We like to think of the conversations on Twitter as a litmus test, a barometer or even a live, real-time focus group on what people care about.
You don’t have to take our word for it: According to new research conducted in partnership with Neustar, Nielsen and Pulsar, whether you’re a brand launching a new product or participating in a cultural discussion, conversation focused on your brand is directly linked to business outcomes across the funnel, from awareness to sales.
It can also make your brand’s paid media dollars work harder. The conversation on Twitter helps create compounding earned impressions. We have found that on conversational social platforms, paid media can drive, on average, a 131% incremental conversation lift. This can have a direct positive impact on the volume of mentions and retweets happening around your brand.1
Of course, just being present isn’t the best way to contribute to a conversation. So we’ve outlined three techniques to help optimize your brand’s creative output and media strategy, and create more valuable and impactful conversations.
1. Let your creative do the talking, and make sure it also sparks conversation. Here’s how:
• First, simplify your asks. When you're asking people to join the conversation around your campaign, make sure that what you're asking them to do is simple while still being effective for the campaign. Help consumers respond to your campaign by creating an experience that tells them why they should care and how they can participate.