Gone are the days of launching your business, redesign, or new products purely in paper or in a TV spot. Brands have to launch on Twitter to take off, according to the platform’s director of business marketing Carlos Cantu, speaking on #TwitterForBrands at #MarTechFest 2019.
Cantu came with the statistics to back up the importance of Twitter – citing that three in four people say that their Twitter community are the first people they look to for advice when wanting to learn more about a topic. And the immediacy of the response this social media channel can give isn’t the only advantage. Audience research has also shown that a 31% increase in memory encoding occurs when content is discovered in Twitter versus other online platforms, making it particularly sticky. Launch leaders (brands who are particularly good at this kind of thing) know the importance of using the platform to make things stick – another stat shared during the session was that launch leaders are 2.4 times more likely to use social listening (like Pulsar, which recently joined the Access Intelligence Group) as a guide for their strategies.
So how can the rest of us tap into Twitter as a tool when working on a launch? Research, timing, relevance, and reinforcement is key, advised Cantu. Start with finding the right audience for your product and message, and make sure to connect with what’s already happening. Coming into a conversation halfway is as weird online as in life, so tap into what’s going on in the space you’re entering. Pick the right time (the window for a successful launch has shortened, along with our attention spans) and be ready to adjust your strategy and collateral with all the real-time data at your disposal. And for better brand awareness? Cultural relevance. When Thea Lauryn Chippendale was mocked for her ASOS outfit on Tinder and went viral on Twitter, ASOS smartly invited her to model for the website.
Not every effort on Twitter is going to go viral, but reinforcement will keep the momentum going for your launch. Cantu’s advice was to go big on the reveal (another number to remember – 40% of launch budget was spent by the launch leaders on launch day and the days leading up to it), and then keep the conversation going with good creative that will resonate. Concise and clear copy, good visuals, and clear branding works when you don’t have a Tinder match nightmare to help tell your story.
In summary, it’s tweeting strategic and creative content that can get brands better results for their launches. With only 15% of brands interviewed in a recent Bain & Company study meeting their KPIs for social, there’s ample opportunity to make more use of Twitter as a launching pad. Did we mention we launched our new look this week, by the way?
— Vuelio (@Vuelio) October 29, 2019