Twitter’s Carousel Ads have been very popular with advertisers since they came out last year. Advertisers praise these ads that include lots of photos, videos, or both to drive sales or a targeted action from their audience.
Twitter has found that during Beta testing, Carousel ads led to a 25% increase in click-through rates for campaigns using them for page visit conversions. Last week, the company split some new advice to help advertisers get the best results.
Summary of Tips on Twitter Carousel Ads
TIP 1: Make sure all your images or videos tell a story
The first tip to keep in mind is that all your images and videos should tell a cohesive story behind your ad. If you get the visual narrative wrong, the ad will be confusing and you won’t get the most out of it.
TIP 2: Your Product or Service
Second, display your product or service in the ad prominently. Images or videos should be of high quality, representing it as it is. Also, make sure you explain the value it will add to the user’s life. Here you can talk about the problem it solves, its benefits, and so on.
TIP #3: Provide additional context for readers
Third, make sure your carousel ad provides additional context. This way, your audience can fully understand your message and the action you intend to take. To achieve this, fill in all the accompanying fields in the ad with text. Don’t forget to include some text in your headline, Tweet copy, and call-to-action fields.
TIP 4: Multi-destination functionality for carousel ads
The fourth tip is about properly using the multi-destination functionality for Carousel ads. In October of last year, Twitter launched this functionality to make ads more effective at driving conversions.
Designed to easily integrate with your Carousel ads, the multi-destination functionality works precisely to take your viewers to multiple landing pages. Ensures that each URL has its own media as well as title text. This will drive your audience to unique landing pages. However, be sure to customize your URLs and titles if you use this functionality.
TIP 5: Using mixed media in your carousel ads
The fifth tip involves the proper use of mixed media (photos and videos) to leverage your ads. The beauty of Twitter carousel ads is that you can include mixed media (photos and videos) or homogeneous media (only photos or videos).
Mixed media carousel ads are great because they increase the chances of your visuals being seen because if the viewer’s device can’t play the videos, they can at least look at the images in the ad and get the message.
If you decide to use mixed media as leverage, do it right. Make sure both types of media files have a consistent aspect ratio; 1:1 image with 1:1 video, or 16:9 image and 1.91:1 video.
TIP 6: Your detailed card and swipe level metrics are very important
Card and slide level metrics are very important to your carousel ad approach. These features provide relevant analytics to help you understand your ad performance. As such, don’t forget to check them out.
Also see: Apple Mail to introduce scheduled delivery and undo delivery features
Examples of brands that saw great success with carousel ads after implementing the tips above
In addition to the new Carousel ad tips above, Twitter also shared the names of some brands that saw great success due to proper implementation of multi-image or multi-video ads using those tips. The brands in question are Cooke Optics, Celtic & Co, GoPuff and Comico.
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