Similar to social media posts, advertisements vary based on the audience and subject matter, but some campaigns have proven more rewarding than others. The style of an advertisement, the wording, and the channel differ for each circumstance. There are millions of ways to craft ads, but the most successful Twitter campaigns seem to share similar traits. Large events, like the Oscars and the Superbowl, can utilize the timely tools of Twitter more concretely, but all events can employ these devices. Advertisements can reach countless audience members instantly with the simple click of a button.
This level of efficiency is an advantage because, to be honest, Twitter is mostly skimmed for ideas, not read for detail. Keeping messages short and sweet with active verbs and concision will push your campaign in the right direction. Being a product or service does not matter; always highlight the usability of the product you are advertising by engaging with the audience. Pulling on a viewer’s heart strings never hurts either; make them feel something for your message and your brand. Most importantly, get your audience moving. Get them involved. Some of the most successful ways to get consumers involved is through competition. Entice users with an end achievement they want to work toward. Take a look at some of these successful tweets:
Numerous features can be used to give a Twitter campaign momentum. The best way to achieve virality is to make the campaign a trending topic. How do you do that? Hashtags, of course. Successful Twitter campaigns are known for their hashtags. To create an impactful campaign give your audience something to connect with. #ShareACoke, #IceBucketChallenge, and #YesWeCan all had a hashtag surging through the Twitter and social media world. Their brands played on ethos and pathos with a simple yet catchy hashtag. Barack Obama was bold when he created a hashtag for an election — but hey, a presidency came from it. ALS reached almost 1.5million mentions in a month, raising awareness for their cause. Coca-Cola reached a successful 160,000 mentions and 750 million ‘impressions’ within the first couple months of their campaign. Much of these hashtags even obtained earned media, such as celebrity endorsements or word-of-mouth affirmation.
Hashtags make topics trend, but they are also a trend themselves. Hashtags are typically found within successful campaigns because they engage an audience, while making it easier for brands to listen. Through tools and features, like hashtags, marketers can see who is creating, retweeting, and commenting. Does your brand’s hashtag correlate to a time-specific event or a long-lasting campaign? What feature is best for your campaign? Knowing the advantages of each feature will go a long way in making your campaign a successful one.