If you run an ecommerce site, a blog or have an app you want to promote, Twitter Cards can be a great way to get around the 140 character limit imposed by a standard tweet. Much like add extensions on Google, Twitter Cards allow you to add enhanced details to your tweets, which could potentially lead to valuable actions for your business if used correctly.
Whether you want to focus on an image, a product or want to encourage someone to sign up for a service (to name just a few), there are 7 types of cards to choose from to best suit your desired results. These are tailored to suit the type of media promoted (be it text, image, video or sound clip), and to provide the intended audience with the information required to make them click. This means that as well as providing an improved visual experience for the viewer, the cards also allow them to interact with your posts easily from within Twitter.
For example, if your goal is to promote a particular item and make people decide on a purchase quickly, then a product card would likely be your best option. This includes a title, a thumbnail image, and a description of up to 200 words, as well as other details such as price and availability. These inject the online shopping experience directly into the viewer’s Twitter feed, allowing them to consider the purchase right there and then.
You are also able to measure the response to your cards easily, thanks to the accompanying analytics used to measure impressions and engagement with you cards. Just go to Ads, Analytics and then choose Twitter Cards, to see how well your cards have been doing. A range of metrics will display the number of impressions and clicks, along with other performance statistics, and will also let you see how well the cards have been doing over a given period of time.
The analytics section also allows you to find out who your key ‘influencers’ are, which essentially shows which tweets had the most impact on the impressions your card received, along with the handle/persona attached to this. This function could be particularly useful to companies and individuals who have worked with bloggers for example, as it could demonstrate whether or not the product or service you attempted to promote through them is actually having the desired impact. It could also show who is already engaging with you brand, and could present potentially successful partnership opportunities in the future.
If you think that Twitter Cards could be a useful edition to your digital marketing strategy, then there are three things you should consider in order to gain the most advantage from them:
Test it Out
Once your developer has added the appropriate meta tags to the page you want your cards to pull information from, you can run the URL against the validator tool
to test them. This allows you to preview the card, and make sure that you’re happy with the format.
If you’re just starting out with Twitter cards, or you’re unsure about which style would work best for a specific purpose, then it may be worth trying out several card types before choosing the one you will stick to. Check the analytics to see which type is performing better and driving more engagement, then make the transition to this type permanently if you are seeing consistently positive results from it.
If a card you have tweeted yourself has provided you with a great level of engagement or has had a particularly positive impact for you, then it is well worth pinning this tweet so that it appears at the very top of your feed.
By putting this at the top of your page, you are not only showing you or your company at your best, but are also creating an opportunity for the tweet to gain even more attention. This also allows you to prioritise your aims and messages, so that the most relevant piece of information is the first thing to be seen by your audience. This also works in terms of landing pages, as you will naturally want to direct your viewers to well-optimized and/or high-converting pages.
Make Engaging Copy
Apart from website and lead generation cards, all card types appear in the Twitter stream in an unexpanded format by default. This means that the user must click if they want to see more of the content, by selecting the ‘view summary’ option.
In order to make users click and view the full card, you will need to ensure that the copy itself is engaging and intriguing, in order to spark the viewer’s curiosity. The more compelling the caption, the more likely it is that people will want to find out more.
Twitter Cards are a fantastic way to offer your followers more information about your website, and when used correctly, can help to drive valuable traffic and conversions. The best part, is that they offer you a lot of freedom to try out and measure different strategies, in order to produce the best results over time. Experiment, and see what works for you, while maintaining the quality of your copy and landing pages – no Twitter Card can make up for poor content!
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