Twitter is once again upping its game for ecommerce brands.
Earlier this year they announced analytics for Twitter Cards which allow you to add images, videos and product descriptions to your tweets. This can significantly increase the amount of people who retweet your content, click your links and check out products on your website.
In fact, HubSpot A/B testing found that tweets with images received a 36% increase in clicks, a 41% increase in retweets and a 55% increase in leads.
Let’s take a look at how to use Twitter Cards to get more retweets, clicks and sales for your online store.
What Are Twitter Cards?
Twitter Cards allow you to add rich media to your tweets making them much more appealing and engaging. Here’s an example of what you’re probably used to seeing on Twitter:
And here is what the same tweet looks like when it’s enhanced with a Twitter Product Card:
In addition to the regular tweet, you can now see an image of the T-shirt and a short description. Twitter allows up to 200 characters for product descriptions, which is a 43% increase in the amount of characters you can use in a regular tweet.
Twitter also lets you include up to two other pieces of information about your product – such as its price, availability or size. In this case, ModCloth has added the T-shirt’s customer star rating.
Ecommerce brands can get big benefits from Twitter Product Cards, as they give your followers an easy way to share your products with their followers, and allow them to view and share your latest deals and promotions without visiting your website.
5 Creative Ways Ecommerce Brands Can Use Twitter Cards
In addition to product cards, Twitter has a variety of other cards that can help you increase follower engagement. In addition to showcasing products, you can also use Twitter Cards to:
Take a cue from Urban Outfitters and feature your next contest on a Twitter Card. Adding images to your tweets can help you stand out from the crowd and attract more entrants.
Introduce New Products
Next time you have a new product to announce, spend a little extra time coming up with an attractive image to accompany your tweet. Not only will it make your tweet more noticeable in timelines but it will also make it more enticing by offering your followers a sneak peek at your new stuff.
Lowes used a Twitter Card to direct its followers to a guide on how to design a home gym. You can also use images to encourage followers to visit your website, read one of your blog posts or check out your latest resource.
Piggyback on Current Events
This tweet got “Orange is the New Black” over 12,000 retweets. It’s timely, funny and relates perfectly to the show. Although this example is from a TV show, retailers can also use this technique to drive follower engagement.
Player Cards allow you to embed video and audio files in your tweets. This means your followers can view your educational videos, product demos or customer videos without leaving Twitter.
Twitter now offers Lead Generation Cards, so you can collect email addresses directly from your tweets. According to Twitter, “When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.”
Here’s an example of how Dropwines is using a Lead Generation Card to get its Twitter followers to opt-in for its content. When a follower clicks the “Find out more” button, they will be added to Dropwine’s list.
Discover How Well Your Content Is Performing With the New Twitter Card Analytics
Twitter recently announced analytics for Twitter Cards, so you can see how your Cards and multimedia content are performing. You can track things such as clicks and retweets. You can also see how your different card types are performing and find out which influencers are sharing your content.
For more information about the new marketing analytics for Twitter Cards, check out this video from Twitter:
To learn more about Twitter Cards analytics, visit analytics.twitter.com.
How Much Do Twitter Cards Cost?
Most Twitter Cards – including Product Cards – are free. However, Lead Generation Cards are part of Twitter’s advertising program and can only be used within Promoted Tweets. The cost depends on your advertising budget and how much you want to bid for each engagement. An “engagement” is an action someone takes after they view your Lead Generation Card, such as clicking a link, retweeting it or following you.
How to Get Started with Twitter Cards
To start reaping the benefits of Product Cards, you need a product web page with an image that is at least 160 x 160 pixels and preferably square (odd-sized images can be cropped). Once you have an image, visit Twitter’s Developer site and check out the Product Card documentation. The documentation page contains the meta tags that you must include on your website.
After you place the meta tags on your product page, check them against Twitter’s Card Validator tool and submit them for approval. According to Sylvain Carle, Developer Advocate at Twitter, it can take 5-10 days for Twitter to review and approve a Card if you implement it correctly. Plus, it could take another 5-10 days to get approval on a Product Card.
If you use Shopify, you can find out how to get Twitter cards working for your store by following these instructions.
For more information on Twitter Cards, visit https://dev.twitter.com/docs/cards.