In another move to position itself as the go-to social commerce site, Twitter recently unveiled three new Twitter Cards aimed at helping businesses generate ROI from their social media marketing efforts. The features allow brands to add rich custom content inside each Tweet. Originally, this technology was labeled expanded Tweets, with more than 2,000 partners using the function approximately four months after launch.
Twitter initially introduced Twitter Cards that provided short summaries for articles, enhanced photo features and played video content. However, the new Cards will focus on mobile applications, product display and galleries, and each provides opportunities to create richer social content experiences. The Twitter Card options are outlined below.
The application Card
This feature will give businesses the chance to display and promote their mobile applications from the iOS App Store or Google Play directly in Tweets. Each publication can include things like the app’s description, rating and price. More, businesses that choose to promote their applications via Twitter can also include links that say, “Get this app.” This call to action may compel viewers to download and convert via the social network.
The gallery Card
Marketers can already display vibrant images in their Tweets, but the new gallery Card allows brands to publish up to four small images as a preview of a larger gallery. This can be extremely helpful for both B2Cs and B2Bs with a high volume of product images, infographic marketing materials and thumbnails for video content. For example, a company with a new white paper could publish four graphics from the publication to highlight included data or insights, and then provide viewers with a direct download link for conversion. As Brafton has reported, visual content increases clicks on social media, making the gallery Card a valuable new feature.
The product Card
Businesses can also feature products in Tweets directly. Brands can upload a photo, description and up to two additional details about the item it is displaying (price, size, in stock, color). This will allow B2Cs, and in some cases B2Bs, the opportunity to increase product visibility on the social network.
Overall, these updates are extremely exciting developments in the evolution of Twitter.