The Twitter’s Ads API is a game changer for brands
The fast-paced nature of the social media industry means every year or so we are presented with the latest ‘enormous step forward’ for our craft. It can be easy to miss the genuine landmarks if we don’t take a step back, analyze and consider how we can take advantage of these announcements. The Twitter Advertising API launch is a prime example of that.
Social made simple
Twitter announced it is opening its ads API, enabling select partners to build tools for creating and managing ad campaigns on the platform. Prior to this, all ads were managed manually on Twitter, which was no easy task for marketers looking to manage a global web of engagement at the same time. Yes, changes were relatively easy to make, but making them in a timely manner across all your campaigns was a labour-intensive task for even the most sophisticated of social teams.
With this announcement, Twitter joins Facebook and LinkedIn as the only other global social network with advertising APIs that allow marketers to create, manage and optimise ads. It’s an important step in helping marketers to advertise at scale, and I think we can expect others like Google+ and Pinterest to release equally as robust offerings soon.
So what’s in it for me?
For the first time, marketers can now manage Twitter ads from the same systems they use to manage social listening, social content and social ads for other networks. In the same way that marketers can take an engaging Facebook post and turn it into a Sponsored Story on Facebook, they can now monitor engaging tweets and turn them into Promoted Tweets, further shattering the silos between the coveted trio of paid, owned and earned media.
The initial launch is specifically for Twitter’s Promoted Products offerings, including Promoted Accounts and Promoted Tweets. Twitter will continue to exclusively sell and manage its Promoted Trend offering. Nonetheless, this is a game changer for brands who need the power to pull off real-time engagement that turns tweets and posts into memorable content.
It’s great that Oreo pulled off the “dunk in the dark” post during the Super Bowl, and was acknowledged as a strong example of this type of marketing around the globe. But doing this sort of activity year-round just isn’t possible without easy access to actionable data and always-on optimisation. This is why Twitter’s launch is so exciting.
The powerful APIs create “win-win” situations for everyone. For example, Facebook and Twitter benefit by outsourcing much of their product development in this area to experts focused exclusively on building these products. Marketers benefit by using the technology to be more efficient and drive further ROI. Most importantly, by promoting content on Twitter and Facebook that your users are actually engaging with the most, the users of these important platforms get better-quality ads than pretty much every other major web destination.
Don’t just stand there
Marketers who are leading in cross-platform marketing will dive right in, because they understand Twitter is becoming an increasingly important platform for brands. Social media usage is at an all-time high and like Facebook, Twitter is our window to a world of our friends’ colourful commentaries.
Twitter recently released a study on its mobile users in the UK, which revealed one in three mobile users go on Twitter while in social situations – it’s weaving its way into every aspect of our day-to-day lives, whether we’re watching television (32% of us tweet while doing so), with friends, or commuting.
The best way for brands to be a part of that action is not to try to replace those friends, or the banter between them. It’s to create the content that is shared, which is the glue that binds friendships together.
Twitter’s announcement has allowed marketers to reach a point in social media competency where they no longer need to throw advertisements against the wall to see what sticks. The tools and tracking capabilities exist to help brands create comprehensive campaigns that can be quickly and easily adjusted to make the most of advertising budgets.
Yes, you still need the agile talent to create content. But Twitter has now increased the stakes and made it easier for you to play your winning hand.
Mike Lazerow is CMO Salesforce.com Marketing Cloud