Why You Should Include Twitter and Pinterest in Your Social Media Marketing Strategy

For a long time, business opportunities have been familiar on our most popular social platforms: Facebook, Instagram, and Snapchat. But recently, more opportunities have opened up through advertising on Pinterest and Twitter. In this blog post, we'll dive into why you should market on these social platforms too.

Twitter was once a social forum where only young people used to comment, discuss, and debate. In recent years, the platform has increasingly become a medium for innovative companies in technology, sustainability, and pharmaceuticals. Political movements and news agencies are also active users of the platform. Global trends circulate on Twitter, making it beneficial for companies to be on Twitter. Therefore, there are great opportunities for B2B companies to create awareness and strengthen your brand here.

Below, we will dive deeper into advertising on the platform.

Why advertise on Twitter?

Twitter as an advertising platform broke new ground in 2020. The platform has simplified and improved the interface, developed capabilities (like pixel and audience options), and made it more user-friendly for advertisers. The development of the platform's various formats is ongoing, and recently Twitter's own 'stories' called 'Fleets' just came out, meant to be an ad format in 2021. The platform has been profitable for some time due to low competition and thus low advertising costs but has pulled back a bit due to its features. This has led to challenges with ad formats, such as limited copy space. But the ad tool has developed, which has also simplified advertising on the platform.

Just like Facebook Ads Manager, there are opportunities to create interest-based audiences, build audiences through pixels, upload customer lists, and build engagement audiences. Twitter is a great B2B channel because the connection via Salesforce allows building hot audiences and then targeting them on Twitter. There are also opportunities to build audiences based on lookalike followers of other Twitter accounts.

Why advertise on Pinterest?

Like Twitter, Pinterest also developed its system in 2020. On the platform, you can build interest-based audiences, lookalike audiences, pixel audiences, and upload customer lists. Pinterest also teamed up with Shopify in 2020, allowing businesses using Shopify to easily connect their store directly through Pinterest. This means pixel implementation isn't necessary, and it's easier for advertisers to use the platform. Just like Twitter, there's a search function on Pinterest, which advertisers can utilize by bidding on keywords. If someone searches for a wedding, children's party, or home office, your company has the opportunity to show up there, just like on Google with your keywords.

Last year, Pinterest also introduced dynamic product ads, allowing businesses to target people who have searched for specific products on the website. This is a perfect way to tailor communication to the audience that has previously interacted with your business.

Pinterest has just launched a new way to automate personalized ads for audiences – dynamic creative. This allows creating ads that are tailored to the audiences and blend seamlessly into the feed. These ads blend into the feed, increasing the likelihood of someone clicking on them, which in turn leads to more purchases.

Lastly, Pinterest launched a new feature in 2020, opening even more conversion opportunities for e-commerce companies. With "Shop tabs," individuals can take pictures of furniture they're interested in, and then similar furniture will appear on the platform, giving a reason why your business should work with your organic content on the platform.

Summary.

The system development of both platforms enables easier and smoother advertising. When it comes to Pinterest, the medium is tailored for inspiration and still images are the winner, as video formats can quickly stand out more and be associated with ads rather than inspiration – which you want to avoid. For video formats, it's better to use other platforms where the primary focus is variable, like TikTok or Instagram's Reels. Twitter is a social platform that mainly grows within the B2B segment. The ability to bid on current events and build audiences from other companies' followers is unique.

As we always say when it comes to advertising: test things, learn by doing, and optimize for your best results. Don't forget to subscribe to our newsletter!