Brands can avoid trolls with a solid strategy and the right content: Kanika Mittal from Twitter
Brands are often subjected to mindless Twitter trolling to the point that they are often forced to take down their campaigns and posts to avoid abuse.
While the platform helps brands take advantage of several benefits, including interactive communication with consumers, it also exposes brands to scrutiny and hateful comments.
Twitter, which has long been criticized for not effectively cracking down on trolling and hate speech on the platform, recently announced the testing of a new “safe mode” as a beta feature for some users in order to reduce disruptive interactions.
Responding to brand safety concerns, Kanika Mittal, CEO, Twitter India, told BestMediaInfo during the platform’s Durability Meet: “Twitter’s commitment to brand safety is huge and we have been very active on this. Every brand should ideally follow a strong Twitter strategy, the right set of strategies, that capitalizes on the moments. So if you have a solid platform strategy in place and your content is correct, trolls can be handled as long as you are committed to your strategy and there is immense consistency in the work you do. perform on the platform.
She explained how Twitter can help brands create full funnel impact and drive conversions through conversations.
Recently, Twitter revamped its suite of advertising products to simplify formats for brands and advertisers. From more than 22 ad formats, his team at Durability Meet narrowed down to five broader categories: Sponsored Ads, Follower Ads, Twitter Takeover, Twitter Amplify and Twitter Live.
“With the right mix of products, brands can generate awareness and interest, inspire consideration and intention, as well as lead to conversions,” she said.
Performance has been Twitter’s primary focus in 2021, and the team has worked to boost performance by creating new formats and improving existing ones. Recent enhancements to Twitter’s mobile application promotion (MAP) tools have resulted in an average 24% increase in installs per impression. Click-to-land rates have also improved with its Click-ID offering 10 times more visits to the site.
Preetha Athrey, Marketing Manager, Twitter India, spoke about the recent Twitter Trends Report India, which outlines six key conversational trends shaping culture in India: Wellness, Designer Culture, Everyday Wonders, A Planet , technological life and my identity. This insight into what people are talking about helps brands stay ahead of what’s going on and connect with people on Twitter.
In addition to discussing how Twitter is the conversational layer of the internet, the team looked at how its audience is its superpower.
People on Twitter are receptive, participatory, and their conversations influence culture. They are the first to try, buy and talk about new products, and don’t just passively scroll through their calendars. Instead, they’re open, ready to discover and engage.
Krishna Iyer, Head of Agency, Twitter India, explained that Twitter audiences are particularly passionate about the video. These audiences are capable of driving results for brands: showing 17% growth in brand awareness for video viewers, 35% annual growth in global ad engagements, and 40% growth by delivering return on higher investment compared to other social channels.
In addition to being receptive and participatory, the platform’s audiences carry a range of interests such as technology (65%), music (60%), sports (59%), food and drink (56 %), science (54%) and travel (53%). Passionate and interest-based communities are, in a way, the heart of Twitter in India.
So how can brands leverage Twitter engagement and tools for their own growth?
Iyer went on to say that 71% of people rate Twitter as a good / excellent platform for engagement compared to other social media channels, making it the number one platform for brand interaction. For this reason, several new age ‘disruptive’ brands have used its ecosystem to connect with audiences. Its suite of advertising products, along with its audiences, create the perfect launching pad for new and upcoming brands.
Some of them include fintech brands like Teji Mandi, mainstream clothing like boAt, regional OTTs like Aha video and more.
Twitter also supports brands with Arthouse Creative Services, which helps brands elevate content when launching something new or connecting with what’s going on in the culture. Arthouse’s three key offerings are influencer campaigns, artist collaborations, and editing and leveraging existing brand assets.
Plus, Twitter Next, the in-house branding team, works with brands to create people-centered ideas worth talking about.
Rishabh Sharma, Head of Twitter Next, India, explained that while Twitter helps brands achieve a wide range of goals, these can be categorized as big by launching something new and connecting with what’s going on. .
“Launch is defined as awareness and interest in something new. Brand launches are able to increase brand recall by 83% and brand awareness by 18%. Brands come to the platform to present offerings aimed at communities and regional audiences, ”he said.
Recently, Spotify India used it to reach out to audiences in South India to raise awareness and drive engagement around their new offering – #TheRJBalajiPodcast.
“Connect” is defined as building relevance by being part of real-time conversations on the service. At large live events, audiences spend 22% more time on Twitter than on other social media platforms. In fact, the platform’s ad spend makes a brand 88% more likely to be seen as culturally relevant.
Netflix India’s #NetflixMatchmaker campaign, which offered personalized content suggestions to audiences in response to an emoji, stands out as an example of an information-driven login campaign, allowing the OTT giant to participate in audience research for its next big frenzy.
Video is another major consumer content format.
Amrita Tripathi, Head of Content Partnerships at Twitter India, explained how brands can harness the power of video through Twitter’s Amplify Sponsorships.
This allows brands to align with premium video content from the largest and most relevant publishers that the brand’s target audience is already engaging with. This content is brand safe and also allows brands to borrow publisher equity with a larger audience.
Amplify Sponsorships helps brands increase campaign awareness by 68% and message association by 24%, and can be leveraged in multiple formats: pre-roll, sponsored ads, Twitter Live and several other advertising products.
For example, Intel India leveraged Amplify sponsorships through co-branded content on Twitter. Microsoft India has also optimized referrals to increase its share of voice over data security and AI.
Apart from that, there has been a boom in live audio platforms in the recent past.
Asked how brands are leveraging Spaces to drive engagement, Athrey said, “Audio is the new benefit for a lot of platforms and Twitter has taken the lead with Spaces. We are constantly innovating it. We have seen several communities of different categories having conversations there. People talk about their passion points or fans get together and celebrate moments. There are intimate conversations people have here. Brands in India and around the world use Spaces to answer questions consumers may have about launched or post-sale products, or new arrivals to come. It’s important for brands to rely on audio conversations to engage with their consumers and understand their queries. It’s direct communication and it helps build brand loyalty in a great way. They must remember to have a voice that adds the layer of authenticity.