We’re not going to lie; keeping up with the Twittersphere can be overwhelming. With constant tweets, retweets and information from your friends, family, favorite brands and trusted news sources, it’s easy to get lost in the feed, especially when you’re trying to get your eCommerce brand out there.
Fortunately, eCommerce retailers are having more success than ever breaking through the feed and getting their brands in front of people with Twitter’s native player.
Using Twitter to market your product videos isn’t just a trend; it’s becoming the new industry standard. Here’s how you can take advantage of this resource and make the most out of your video content:
Twitter makes it easy for you to use their native ad player. They also make it worth your while by offering different promotions to fit your eCommerce business needs. Currently, there are three different types of advertising promotion available to brands: Promoted Accounts, Promoted Tweets, and Promoted Trends.
Promoted Accounts: Paying for a promoted accounted means that Twitter will suggest your account to users to follow.
Promoted Tweets: Your tweets will show up on a user’s Timeline between the accounts that the user already follows.
Promoted Trends: Your account will appear on Twitter’s top trends list.
Next, target users. Targeting users means that based on interest, gender and geography, you can hone in and tweet to the audience you want to see your ad. Facebook also allows this, but Twitter takes it a step further by allowing brands to also target through keywords in both a user’s timeline and search results which means that the user is very likely interested in your product.
You might think that you don’t have the budget to use Twitter ads. This thinking is wrong. Twitter’s promotional ad model basically comes down to this: you only pay for what is used. This means, you only pay for the tweets when they are retweeted, favorited, replied to or clicked. You can definitely afford to try it, if even for a limited time to test out what works for you.
The best way to make the most out of your tweets is to engage your users directly. The best way to do this is with a call-to-action. Does your video answer a question? Is it an invitation to learn more? Do you want to ask your viewer to perform a specific action? When you ask your audience to participate, it’s likely that they will. Use a tweet as a means to a greater end. For example, introduce your product with a brief teaser video on Twitter and include a link back to your website so your audience can learn more. The possibilities are endless, but they can all lead to conversion when done right.
In the end, you get out of Twitter what you put into it. Spend time cultivating your Twitter account by staying on top of it. Check your notifications, use hashtags, respond to Tweets, mentions and direct messages. When you engage your customers, they feel like a part of your brand and that breeds loyalty.
Charlie Rall is the Co-Founder and Head Producer of StoryCraft
