Impact in just 280 characters

It’s time for more brands to Tweet

07 September 2021 | Technology

“If you didn’t launch your new brand, product or service on Twitter, did you launch at all?” asks Cornelis Ouwehand, sales director at Ad Dynamo – Twitter’s exclusive ad sales partner in Africa. “Not only does news break first on Twitter, but with over 192 million daily active users and growing, brands can no longer afford to not be on Twitter, especially as the platform is making inroads into some of the world’s fastest-growing markets by now having headquarters on the African continent.”
He continues: “Through Twitter, brands can connect directly with consumers in real time about what they are talking about. It’s a people’s platform - they’re the ones driving conversations, talking about things that they are passionate about, things they’ve learnt, etc. Brands have an opportunity to be part of the conversation.
“In our experience, brands that launch on Twitter see these conversations being sustained for over a month – that’s almost a 33% increase in sustained awareness from the day the conversation and the hashtag are seeded, to the launch, and that conversation carries on for about 43 days. This is because Twitter connects brands with audiences when they’re most receptive and the number one reason why people go on to Twitter is to discover something new and exciting.”
Ouwehand explains that the best way for brands to become part of the conversation is to align with a particular moment and Ad Dynamo has identified three categories:
● Personal moments, which are when users talk about themselves and the things they like and dislike including food, music and sport;
● Cultural moments such as Mother’s Day and Valentine’s Day; and
● Brand moments, which are the ways in which brands make themselves more human such as when it is their birthdays.

Topics & trends
“There are various topics and trends that brands can be at the forefront of and that is how they build cultural relevance. In fact, 23% of a consumer’s purchase decision is driven by cultural relevance. With people increasingly looking to brands to weigh in on global issues and what’s happening around them, this should be a key component in a brand’s Twitter strategy,” shares Ouwehand.
An example of this was a 2019 Tweet by Nike in support of embattled athlete, Caster Semenya. The Tweet, which simply read “Never slow down for the world, one day it will catch up with you. #Justdoit” and was accompanied by an image of the runner, was seen 31 million times, mentioned 35 000 times and saw 23 000 unique authors getting involved.
Ouwehand notes too that brands need to extend their activity beyond peak moments by reinforcing their messages using an always-on approach.
“To get audiences to stop scrolling and engage, brands need something in their arsenal with stopping power and that’s where creativity is crucial. Whether it’s video, 3D GIFs, branded image overlays or interactive automated solutions, brands need to be doing something differently, as opposed to just putting out content so they can say ‘I’m part of the conversation’.”
He concludes by saying that while Twitter might seem daunting to brands not au fait with the platform, there are partners that can help them navigate this new world. “Ad Dynamo, for instance, offers a free resource to clients, complete with workshops, brainstorming sessions, campaign ad training and more, to help them take on Twitter and boost brand awareness. Ultimately, our aim is to connect brands with every consumer in Africa at scale.”

Similar News

 

MICT's say on SIM card registration

1 day - 26 October 2021 | Technology

Following government’s policy directive that all SIM cards in Namibia must be registered, the Ministry of Information and Communication Technology (MICT) said that after consultations...

Hot topic tonight: Deep Learning Achievements and Future Projects

3 weeks ago - 30 September 2021 | Technology

Prof Manuel Ujaldon, a professor in computer architecture from the University of Malaga (Spain) hosts a talk about Deep Learning Achievements and Future Projects at...

Convenience at your fingertips

1 month - 23 September 2021 | Technology

In a first for the Namibian petroleum industry, Engen has brought retail convenience to your by introducing a ground-breaking new mobile app. Available for download...

NaCC warns municipality about fibre

1 month - 07 September 2021 | Technology

The Namibian Competition Commission (NaCC) cautioned the Windhoek municipality to offer access to fibre optic infrastructure development in and around the capital on equal terms...

Q-KON, Twoobi: Creating access to ICT

1 month - 31 August 2021 | Technology

A young and dynamic team that was formed in 2016 to expand the Q-KON Group’s presence in Namibia with the specific focus to offer satellite...

Social media: What’s hot and what’s not

1 month - 30 August 2021 | Technology

Did you know that, contrary to what one might think, older age groups are the fastest-growing segments of many social media platforms’ audiences? Facebook, for...

Disinfect your phone

2 months ago - 18 August 2021 | Technology

Johannesburg • Anna CollardImagine if your mobile phone could be used to spy on you, listen to your conversations and send information and images from...

Going greener

2 months ago - 13 August 2021 | Technology

E-waste recycling company NamiGreen has partnered with MultiChoice to install recycling points in 17 locations around Namibia.This means that Namibians can now recycle their DStv...

The Future of Facebook

2 months ago - 03 August 2021 | Technology

Founded in 2004 by Mark Zuckerberg, Facebook is the oldest surviving social media platform. But with more and more platforms entering the market, will it...

Training the hybrid mind

2 months ago - 03 August 2021 | Technology

Johannesburg • Anna CollardMore than 50% of IT teams believe that employees have bad security habits – habits they’ve developed since moving their offices into...

Latest News

More Pfizer BioNTech arrives

3 hours ago | Health

The United States government donated 124 000 doses of the Pfizer BioNTech Covid-19 vaccine to Namibia. The vaccines arrived last Friday, following the first consignment...

Smart strategies for sellers

3 hours ago | Life Style

Putting a home on the market can be stressful, and it can be difficult to make objective decisions when it matters most.Adrian Goslett, Regional Director...

Influencer programme generates great interest

4 hours ago | Tourism

Namibia Wildlife Resorts (NWR) collaborated with ten social media influencers on its first-ever social media influencer programme, to create awareness of its resorts to a...

Township women learn to sew

6 hours ago | Social Issues

Twenty-eight Windhoek women recently successfully completed a three-month sewing course at the City of Windhoek (CoW).The course was conducted at the UN Plaza Community Hall...

Shoes heading to Omaheke

7 hours ago | Social Issues

Project Never Walk Alone (PNWA), led by Tim Ekandjo, announced the distribution of the second batch of 1300 pairs of shoes to the needy in...

Creating solutions

1 day - 26 October 2021 | Environment

Namibia is known for its pristine environment and landscapes that attract substantial tourists; therefore, the lack of solid waste management if unattended may lead to...

MICT's say on SIM card...

1 day - 26 October 2021 | Technology

Following government’s policy directive that all SIM cards in Namibia must be registered, the Ministry of Information and Communication Technology (MICT) said that after consultations...

Masks, gowns for Health

1 day - 26 October 2021 | Health

When the third Covid wave hit Namibia, the request for assistance was also heard by Support Ulm e.V. in Germany, and Prof. Dr. Heinz Maier,...

Green, inclusive development to rebuild...

1 day - 26 October 2021 | International

Development cooperation is an important cornerstone of the German-Namibian partnership, as was highlighted by the visit of the German delegation of the Federal Ministry for...

Load More