Tailor creative and Tweet copy for each audience.
In one example, campaigns used @username targeting to reach food-loving followers of accounts including @FoodNetwork, @Zagat, @epicurious, @bonappetit, and @foodandwine. The Tweet copy was tailored to show the value of the service for food lovers, and the images visually communicated the ease of booking a ride with @lyft, further encouraging users to install the app. The Image App Card brought users directly from their timelines to the App Store or Play Store to install.
“We saw high conversion rates from campaigns that paired relevant ad creative and targeting features,” says David Mausolf, senior online marketing manager at Lyft. “This led us to further diversify our campaigns based on the city and target audience.”
Offer a time-based discount.
To incentivize users to install the app when they saw the ad, @lyft included free credit promotions that expired after a certain time period, driving a sense of urgency with the user.
“It’s a highly competitive market, and with Twitter, we can use Promoted Tweets to extend an offer to take the first few rides on us,” Mausolf says. “Once they’ve taken the first ride, they’re more likely to become a regular user of our app, which is our key objective.”
Captivate your prospective app users with video creative.
Earlier this year, @lyft introduced video creative to the mix. The Video App Card autoplays in timelines, bringing the ridesharing app to life for Twitter users.
“Video App Cards are a great way for us to catch the attention of mobile users as they’re scrolling through their timelines,” Mausolf says. “The autoplay video is immersive and gives us the opportunity to show a preview of the app experience to encourage installs.”
Over the past year, Twitter has become our go-to channel for social media marketing. We’ve seen tremendous results with up to 3X better performance than other media channels ... Our results prove that we’re reaching the right user at the right time with the message that will resonate most with that individual.