Martech Spaces: Twitter
In July this year, Marvel tweeted about its upcoming release Wakanda Forever, with a modern version of Bob Marley’s No Woman, No Cry playing in the background. Millions of Marvel fans scrambled onto Twitter timelines to find an answer to the big question, “Who is the next Black Panther?” This undying curiosity compelled 1.3 million […]
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In July this year, Marvel tweeted about its upcoming release Wakanda Forever, with a modern version of Bob Marley’s No Woman, No Cry playing in the background.
Millions of Marvel fans scrambled onto Twitter timelines to find an answer to the big question, “Who is the next Black Panther?” This undying curiosity compelled 1.3 million fans to watch this teaser released on Marvel’s official handle on 24 July.
In the days leading up to Saudi National Day celebrations, the Saudi Tourism Authority effectively used Twitter to create a buzz around Saudi National Day. STA launched the dedicated Twitter handle @SAFoundingDay, which received 139 million impressions, 27 million video views and a 38 per cent view-through rate.
STA used Twitter Takeover and launched this campaign to establish this new holiday in the kingdom. To sustain the ongoing buzz around the National Day, the STA even used images and carousel ads that boosted ticket purchases on the Founding Day website going live with a Twitter Live Event page.
These are some of the much-hyped moments on Twitter that dotted this summer. Millions of Twitterati gathered to watch and discuss the most significant socio-cultural and political moments, and connecting them through this social media platform provides a substantial opportunity for marketers. Several brands successfully capture their existing and probable users’ attention by leveraging these moments. It allows them to engage with consumers during their biggest launches and brand moments.
Knowing this, marketers creatively design their ad campaigns to grab the maximum attention of consumers and further their business goals.
Twitter Focuses on MENA
Brands and government authorities in the MENA region are ahead of their counterparts in other areas and are successfully using this platform to create buzz around their initiatives and launches. Knowing how MENA brands creatively use this platform to engage with their consumers, Twitter focuses on brands and marketers in this region. It is helping them tap into the conversations and communities, creating awareness for brands and driving their performance during moments that resonate best with local audiences.
Antoine Caironi, Interim Regional Director of Twitter MENA, said, “With so much happening in the world, Twitter, more than ever, remains the place to connect with the biggest events and conversation drivers as they unfold in real-time, where people are engaged, leaned-in and influential.”
Twitter Trends in Saudi
Twitter MENA recently released the Twitter Trends 2022 Report for Saudi Arabia, which showed how Saudi conversation trends are consistent with Twitter’s observation of its global users. ‘Finance Going Social’ trended in conversations from the region and was consistent with the global trends on social media.
The report shared that people in the kingdom discussed cryptocurrencies, online retailers, digital banks, and smart cities. The second popular trend was Identity in Transit, reflecting feelings of pride in place, openness to new experiences, more gender balance in relationships, a desire to be recognised, and a melding of identity and personal aspirations.
This report also indicated growth in conversations around pride for smart cities and NEOM (172 per cent), alongside aspiring to achieve the Saudi dream (161 per cent). The third trend observed in the region was Eco-innovation, with sustainability being the main attraction, with Saudi users discussing the country’s future and individual advancement and opportunity. The platform recorded a YoY increase in conversations from Saudi around the tech (49 per cent), electric cars (55 per cent) and smart cities (+180 per cent). While making the most of these popular trends on Twitter, brands worldwide are creating marketing moments. Twitter has launched several tools to make marketers’ jobs easy. Here are some of the trends that are setting timelines on fire.
Timeline Takeover
Brands seeking maximum exposure on the product launch day use the Timeline Takeover tool. It gives brands visibility for 24 hours, from midnight to midnight. This feature launches brands at the top of the conversation as the first ad of the day, so users coming to the platform will see the brand’s ad as the first ad. Brands can use an immersive autoplay video at the top of the timeline.
Trend Takeovers
With Trend Takeovers, brands can promote big events. With this feature on, promotions appear in the first or second slots of the Trends for You, the section in the users’ explore tab and the What’s Happening module on Twitter.com. This feature, too, lasts for 24 hours. These promotional tweets are followed by authentic tweets about the conversations surrounding the trend. 6-second videos, GIFs, and static images can be part of this feature. Brands combine Trend Takeovers with Timeline Takeovers to achieve more impact. It has three components: the #Hashtag (max 20 characters), Trend description (optional, max 70 characters), and Companion tweets appearing in people’s timelines.
Branded Likes
Twitter introduced branded likes, an add-on feature to the Timeline Takeover. This feature is an add-on with exclusive ad packages
enabling advertisers to maximise their brand exposure and drive additional engagement and buzz around the brand moments. Like all other features, this one, too, stays for a day. Brands using this feature can select a hashtag and have ten translations – for their Branded Likes. The custom-branded Like animation will pop up whenever a consumer taps the Like button on an organic or promoted tweet containing the pre-selected hashtag. Disney, Paramount Pictures, and Tesco have used this feature.
Conclusion
With more than 145 million active users and around 500 million tweets sent daily, this micro-blogging site can be intimidating for marketers wanting to use it as a marketing tool. However, auditing the account, setting goals, knowing about competitors and their strategies, assigning responsibilities to handle the account, and preparing a content calendar for creating brand moments can help brands win this micro-blogging game.
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