In order to stay in the game with competitors like Facebook and Instagram, this year Twitter has made significant changes to make the most of its advertisers.
In a recent study, Twitter looked at 9,000 direct response campaigns in the United States to identify recurring patterns that drive powerful campaigns. After analysing the data with its partner Adaptly, Twitter shared its takeaways to improve campaign performance and ROI – the metrics below are expressed in terms of click-through rate (CTR), cost per link click (CPLC) and cost per aquisition (CPA). We bring 8 guidelines…
- Urgency
Twitter is a great “on-the-fly” tool. Words such as hurry, fast, quick, running out or limited time in your copy, can lower CPA by 10%, and boost CTR by 10%. Surprisingly, the study found that only 13% of Tweets used urgency, which means that 87% of marketers are missing out!
- Use Percentages For Promotions
If you want to give a discount for your products, use percentages. Tweets that promote percentage discounts have 40% lower CPA compared to tweets with currency-based discounts.
- Fresh Content Is Exciting
Tweets that talk about new products or services, work very well. With a 10% lower CPA, a staggering 23% higher CTR, and 26% lower CPLC, promoting new content (whatever it is) is one of the best tactics that surfaced in the study.
- Less Is More
Previous studies already emphasized the importance of keeping tweets short. The new study is no different: Tweets that have between 40 and 60 characters have the lowest CPA, and that same metric goes up as tweets get longer.
- Involve Your Community: Ask A Question!
Asking a question is an invitation for your followers to interact with your account handle – and it works! Tweets featuring a question have a 9% lower CPLC and a higher 16% CTR, versus Tweets that do not.
- No need to yell
Tweets with 20% or more of their characters in capital letters have a 9% lower CTR and a 2% higher CPA. Sure, using all caps is one way to stand out in the feed, but that can be to the detriment of engagement with users being put off by it.
- Mentioning Is @ Your Own Risk
Mentioning another handle is a smart tactic. It plays out as a bit of a nudge, and chances are the mentioned account will interact. A ‘Like’ is good, but a retweet is even better, as it secures extra exposure with the accounts’ followers, an audience your tweet may not be able to reach. Nevertheless, the survey found that tweets that mention one or several other handles have a 6% lower CTR and 3% higher CPLC.
- Easy On The Hashtags
The more hashtags, the more chances to be discovered, right? While this logic is correct on Instagram, it is hardly valid on Twitter. The study revealed that tweets with one or more hashtags had a 24% higher CPA and a 3% lower CTR than those without. Maybe hashtags are overrated after all.