What's Working in Marketing – The Future of Twitter Ads

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Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this, follow me on LinkedIn or create a FREE Insight Library account, our team is publishing tons of free research that you won't want to miss.

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This week we're breaking down:

The Highlights:
- Diving into the future of interactive Twitter ads
Trending Research:
- Breaking down how 100 Thieves put their name in the wallets of 705K fans in 24 hours
Time to Get Listening:
- Speaking with Matt McGowan from Snap Inc. about options for marketers on the Snapchat platform
The Watercooler:
- Understanding how you should approach choosing the right marketing channels
#MarketingTwitter:
- Diving into three threads to understand media buying post-iOS 14, a guide on leveraging influencer marketing and learning how to scale your TikTok account

COULD THIS BE THE FUTURE OF TWITTER ADS?

Marketing Dive recently reported on the launch of Twitter's new interactive ads, featuring the likes of Bose, Oreos and New Balance as early adopters of the new creative options.

Twitter has announced three new interactive forms of ad creatives for brands to experiment with including:

1. Interactive Text Ads

These ads will be presented in larger, bolder typefaces than traditional tweets with the option to select three words to highlight from a range of 10 colours. Each highlighted word can drive customers to a different landing page.

2. Product Explorer Ads

Brands can now upload 3D versions of their products for customers to get familiar with over Twitter. Product Explorer ads allow customers to rotate a product 360 and experience the offering in all available colourways.

3. Collection Ads

Similar to Instagram/Facebook product gallery ads, Collection ads feature a hero image for the product with the option to browse multiple product offerings within a collection.

These three new ad formats will only be available in the U.S. for testing before going into an iteration process to finalize the best ad creative offerings.

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HOW 100 THIEVES PUT THEIR NAME IN THE WALLETS OF 705K FANS IN 24 HOURS

GAMING

In 2021, 100 Thieves’ (100T) eSports team won the North American League of Legends Championship Series (LCS). The CEO of 100 Thieves gifted the entire team a diamond, platinum, and sapphire encrusted chain spelling “100 Thieves” to commemorate their championship.

Key Takeaways

Community Giveaway

Collectible Giveaway: 100 Thieves community members receive a collectible for 2021’s LCS Title Win.
Limited Timeframe: Community members had 24 hours to claim their prize.
Web Traffic: Giveaway site garnered a 56% increase in traffic compared to their main website's yearly average in 2021.

Easy Access

Crypto Wallet: Created quick and easy access to cryptocurrency wallet, reducing the transaction to less than a minute.
Social Media: Highly engaged Twitter following resulted in 50K engagements.
Total Downloads: 705K total downloads were made over 24 hours, after launch in February, before the giveaway closed.

See How 100 Thieves Put Their Name in 705K Wallets in 24 Hours

Digging into the Future of Snap for Marketers with Matt McGowan

GENERAL MANAGER, CANADA AT SNAP INC.

On this episode, Matt discusses how Snap is opening up new doors to marketers through innovative technology like AR and unrivaled engagement amongst individuals aged 13-34. Snapchat continues to grow fast, so why the heck is it still such a big unknown for so many marketers?

Listen to What's Working in Marketing

HOW TO CHOOSE THE RIGHT MARKETING CHANNELS

Marketers waste precious resources when it comes to choosing which channels to focus on. 🤦🏼‍♂️

A common mistake is that brands pour resources into every marketing channel across the digital landscape when their ideal customers or target audience are only active on 1 or 2 of them.

What we’re going to talk about today will help you:

🙌🏼 Inform your marketing decisions so that you don’t pour resources into channels that don’t make sense for your brand.

🙌🏼 Get clarity on the channels that you SHOULD focus on by understanding where your target audience/consumer is spending time and competition for attention is lower.

🙌🏼 Have evidence to confidently de-prioritize a channel that isn’t worth investing in anymore.

See 4 Steps to Find the Right Channel

THREE TWITTER THREADS

A good strategy is a good strategy, no matter where you find it.

Here are three Twitter threads you should check out this week:

1. Navigating media buying post-iOS 14

2. A guide to leveraging your influencer marketing

3. How to start scaling on TikTok

In case you missed any previous versions, check them out via the links below.

1. What's Working in Marketing - metaverse or irl?
2. What's Working in Marketing - A Refreshing Marketing Rollout
3. What's Working in Marketing - How to Start Perfecting Your Marketing Strategy