Spark reactions for your launch with these market-tested tricks of the trade.
Launching something new – a product, a TV show, or a brand campaign – is an exciting yet delicate process. You’re eager to introduce your hard work to the world, but you’ve also got to get it right so your target audience remembers and engages with it.
Breaking through the noise has always been a challenge for marketers. As a go-to platform for successful debuts, Twitter has developed a series of creative best practices to help you succeed, from using video efficiently to nailing targeted business objectives with every Tweet. Marketers who abide by these practices can successfully launch just about anything on Twitter.
Create videos that grab attention.
Twitter has evolved from a text-based medium into a highly visual one. Video on Twitter is a powerful tool: compared to other leading social platforms (in a Kantar/Millward Brown study commissioned by Twitter), Twitter viewers watch video ads 3.5X longer.1 Many marketers turn to their TV assets to leverage on Twitter. But not all TV assets are suited for a fast-paced, media-saturated environment like the average Twitter feed. When you’re launching something new, you need to create videos that capture attention right away.
With that in mind, here’s how to develop video content that’s proven to connect instantly with consumers.2
Drive engagement with a brand hashtag.
Complementing your video with a brand hashtag is a great way to get attention and drive interaction with your launch. In fact, including a brand or product hashtag leads to a 17% higher unaided brand recall for video ads.4
Socializing the perfect brand hashtag is both an art and science, but some marketers tend to get a little “hashtag happy.” So here are some best practices for deploying your hashtag so that it actually serves your launch and builds value for your brand in the long term.
When Tweeting, respect the funnel.
Launching something new on Twitter is a little like online dating: you put yourself out there, but there's a path to go from stranger to beloved brand. Ensure you're producing the right creative to align with your customer in their journey to falling in love with your product.
This purchase funnel shows four incremental steps to creating brand loyalty, from introducing your product to creating a base of devoted customers. When you Tweet about your launch, it’s essential to align your goals to a single section of the funnel. If your Tweet is too broad, you risk diluting your message and trying to boil the ocean.
Use this combination of attention-grabbing video, branded hashtags, and funnel-driven Tweets to ensure your next launch is a success on Twitter. When you’re ready to launch something new, Twitter is the destination for standing out in the crowd, boosting your brand metrics, and increasing your sales. To read more, check out our articles on what makes Twitter the best place for launches, and the Twitter ad products to help you succeed at every stage of your launch.
1Kantar/Millward Brown (commissioned by Twitter)
2Sources: Nielsen, DAN + Twitter Video Content Best Practices Research, May 2015
GroupM Video Best Practices on Twitter, MetrixLab 2017
3Twitter + OMG: 'Twitter Video - Why and How', 2016, UK
4GroupM Video Best Practices on Twitter, MetrixLab 2017