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Twitter gives their ad creator a facelift

November 13, 2020

Twitter wants you to spend lots of money on Twitter ads. So in recent days, they have made progress in terms of simplifying the process of creating ads. Now, it’s all a little more user-friendly.

Behind the scenes, this has meant a total rebuild of Twitter’s ad platform architecture.

On the front-end, the main improvement has been to the Tweet Composer (the ad creation tool on Twitter). Updates there include:

  • A more intuitive layout and design

  • Real-time previews of your tweet for desktop + mobile

  • Tweet duplication tool for bigger campaigns

This is what the new tweet composer looks like: pic.twitter.com/VTzQX3i3sM

— Matt Navarra (@MattNavarra) October 21, 2020


Relatedly, an additional update includes a new and improved Carousel ad offering. Similar to carousel ads you are probably used to on platforms like Facebook, Twitter’s carousels offer:

  • 2 to 6 horizontally swipeable images or videos

  • Edge-to-edge display

  • Available for all campaign types

  • Media attachments follow the same creative specifications as our other ad formats

  • New reporting features, such as swipes within the ad and breakdowns of the performance of individual cards.

Why it matters

Twitter investing in an improved advertising offering is a sign that they want to grow their ability to drive revenue as a company. Twitter has always been behind competitor Facebook in terms of making buying ads easy for nearly all users. These steps may help catch Twitter up and bring new customers to the site.

These are also new opportunities to improve our effectiveness as social marketers. Effective carousel ads have been shown increase the ROI of social ads. In their announcement Twitter said that carousels led to a ~15% increase in click-through rate to websites and a ~24% increase in installs per impression for App campaigns, on average.


Related News

This month, we’ve also got you covered on these important social media news items:

Blog

TikTok now connects with Shopify

More noteworthy news items from this month:

Here’s how Facebook’s new ‘motion effects’ feature for photo posts works... pic.twitter.com/FHqpOBbhsO

— Matt Navarra (@MattNavarra) October 28, 2020

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