Let’s change things up a bit with Twitter news. Veering comfortably away from the mess that is the Saga of the Musk takeover, Twitter Carousel ads are finally given notice once again, albeit being somewhat minor. Twitter’s Carousel ads are an engaging and enticing format that grab-attention in-stream via variable text and images.

Merry-Go-Round

Carousel ads have always been one of Twitter’s better-performing ad options. Last October, Twitter enhanced its Carousel ad offering by enabling custom headlines and landing pages to be utilized within each frame of a Carousel ad. This provides more ways to build responsive posts for variable audiences in one campaign.

In testing, Twitter reports that this capacity has made Carousels an even more engaging option, boosting click-through rates by as much as 20%, while campaigns optimized for site visit conversions saw a 25% increase, compared to single-asset ads. If you want to maximize your Twitter marketing efforts, then Carousel ads are well worth throwing into your mix. This week, Twitter shared some new tips to help marketers make the most of their Carousel ads, including a new worksheet for mapping out your Carousel campaigns.

Here are some key usage options for Carousels:

  • Showcasing multiple features or products.

  • Promoting multiple offers.

  • Illustrating various benefits of an app, product, or service.

  • Highlighting multiple reviews and customer quotes or testimonials.

  • Breaking up a single image across multiple frames.

  • Telling a multi-faceted story.

The multi-image format is great for stopping users mid-stream, with the second image showing just slightly off-screen, enticing a swipe-through reaction. The more ‘Eye-candy’ you can make your Carousel ad out to be, the better. To add alternative URLs to your Carousel images, you must first go through the regular setup process in the Twitter Ads Manager. Choose ‘Carousel’ as the display option. You can then select up to six visual assets to add to your campaign. You’re able to add both image and video assets within a single Carousel ad. Within the set-up process, you can then also add custom URLs to each of your media uploads.

This enables you to drive traffic to the various elements of your website, based on each frame. It could be a great way to drive traffic. If you’re planning out a Carousel ads strategy, Twitter has also shared a new worksheet for brainstorming use.

The Wrap

To close, Twitter gives this set of final tips to map out an effective Carousel ads approach:

  • Make sure that your images and videos tell a cohesive story and follow a visual narrative across each frame.

  • Clearly feature your product, service, or app and its benefits in your creative.

  • Don’t ignore your accompanying headlines, Tweet copy, and calls to action. Use these fields to provide extra context and encouragement to readers.

  • Customize headlines and URLs if using the multi-destination functionality. This will drive your audience to unique landing pages.

  • If leveraging mixed media in your Carousel Ad, image and video aspect ratios should remain consistent (1:1 image with 1:1 video, 16:9 image, and 1.91:1 video).

  • Check-in on your detailed card-level and swipe metrics reported in your Ads Manager to iterate and learn.

These are some valuable insights that are well worth considering for potential campaign planning for your Carousel ads. In the same way, these also allow you to publish organic Tweet Carousels.

Twitter has also provided case study examples and additional tips for your Carousel process here, while you can also read more about Carousel Ads on this page.

Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.

Sources

https://bit.ly/3NqWNoT