly.

The role of Twitter Moments in promoting purchase intention is that, like Xiaohongshu, you can set up the "grass" content of the product into a collection and push it to the target audience, in a customizable and composable information flow in different angles. content to drive sales conversions from users.

Improve brand favorability

Brand favorability can be measured in many ways, and a clearer data performance is the interactive behavior of brand tweets such as liking, commenting, and forwarding. Twitter's research shows that more use of polls combined with pictures can improve users' favorability of brands.

Through Marketing Cloud, you can visually view core data such as fan growth and post interaction on multiple social media platforms, including Twitter homepage. By viewing these data in real time, combined with the advertising plan and cycle, it is possible to effectively measure the promotion effect of advertising strategies on brand favorability.

Epilogue

Although Twitter is not a platform with a large user base, it still plays a role in social media for people to obtain the latest information and discuss hot topics. Through Twitter's official advertising optimization strategy, you can help brands achieve goals such as increasing awareness, favorability, and promoting conversions.

If you have advertising and social media data management needs on the Twitter platform, please leave your contact information and we will arrange someone to get in touch with you.