Why brands should launch now before their competition does
By Miranda Lo, senior marketing manager, global business brand team, Twitter
How a brand launches can make or break campaigns.
After the planning and testing phases are complete, brands must ask one important question: Are they ready to hit the ground running with a new campaign? When it comes to nailing a campaign launch, timing is everything.
It’s a great time for brands to launch their campaign on social media — especially on Twitter. People are shifting their priorities and adjusting their daily routines, meaning they’re more open to new things than ever before. Here are three reasons why it’s go-time for a new campaign launch.
1. Disruptive moments create opportunities for brands
Brand announcements are the perfect opportunity to get people talking about a new product, service or event, especially since everybody could use something to look forward to right now.
Believe it or not, launching during a time of slow growth can have a lot of upsides. Not only can the timing give campaigns a boost in visibility, but according to a 2009 Nielsen study, brands that launched (or relaunched) in the downturn experienced 15–25 percent greater excess share of voice growth than the general average growth.
Plus, if one brand isn’t sharing something new, someone else is: 42 percent of U.S. CMOs have shifted resources into expanding new offerings.
2. One great brand experience can create new consumer habits
From older consumers shopping online for the first time to millennials trying frozen food, purchase behaviors are being disrupted — and a strong experience with a brand can help cement these new habits.
Changing realities means that people are perhaps even more open to discovering something new, especially for people on Twitter. There’s been a more than 24 percent increase in tweets about trying new things.
Whether it’s a new initiative or an entirely fresh look, people hope to see exciting things from brands. In fact, 91 percent of people surveyed on Twitter want to see new launches from brands.
3. People are paying attention and taking action
People on Twitter aren’t just talking the talk — they’re also walking the walk. Not only are they excited about new products from brands, but they’re also excited to try them. According to our study, people on Twitter spend twice as long viewing ads from a brand’s launch campaign and are 3.3 times more likely to turn that viewing into action than on any other platform.
Not only is launching on Twitter good for a brand’s audience, but it’s also good for its media mix. According to our research, Twitter enhances the performance of the other channels it was combined with, boosting overall marketing performance. Talk about getting the word out.
People are ready for more, so if a brand misses out on sharing what’s next, somebody else might capture their attention — and dollars. When the marketing team is ready to launch, it’s go-time on Twitter.
The article ‘It’s go time on Twitter for your next launch’ first appeared on Marketing.Twitter.com
● Harvard Business Review
● Nielsen. Global. Budgeting for the upturn — Does share of voice matter.
● eMarketer, May 2020
● Twitter Internal Data (Semantic Core). Comparing Tweet volume between 3/8/19-9/19 vs. 3/8/20-9/1/20. U.S. Only.
● Toluna, commissioned by Twitter, Global Vertical Deep Dive Research, August 2020, n= 43,200)
● Post Exposure Study, commissioned by Twitter and conducted by Neurons, Inc. in the U.S. in 2019
● Twitter Marketing Insights & Analytics, 2020. Data2Decisions, commissioned by Twitter, Twitter as a Catalyst Study, 2020.