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Drive brand conversation with the new Instant Unlock Card

Friday, 5 August 2016

One measure of a successful campaign is whether people are talking about and interacting with your brand. To help you drive those interactions, we introduced conversational ads to select advertisers and began testing the Promoted Tweet Carousel earlier this year. Starting today, all global advertisers can now use conversational ads and a brand-new Instant Unlock Card that encourages people to Tweet to unlock exclusive content.

How it works

Conversational ads contain compelling images or videos that include call-to-action buttons with customisable hashtags. The new Instant Unlock Card builds on this by incentivizing users to Tweet by offering access to exclusive content (e.g., a film’s trailer or an exclusive Q&A) after the Tweet is sent.

These formats are exclusive to Twitter and make it even easier for consumers to engage with and spread a brand’s campaign message. It’s a powerful way for advertisers to extend their presence across Twitter. During the beta, brands saw an average 34% earned media rate. That means for every 100 paid impressions, an advertiser receives 34 earned impressions!

Measuring success

While we’re at it, we’re also announcing advanced analytics to help you keep track of conversational ad units. Just visit the Twitter Ads dashboard to see engagement metrics and the earned media you generated with your campaign.

Conversational ad buzz

Don’t just take our word for it. Clients who participated in the beta shared feedback about their own experience with conversational ads.

@XboxUK encouraged Twitter users to experience its latest video game #QuantumBreak using the new Conversational Video format. Audiences chose what the character in the video should do next, either #DESCEND or #INSPECT, and broadcast their choice to their followers in one easy click.

Drive brand conversation with the new Instant Unlock Card

Get started

Ready to take your campaigns to next level with conversational ads and the Instant Unlock Card? These ad units are now available to all managed accounts in all markets. Reach out to your account team or visit our Help Centre to learn more, or get started today at ads.twitter.com.