Carousal ads on Twitter have been a valuable multi-format advertising
element that display multiple features or products and break up
a single ad image across multiple frames. Last year, the feature was updated
with custom headlines and landing pages, hence offering more engaging ways to create
posts for several audiences within a single ad campaign.
Twitter’s statistics reveal that the update resulted in 20%
increase in click-through rates and 25% increase in site visits compared to
single-asset ads. The company is, therefore, ensuring that marketers gain the
most out of these ads, by offering them a number of new tips.
Since carousal ads have a multi-image format, Twitter
encourages adding variable visual assets, including both image and video. In addition
to that, advertisers can drive more traffic to their websites by adding custom
URLs to each image or video. To make the process simpler, Twitter has also outlined
a map of the strategy in the form of a worksheet.
Other numerous tips include narrating a cohesive story
through the ad by adding a visual narrative across each frame, and clearly highlighting
the product, service, or app and its benefits in the frames. To ensure
provision of extra context and encouragement to readers, advertisers must also
consider additional fields like headlines, Tweet copy, and calls-to-action.
Additionally, to drive audience to unique landing pages, customization
of headlines and URLs must be taken into account in case of using the multi-destination
functionality. Twitter also encourages checking the consistency across image
and video aspect ratios in case of mixed media. For example, 1:1 image with 1:1
video, 16:9 image and 1.91:1 video.
