The Twitter headlines just keep coming! Changing rules, new leaders, major charges for that blue checkmark. What does it all mean for your brand? If you’re feeling a little nervous about this social platform, you’re not alone. Here’s the truth about Twitter as we see it.

What’s the Latest on Twitter?

Advertisers need to be able trust the platforms on which they advertise. Since Musk’s Twitter acquisition, there have been concerns over the rise of misinformation and rapidly changing rules and policies. Some major brands have pulled advertising dollars because the platform became too risky.

In May 2023, investors and advertisers alike let out a cautious sigh of relief when Twitter Hired Linda Yaccarino, whose extensive experience includes most recently leading NBCUniversal’s advertising sales. Does this mean stability for Twitter? We’re hopeful.

Top Priority: Brand Safety

Advertisers need to be able trust the platforms on which they advertise. Since Musk’s Twitter acquisition, there have been concerns over the rise of misinformation and rapidly changing rules and policies. Some major brands have pulled advertising dollars because the platform became too risky.

In May 2023, investors and advertisers alike let out a cautious sigh of relief when Twitter hired Linda Yaccarino, whose extensive experience includes most recently leading NBCUniversal’s advertising sales. Does this mean stability for Twitter? We’re hopeful.

Our Advice for Navigating Twitter Today

While we don’t advise knee-jerk reactions to Twitter’s turmoil, it is important for advertisers to be alert to any risks that might arise for your brand. Ohlmann Group’s digital experts are happy to help create a customized digital marketing plan for your brand.

If your company plans to continue to invest in Twitter advertising, here’s our advice for navigating this platform successfully:

• Messaging on Twitter should be short, smart, and to the point. This is not the place for lengthy or complicated campaigns.
  
  
• Keep your ads well below the 280-character limit. Research shows 50-100 characters do best.
  
  
• As Twitter looks to rebuild after the exodus that followed Musk’s takeover, it’s a good time to focus on rebuilding followers and setting goals accordingly.
  
  
• Videos should stay short – 15 seconds or less is recommended for advertising. Anything under 60 seconds will loop.
  
  
• A clear CTA is crucial on Twitter. Make sure your ads tell users what you want them to do.
  

The Bottom Line: Diversify Your Ad Strategy

As is always the case, the best strategy is to create a healthy mix of paid, owned, shared and earned media across multiple platforms. Don’t put all your advertising eggs in one big Twitter basket.

Want to talk through your digital marketing and advertising mix? We’re here to help! Send us a note and let’s talk. And sign up for our newsletter, The Download, for more marketing news and insight!