Twitter offers new tools for advertisers, plus long ‘notes’
Twitter today introduced a host of new features for advertisers and users, including Twitter Notes, which lets writers of all kinds go straight to Twitter for the first time. At Cannes this year, Twitter also announced tools for advertisers, including conversion optimization and brand likes.
Twitter bolstered its suite of advertising tools at Cannes this year, announcing a series of new features that brands and advertisers can leverage to gain better engagement and sales leads through their creation.
Twitter has also set up a new team called Twitter Write, which is focused on building tools and a community to improve the Twitter experience for writers and readers around the world.
Twitter Write has created a composition tool that lets writers create stories and other long-form content, called Notes, that its followers can engage with. Notes will give users the ability to browse over 280 characters on Twitter in a single piece of content, with the inclusion of photos, videos, GIFs and Tweets.
Read on for a summary of Twitter’s new announcement host.
- I like brand: Branded Likes allows advertisers to customize the Twitter Like button. An advertiser can select a set of hashtags and for 24 hours, whenever someone likes a Tweet that includes those hashtags, the like button turns into a custom animation. After a series of beta tests, Branded Likes will be made available to all advertisers in the US, UK and Japan next week. Advertisers outside of these markets but who want to reach people in these regions can also take advantage of Branded Likes.
- Dynamic Product Ads: Last year, Twitter introduced greater personalization through the Multi-Destination Carousel, a flexible and engaging way to showcase a variety of products through swipe-based creative. Twitter saw an average click-through rate increase of 20% across all goals over a single asset ad format through this format. The multi-destination carousel is the basis of plans to launch dynamic product ads later this year, which will allow brands to personalize the creative they display in their ad by presenting the most relevant products to the right user.
- Conversion Optimization: will help run campaigns to reach people most likely to complete an action on the website with a lower funnel, such as adding to cart, purchasing, or submitting a form.
- Location Spotlight: The Location Spotlight is currently available to all professionals in the US, UK, Canada and Australia. Next month, Twitter will make it available to all professionals around the world. Location Spotlight allows businesses to display their location, hours of operation, and additional contact methods such as phone, text, email, or DM. Ultimately, the Location Spotlight can help move a customer along the path to purchase.
- Twitter business settings: Twitter Business Settings will be a central hub for Twitter advertisers to manage their accounts, assets, employees and permissions in a single, secure space.
- Optimization of app purchases: Currently in a pilot phase, App Purchase Optimization will help brands deliver app ads to people most likely to make a purchase.
Who can use Twitter Notes
Twitter is currently running a test with a small select group of writers in the US, Canada, Ghana and the UK who now have access to Notes as part of the initial testing phase.
Users who are part of the test phase will have access to a new “Write” tab, where they can write and access all their notes. These users will also have a new “Notes” tab in their profile that contains their published work to make it easy for their followers to find their long-form content.
For readers in the countries where the test will be run, they will be able to see scorecards — Tweets with rating previews and links — in the home timeline if they follow someone participating in the Tweet test group for Notes, or if someone they follow retweets, quote tweets, or share a link to a note. Readers in some countries will not be able to view notecards or notes at this time.
Twitter aims to reach writers with all audience sizes, rather than just journalists or authors with large existing audiences. Twitter states that “Users may also be bloggers, newsletter editors, comedians, content creators, social media community managers, poets, screenwriters, and anyone else on Twitter who writes, has a profile opinion leader or simply has something to say”.
✨ Presentation: Notes ✨
We’re testing a way to write longer on Twitter. pic.twitter.com/SnrS4Q6toX
– Write on Twitter (@TwitterWrite) June 22, 2022
What to expect from Notes on Twitter
Notes will use a rich text editor to capture articles, thoughts, and other types of content from users’ favorite writers on Twitter. It gives writers of all kinds the ability to go beyond 280 characters for the first time.
Notes will be seen and read by Twitter audiences around the world, regardless of where the content editor is located.
Like tweets, notes will have their own link and can be tweeted, retweeted, DMed, liked, and bookmarked.
Notes will appear on users’ timelines on iOS, Android, and the web starting today. Test group writers will also have a Notes tab on their profile on the web.
The new feature could potentially compete with platforms with similar functionality such as Medium or newsletter-based publishing site Substack.