Since its inception, Twitter has been big for big moments.
Activity can jump from thousands of Tweets per minute on average to throttle upwards of 600,000 per minute during major events such as the World Cup, Super Bowl, and Oscars.
Looking across 80+ Twitter advertisers using the 4C Social Ads product, the 3 biggest days in terms of total ad spend over the last 3 1/2 months coincided with 3 of the biggest TV events during that time:
- American Music Awards indexed 2.91X higher than the daily average
- Super Bowl 50 indexed 5.84X higher
- The Grammys indexed 2.14X higher
And with the Academy Awards coming up on Sunday, I bet we’ll see another spike on this chart.
Twitter’s unique 140 character limit for Tweets lends itself perfectly to engagement en masse during what we at 4C call “shared media experiences.” It certainly seems to be the social media platform of choice for tracking the real-time pulse of the online public. I can speak from personal use that when something big and interesting happens, the first place I turn to is Twitter to gauge the response of the crowd and share my thoughts.
Marketers have been buying Twitter ads since 2010 and, as with many of the social media publishers, the paid promotion of organic content has become a core tactic. In the case of Twitter, Promoted Tweets helps advertisers ensure their target audiences don’t miss their posts in the constant flowing content stream.
However, along with the “always-on” strategy of Promoted Tweets and other formats like Promoted Accounts, advertisers also see the power of Twitter during the biggest shared media moments of the year and “pulse” spend accordingly to tap into the potential.
After all, it’s during these times, tens of millions of Twitter users like me are engaging at a rate much, much higher than normal. It’s at these moments that TV advertisers should be looking to do something different than normal too and have budgets and creative set in advance to capture the heightened emotion.
Shared media experiences aren’t necessarily a new phenomenon. If you were alive when the Beatles went on the Ed Sullivan show or when Neil Armstrong walked on the moon, you will forever remember these moments because so many people watched them and experienced them together. While today might be different in that we have so many more devices and channels to consume, the big moments still stand out for their ability to connect the masses.
Social media, and Twitter in particular, makes it easy for people to share experiences together. For brands, these are the most valuable marketing moments. So, when planning your advertising strategy, it’s important to not just be always-on with Twitter, but make sure you set aside some of your budget to be able to capitalize on these big moments…they could be really big for you too.