In a recent interview, Chris Le’Cand-Harwood said that “social media is what great marketing has always been: word-of-mouth.” It’s true! The success of any social media campaign has to do with the “buzz” it generates online. And that’s exactly what Twitter’s Instant Unlock Cards are all about.
As explained in the animation below, Instant Unlock Cards motivate users to Tweet, by offering access to exclusive content in exchange for Tweeting some branded content. A movie trailer, an exclusive Q&A, or anything else in fact. Amazing, right?
Now Available! Engage w/ customers using Conversational Ads & the new Instant Unlock Card. https://t.co/NoRREule5Z pic.twitter.com/aFlMvgtbh8
— Twitter Marketing (@TwitterMktg) August 4, 2016
The concept is rather simple yet the result is very efficient. Selected advertisers who had early access to Conversational Ads and Instant Unlock Cards, saw an earned media rate of 34% . That’s 34 free impressions per 100 that they paid for! Those are very good numbers, right?
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Campaigns Using Instant Unlock Cards
@AMC_TV, @CocaCola and @Marvel are among the first to use Instant Unlock Cards. All brands reported an important increase in earned impressions – not to mention a massive lift in conversations.
@AMC_TV offered fans access to an exclusive trailer
@CocaCola featured niche influencers to drive conversation
@Marvel used emojis in their Conversational Ads
Measure Your Success With New Advanced Analytics
Finally, Twitter also announced a new set of advanced analytics, with a strong focus on earned media. You will also be able to see how many users are using your campaign’s hashtag, and which the most influential tweets were – all within Twitter Analytics.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
For the moment, conversational ads and Instant Unlock Cards are only available to managed accounts.
You might also like
More from Twitter
Twitter Brings Auto-Generated Captions To Voice Tweets
Twitter has announced a new accessibility feature that generates captions for voice Tweets that users record and send to each …
It Is The End Of The Road For Twitter Fleets
Twitter announced it will be shutting down Twitter Fleets, its own experiment with ephemeral content and the Stories format.
Twitter Forecasts A Positive Outlook This Summer
According to Twitter, the surge in positive conversations on its platform indicates that... the future is bright.
NFL Extends Partnership With Twitter To Bring Exclusive Content To Twitter Spaces
The NFL is extending its partnership with Twitter to include expanded engagement formats and exclusive content for Twitter Spaces.
Twitter Now Lets You Use A Security Key As Your Only 2FA Method
After announcing support for multiple security keys in March, Twitter now lets you use one as your only two-factor authentication …
Twitter Is Getting Into NFTs, But You Can’t Buy Them
Twitter is releasing 140 NFTs, matching its original character limit. However, you can't buy them. Instead, Twitter will be giving …
Twitter Opens Applications For Ticketed Spaces And Super Follows
Starting this week, you can apply to be among the first to try Twitter's Ticketed Spaces and Super Follows monetization …
Twitter Is Testing Ways To Let You Unmention Yourself From Tweets
Twitter is experimenting with new features to help users unmention themselves from Tweets and conversations.
Twitter Now Lets You Restrict Who Can Reply To Your Published Tweets
Not quite the edit button we asked for, but Twitter is now rolling out the ability to restrict audiences on …