Marketing

5 ways brands are using Twitter’s new conversation settings

By Gordon Macmillan
Friday, 11 September 2020

Everyone on Twitter now has the opportunity to choose who can reply to their Tweets with the introduction last month of new conversation settings.

We wanted to give people more control over their conversations starting with the ability to hide replies. It brings a new dimension to conversations on Twitter, and we’ve already seen people using the control settings in new ways, and start conversations that weren’t possible before. The change offers the possibility of more meaningful conversations on Twitter while still allowing people to see different points of view. 

Brands have been quick to explore the possibilities provided by Conversation Controls and have found a variety of ways to use this new tool. We’re seeing brands have fun with them and be creative as they take to Twitter to share their messages. 

1. Sharing Values

Heineken (@Heineken_UK) has shown how brands can use the new settings to make a public statement about a sensitive issue without starting a debate. In this Tweet, @Heineken_UK promoted a strong positive message around responsible drinking using the #SocialiseResponsibly hashtag.

This Tweet is unavailable
This Tweet is unavailable.

2. Brand messaging

Marks & Spencer (@marksandspencer) showed how the new options can be employed for brand communications without the risk of generating negative feedback or spoilers.

@marksandspencer let its gin and tonic do the talking in a celebration of Father's Day.

This Tweet is unavailable
This Tweet is unavailable.
This Tweet is unavailable.

3. Q&A

Some of the new ways we see conversations develop can be seen in this example here from English Football League (@EFL). It held a Q&A session for #MentalHealthAwarenessWeek with broadcaster and speaker Charlie Webster (@CharlieCW). 

This Tweet is unavailable
This Tweet is unavailable.
This Tweet is unavailable.

4. Driving discussion 

What could be better than getting a few close friends together for an invite-only chat, which can still be enjoyed by everyone on Twitter.

That’s precisely what @KitKat did. It got together with @SNICKERS, @Starburst, @twix and @Skittles to consider a question of significant importance.

This Tweet is unavailable
This Tweet is unavailable.
This Tweet is unavailable.

5. Getting Creative

We’re also excited to see how some brands have been using Conversation Controls to be more playful, and get creative.

KFC UK & Ireland (@KFC_UKI) used the change to tease its fans about the return of its old fries, which were much missed by some.

This Tweet is unavailable
This Tweet is unavailable.
This Tweet is unavailable.

We enjoyed this one from Chelsea FC (@ChelseaFC) as it posed a football question with a twist.

This Tweet is unavailable
This Tweet is unavailable.
This Tweet is unavailable.

We’ve seen lots of other excellent examples of how Conversation Controls are being used. They range from a simple poll as ESPN paid tribute to Kobe Bryant, powerful messages from the likes of Nickelodeon as it made a stand in support of the #BackLivesMatter movement, and Bill Gates who shared a public health message. 

We look forward to seeing more examples of Conversation Controls as more brands embrace them. As always if you notice any you love, please let us know via @TwitterMktgUK.

This Tweet is unavailable
This Tweet is unavailable.
@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

Only on Twitter