Twitter was once a social forum that only young people used to comment, discuss and debate. In recent years, the platform has increasingly developed into a medium for innovation companies in technology, sustainability and pharmaceuticals. Political movements and news agencies are also active users of the platform. Global trends are circulating on Twitter, which means that it can be beneficial for companies to be on Twitter. There are therefore great opportunities as a B2B company to create awareness and strengthen your brand here.
Below we will dive deeper into advertising on the platform.
Why advertise on Twitter?
Twitter as an advertising platform took new ground in 2020. The platform has simplified and improved the interface, developed the capabilities (such as the pixel and audience options) and made it a more user-friendly platform for advertisers. The development of the various formats on the platform is underway and recently Twitter’s own “stories” called “Fleets” have just arrived, which should be an ads format in 2021. The platform has for some time been profitable due to low competition and thus low costs for advertising, but has been a bit back dated by its features. This has led to challenges with the ad formats through, among other things as the limited copy. But the advertising tool has been developed, it has also simplified the advertising on the platform.
Same as Facebook’s Ads Manager, there are opportunities to create interest-based target groups, build target groups through the pixel, upload customer lists and build engagement target groups. Twitter is a great B2B channel, because the connection via Salesforce gives one the opportunity to build hot target groups and then process them on Twitter. There are also opportunities to build target groups based on lookalike followers to other people’s twitter accounts.
Why advertise on Pinterest?
Pinterest has as Twitter also developed their system in 2020. On the platform, you can build interest-based target groups, lookalike target groups, pixel target groups and upload customer lists. Pinterest also merged with Shopify in 2020, which means that companies that work with Shopify in particular can easily connect the store directly through Pinterest. This means that the implementation of pixels is not needed, and the use for advertisers on the platform is simplified. Same as Twitter, there is a search function on Pinterest, which advertisers can take advantage of by bidding on keywords. If someone is looking for example, a wedding, children’s party or home office, your company has the opportunity to be seen there, same as on Google through your keywords.
Last year, Pinterest also introduced dynamic product ads, which gives companies opportunities to retarget to people who have searched for specific products on the website. This is a perfect way to adapt the communication to the target group who have previously interacted with your company.
Pinterest has just launched a new way to automate personal ads for the target groups – dynamic creative. It provides an opportunity to create ads that are tailored to the target audiences and that blend into the flow. These ads that blend into the flow make more people inclined to click on the ad, which in turn leads to more people becoming inclined to buy.
Last but not least, Pinterest launched a new feature in 2020 that opens up even more conversion opportunities for e-commerce companies. Through “Shop tabs”, private individuals can take pictures of furniture they are interested in, then similar furniture comes up on the platform and a reason for why your company should work with your organic content on the platform.
System development of both as the platforms enable simpler and smoother advertising. When it comes to Pinterest, the medium is adapted for inspiration and still images is the winner, because the video format can quickly stand out more and be related to advertising more than as inspiration – which you want to avoid. For Video format it is better to use other platforms where the focus is primarily variable, such as TikTok or Instagrams Reels. Twitter is a social platform that is primarily growing in the B2B segment. The ability to bid on current events, but also to build target groups based on other companies’ followers is unique.
As we always say when it comes to advertising: test things out, learn by doing and optimize for your best results. Don’t forget to subscribe to our newsletter!