Carousel ads have always been one of the better performing Twitter ad options, and last October, Twitter improved its Carousel Ad offering by allowing custom headlines and landing pages to be used within each frame of your Carousel Ads, giving you more ways to build responsive posts for different audiences within the same campaign.
Consider Carousal Ads if you're looking to maximize your Twitter marketing efforts. Twitter also shared some new tips this week to help marketers maximize their carousel ads and organic posts, including a new worksheet for mapping out your carousel campaigns.
First off, Twitter highlights some of the key usage options for Carousel Ads, noting that Carousels can be great for:
- Showcasing multiple features or products
- Promoting multiple offers
- Illustrating various benefits of an app, product, or service
- Highlighting multiple reviews and customer quotes or testimonials
- Breaking up a single image across multiple frames
- Telling a multi-faceted story
The multi-image format is good for stopping users mid-stream, with the second image appearing just off screen, enticing a swipe-through reaction. The more visually appealing and engaging your carousels are, the more likely users are to scroll through your display - which is where multi-destination functionality can add variety and interest.
Here are more tips for mapping out an effective Carousel Ads approach:
- Make sure that your images and videos tell a cohesive story and follow a visual narrative across each frame
- Clearly feature your product, service, or app and its benefits in your creative
- Don't ignore your accompanying headlines, Tweet copy, and calls-to-action. Use these fields to provide extra context and encouragement to readers
- Customize headlines and URLs if using the multi-destination functionality. This will drive your audience to unique landing pages
- If leveraging mixed media in your Carousel Ad, image and video aspect ratios should remain consistent (1:1 image with 1:1 video, 16:9 image and 1.91:1 video)
- Check in on your detailed card-level and swipe metrics reported in your Ads Manager to iterate and learn