In April, Twitter introduced a popular request from advertisers: the ability to reach users based on keywords in their tweets or ones with which they engaged. Props to Twitter for giving advertisers this capability for truly taking advantage of real-time information. As they put it, “this is an important new capability — especially for those advertisers looking for signals of intent — because it lets marketers reach users at the right moment, in the right context.”
Here’s the problem: who said all marketers want to be advertisers? How many users actually get excited about advertisements showing up in their stream? I doubt too many people would be raising their hands. If your brand wants to focus on types of impressions that users often enjoy receiving, Twitter has actually been sitting on them for quite some time. They’re called @mentions and direct messages.
Consider how WPP chief executive Sir Martin Sorrell described Facebook and how it relates to Twitter as well: “[It] is a social medium, not an advertising one, like search or display,” he told the Guardian. “It certainly is one of the most powerful, if not the most powerful branding medium. It is, however, a word of mouth or PR medium. You interrupt social conversations with commercial messages at your peril.”
For those that have forgotten, Twitter started out as a SMS platform back in the original twttr days. As was explained in the Odeo days when the idea came about, Jack Dorsey described what would become Twitter as “a service that uses SMS to tell small groups what you are doing.”
It’s a shame Twitter is seemingly blind to their own inbox. While it started as a SMS platform, it’s become an information network more than a communication medium. Maybe that explains why the DM has been tucked further and further away with each user experience upgrade.
It’s time the Twitter inbox got the respect it deserves. Direct messages are a powerful way to grab someone’s attention. It also is relieving to know only those you follow can privately communicate with you so as long as you’re following quality people, you won’t have to worry about SPAM concerns that plague email.
Many of the world’s biggest brands have amassed followings that rival, if not surpass, their email databases. Additionally, each follower explicitly states helpful information about themselves so brands can get a better sense about the individuals that make up their fanbase.
Equipped with these large followings and descriptive accompanying information, why would brands not choose to leverage this information to customize and personalize their messaging to optimize conversions? Marketing to the masses is great for brand awareness, but marketing to the individual level sparks action.
All of these customers (or fans) have opted-in for your brand to market to them. Whether they absolutely adore your product or are just chasing the next best deal, these followers have chosen to be marketed to on their own accord. It’s time your brand took advantage.
Image via Shutterstock
The Rundown: Meta to put new ads all over Facebook and Instagram, including on user profiles
Meta is launching new ad formats this quarter, which are hoping to capitalize off of readers' appetite for discovery.
Productivity app Notion goes global with OOH efforts
As productivity app Notion expands its business, it is ramping up global OOH efforts to get in front of shoppers across the world.
Member ExclusiveDigiday+ Research: Facebook, Instagram, YouTube valued by brands and agencies, but ad spend lags — especially on TikTok
Brands and agencies are in alignment in terms of how confident they are that social media drives marketing success, but a significant gap exits between how they allocate marketing budgets on those platforms.
SponsoredWhy online search is foundational for a post-cookies environment
Derick Jaros, head of industry, commerce, Yext If there’s one definite thing about the past two years, it’s that consumer behavior changed significantly throughout the pandemic. From the shift to online-only life in early 2020 to the frantic Googling for new hours, policies, and stock updates in the first phase of reopening, consumers turned to […]
4A’s Marla Kaplowitz on 3 ways agencies can navigate the uncertain economy
The industry trade group is helping many agency members prepare their business for broader economic changes, from how to retain talent to honing their financial acumen.
Member ExclusiveMarketing Briefing: Marketers, agencies report it’s ‘the perfect storm’ as new business pitches slow
The second and third quarters of this year were slower than usual for pitches, according to agency execs, who said there's a sense of pullback across the board from marketers this year.