Twitter launched Website Cards, a great new option for content marketers on the social network. Twitter defines Website Cards as “a new way for advertisers to easily surface website content within a Tweet and drive relevant traffic to any page of their site, such as their home page, product page, or an important blog post.”
The Website Cards allow users to preview an image, see related context and experience a clear call to action in their timelines before tapping — something that may also increase the quality of click-throughs your brand is getting.
In testing, brands saw significant decreases in cost-per-click (CPC) compared to campaigns that used an image and URL to drive website traffic, as well as higher engagement rates and click-through rates. Now you know what Website Cards are, but what can you do with them? Read on, friends.
1. Cushion your content with context
Say that three times fast. By giving folks a more substantial taste of what they’ll find when they click through to your content via textual context, an eye-pleasing image, and a big, beautiful button, you’re providing them with a more secure sense that your content meets their needs – which it should, if you’re creating the right content.
2. A perfect testing ground
There are now 8 kinds of Twitter Cards for “a beautiful consumption experience built for Twitter’s web and mobile clients”:
- Summary Card: Default Card, including a title, description, thumbnail, and Twitter account attribution.
- Summary Card with Large Image: Similar to a Summary Card, but offers the ability to prominently feature an image.
- Photo Card: A Tweet sized photo Card.
- Gallery Card: A Tweet Card geared toward highlighting a collection of photos.
- App Card: A Tweet Card for providing a profile of an application.
- Player Card: A Tweet sized video/audio/media player Card.
- Product Card: A Tweet Card to better represent product content.
- Website Card: See above
The introduction of the Website Card is a great reminder to test between all these kinds of cards to see which works best for the kind of content you’re pumping out. You might find that one section of your site benefits from robust, streamlined Photo Cards, while specific blog posts are a good match for more information-heavy Website Cards. The Website Card puts another very valuable tool in the Marketing department’s arsenal.
3. Mobile VS. Desktop
The Website Card is available on both desktop and mobile. You should be paying attention to which format provides more desired ROI. If there’s a remarkable difference, you’ve got a great opportunity to shape not just your Twitter strategy but your Marketing strategy in general based on what audiences are looking for based on what device they’re using. For example, I might be very likely to click on a blog post about a favorite fashion designer at 3PM on a Friday, but not while I’m on the go, on my iPhone. Sometimes a fresh feature addition can offer a new outlook on what your marketing org is up to more generally.
4. Drive a higher volume of URL clicks – or less
Be careful here. Twitter says that, since users are able to preview an image, related context and a clear CTA in their timelines before tapping, they’re more likely to click on the URL. This could be true, but it could also mean that users get an idea of what you’re trying to say/sell, and decide it’s not for them. Or that they feel they’ve got the gist from the Website Card and don’t need to go any further. Making your Website Cards alluring and clear but not holistic summaries (leave ’em wanting more!) is a good way to avoid this trap.
5. Get the people you want, when you want them
By leveraging Twitter’s targeting options based on signals like interest, keywords, and tailored audience segments, marketers can use the Website Card to drive qualified traffic from the right audience at precisely the right time. Our reports, such as our gold-standard Twitter Activity Report, can help you figure out which interests and keywords to target, and which audiences are the right fit for your content. When you download the report into Excel, you can even choose which keywords you’re interested in seeing data about. The more you know, the better you’ll target.
6. Conversions, conversions, conversions
The Website Card can also be used to measure the end-to-end conversion from a Tweet engagement or impression to a lower-funnel action, like a signup or purchase. This kind of information is invaluable, telling you whether your Twitter efforts are striking pay dirt – or just striking out.
What can Website Cards do for you?
Do you see this as just another addition to the Twitter Card suite, or does the Website Card hold exceptional value for your brand? What kind of luck have you had with Twitter Cards in general? Which kinds of brands have the best success rates with Twitter Cards? Drop some knowledge in the comments below, or Tweet @SimplyMeasured.