Twitter saw a 38% year-on-year increase in Tweet engagement, while users watching some form of video amounted to an average of 71% of sessions with a 34% year-on-year increase in video watch time
Hosting a virtual webinar, text-based social media platform Twitter revealed several points on how brands and agencies can better leverage the platform to build their audience and presence online, highlighting key insights and features made to boost online performance.
During its #TwitterGameplan event, it stated that the platform saw a 38% year-on-year increase in Tweet engagement, while users watching some form of video amounted to an average of 71% of sessions with a 34% year-on-year increase in video watch time.
When it comes to brand KPIs, Twitter’s Meta-Analysis platform noted that a 10% increase in conversation can increase brand sales revenue by up to 3%, while 91% of respondents to the survey are looking for new brand launches on the platform.
Twitter launches are highly captivating according to Twitter, pointing out that launches on the platform lead to an average 83% lift in ad recall, an 18% lift in brand awareness and a 15% lift in message association.
Twitter advised brands to use multiple formats, with a Nielsen Brand Effect study showcasing that using 3+ ad formats increases the probability of campaign success.
From #FinanceTwitter to #MusicTwitter, #GamingTwitter to #BeautyTwitter, these passionate, real-time conversations also enable brands to understand, engage, and drive action around what their audiences care about right now.
Twitter pointed towards 3 main points for brands and agencies to consider when using the platform to reach audiences; only connect when ready, set campaign objectives in advance before selecting ad formats, and test and optimize your campaign before launching.
It recommended brands study up on trending topics rather than diving in head first, “join it naturally once you and your brand are comfortable with the topic.”
The platform suggested marketers and brand owners to optimize campaigns using the Performance Campaign ABCs; Audience - Larger audiences allow more scale and efficient auctions, Bids - the most effective lever to scale or reduce campaign impact, and Creative testing – including ad formats, copy and visuals.
Highlighting recent success on the platform, Fahdah AlArifi, Chief Executive Offices of Nawafth Rihyad stated that its latest Twitter campaign resulted in 7,000 new investor registrations, resulting in 32 new POs totaling 52 million riyals for SMEs.
Sari Kazma, Managing Director of Dice Marketing and Advertising, shared his own experience marketing on the platform, stating that “Our client specialized in connecting financial lenders with borrowers looking to grow their businesses. Through the use of Twitter’s targeting features such as Follower Look-alikes and interest targeting, we were able to drive connections with audiences that were interested in banking services. The campaign was a resounding success with a 24.14% click-through rate and a cost per result that was 20 times lower than benchmarked cost per clicks.”
Sessions are available to watch on Twitter Business. Twitter’s 2021 Agency Playbook can also be found here.
