Why Brands Should Love The Unpredictable Twitter
Philip Ellison 24 September, 2014 at 09:09
Billions of tweets means billions of opportunities
Whether it’s live news, sports, or entertainment, Twitter is the public platform on which moments play out, with everyone – even world leaders – commenting on the action and having their say. Billions of tweets are posted every week; that’s billions of potential opportunities to connect. But that doesn’t necessarily scale all of the time, says Melissa Barnes, Head of Global Brands at Twitter. “The brands who plan their moments ahead are the ones who do it,” she says.
95% of active Twitter users will tweet about TV while they’re watching.
According to a recent study, a group of people sat live-tweeting a show together are likely to be more communicative with each other, and more engaged and emotionally invested in what’s happening on screen, than if they were watching passively.
Twitter activation on top of a sponsorship leads to an average 20% increase in brand message association.
Twitter collaborated with different media partners to devise ways to enrich the live-tweeting experience for both consumers and brands. The result was ‘Amplify’, which enables companies to take a live moment (such as a specific play in a game) and serve it back to interested parties in real time. For example: Heineken, sponsor of the US Open, can show a particularly impressive match point to consumers who might be following the event.
The Oscars selfie got 3.3 billion Twitter impressions – nobody could have predicted that
With major events like the World Cup, brands have strategies in place, and know exactly how they will respond to the outcome of each game. But a single spontaneous moment, like Luis Suarez biting Giorgio Chiellini, can capture the attention of everyone on Twitter – and if a brand is smart, like Snickers, then they will join in that conversation.
Tell your story, then keep it going
AXE came up with the #kissforpeace hashtag for its Super Bowl ‘Make Love Not War’ ad, encouraging people to submit their kissing selfies to be shown in Times Square. They then took photos of the billboard and tweeted them back to the users, who could share them with their followers. The #kissforpeace tag had about 88,000 mentions, with 2.2 billion overall impressions, and was one of Unilever’s most successful launches of 2014.
Marketing at the Super Bowl is expensive – what about the everyday?
You can tell when people on Twitter are tired, or hungry, because they tell you, and brands can use this information to add value on a daily level. For instance, people talk about going for a run less and less as the week goes on; so Nike started sending out inspirational tweets at 6:37am, precisely when these people needed the motivation to get out there and run.