Over the course of the past year we have shifted a lot of our marketing and communications attention to social at Undertone. We use Twitter, Facebook, LinkedIn and SlideShare as our main platforms. The majority of our activity is organic but at times we use paid placements to amplify news or content. Promoted Tweets have been effective.
After Twitter redesigned the stream a couple of weeks ago - making image-based posts 100% viewable by removing the need to click on them - I thought it was a very significant and positive change. Images can drive far more engagement than text in both content and advertising. So I thought it would be interesting to try images in a Promoted Tweet.
Right now hiring is a number one priority at Undertone so we decided to try it out on a recruiting ad. It took our team just a little while to create a few different versions and we launched it. You can see one here. Jack Marshall of Digiday, who has been following the image based tweet trend closely, noticed it right away and sent this tweet (thanks Jack!)
With Promoted Tweets you look at engagements, defined as retweets, replies, follows and clicks. Our goal was to get people to click on the jobs link. Without getting into specifics we saw a high percentage of engagements going to the link and a very high overall engagement rate. Especially as measured against previous Promoted Tweets without images.
Which is why I thought this article, again by Jack, was interesting. It challenged the notion of image-based Promoted Tweets being good for driving traffic or clicks to the link. Our experiment proved otherwise.
I have a couple of thoughts as to why this could be the case. The biggest thing is that we really tried to create something in the right context for a Twitter user who is quickly moving through the stream and looking for content. We did not just redesign a standard banner ad.
First is the message. Despite Promoted Tweets going to a targeted audience, we have no idea whether they are in the market for a job. Thus the passive, playful message. Second is the creative. This is a shot from a company team-building outing and there are a lot of folks clearly having fun on the beach. This creative is about as social as it gets! Third is finally call to action. We’re not going for the hard close with a “click here to apply”. It’s a softer message but still gets the point across to the user.
So overall, I think that adding images to tweets is a big plus and our data proves it out. I do also think that, just like with all advertising, you need to think about context, creative and message to truly drive better results. Just adding an image is not going to be the game changer.