Surpass the 140 character limit on Twitter

Surpass the 140 character
limit on Twitter
A presentation of the tweet formats that enable you to boost the
engagement generated by your publications
September 2014
brainsonic.com

2
SUMMARY
CLASSIC
TWEETS
CARDS TWEET
CAMPAIGNS
FUTURE
FORMATS

3
“140 characters are a thing of the past”
Too often we tend to associate Twitter with the traditional limit of 140 characters, based
on the model of SMS messages.
Community managers must therefore strike a balance between catchy and relevant
content.
Once hashtags and URLs have been incorporated into a tweet, very little space remains
for additional information. Another recurring problem is the challenge of
standing out within the never-ending stream of messages. On Twitter, if a
message is not hard-hitting, it will almost certainly fall through the cracks…
However, Twitter offers many ways of making engaging and eye-catching tweets,
allowing messages to go well beyond the limit of 140 characters.
This unexploited potential is what we address in this presentation…
Mathieu Crucq
Account Manager &
Social Media Consultant
@cineshowFR
fr.linkedin.com/in/mcrucq
mathieu.crucq@brainsonic.com

These are tweets you can compose on twitter.com, your smartphone or
software such as TweetDeck.

S INGL E IMAGE
tweets
Stand out visually on Twitter
feeds
Whether it’s an infographic, a
quote or a thank you, don’t
hesitate to use images in order
to distinguish your tweets
through striking visuals.
As of recently, it’s also possible
to tag up to 10 people in an
image, which is an easy way
of freeing up characters in the
tweet itself.

MUL T I - IMAGE
tweets
The arrival of story-telling
Easy to use in gallery mode,
adding multiple images
and displaying them in a
specific order means you
can really tell a story.
Announce key figures,
incorporate engaging
visuals: just like PowerPoint
or Slideshare, these multi-image
tweets allow you to
tell an entire story…in just
one tweet.

ANIMAT ED
tweets
The power of the short
Thanks to the rise of Vine,
Instagram and gifs, the
“short” is now a major tool
for brands on Twitter.
The use of this new format,
which is viewed in the
Twitter stream itself, offers
marketers interesting ways
of promoting their
messages, while respecting
the 140 character limit.

Twitter cards are easy to use, as they simply require the addition of HTML meta
tags in the source code of your web page. They allow you to incorportate
more engaging and often interactive content in tweets. The appearance of
each tweet is completely modifiable, so you can present very rich information.

Summary Card
The default Twitter card
Display “simple” information
linked to the website or
shared page (title,
description, image).
Find out more:
>> https://dev.twitter.com/cards/types/summary

Summary Card
with Large Image
For highly visual content
Almost identical to the
previous card, the summary
card with a large image
draws more attention to
the thumbnail in question.
Find out more:
>>https://dev.twitter.com/cards/types/summary-large-image

Photo Card
When the photo is the main
element being shared
Not to be confused with
the Summary Card with
Large Image, photo cards
prioritize the visual as the
main piece of information.
Find out more:
>> https://dev.twitter.com/cards/types/photo

Gallery Card
Why settle for one photo
when you can promote
your content through
several?
Share an image gallery with
internet users. Ideal for
travel and products up for
rent or sale. For pages that
contain more than one
distinctive photo, this card
is useful as it’s a lot more
visual.
Find out more:
>> https://dev.twitter.com/cards/types/gallery

App Card
Maximize exposure and
number of downloads for
your mobile apps
Are you an application
developer? App cards
allow you to display all the
key information about your
app. Clicking takes users
directly to the app store,
where they can buy or
download it.
Find out more:
>> https://dev.twitter.com/cards/types/app

Player Card
Make your tweets
interactive
Incorporate interactive
media in a tweet (video
player, live video streaming,
audio player, slideshow
etc…).
Content can be viewed
within the tweet itself;
there’s no need to leave
the platform.
But be careful: specific
regulations designed to
optimize user experience
apply to player cards.
Find out more:
>> https://dev.twitter.com/cards/types/player
>> https://dev.twitter.com/cards/types/player/approval

Product Card
Your e-commerce
catalogue on Twitter
Designed for e-commerce
professionals, these cards
integrate the buying
process of a product in
tweets (name/ price/ type/
color…). Information can
be modified, making the
process of accessing the
store a lot more efficient.
Find out more:
>> https://dev.twitter.com/cards/types/product

Get more with
CAMPAIGN TWEETS

Unlike cards, which require additional tags in the HTML code of
webpages, campaign tweets are created on the Twitter Ads
interface- even if you don’t use them in sponsored campaigns.

Generate Traffic
Maximize calls-to-action
Known as “website cards”,
these tweets are designed to
drive traffic to your website or
internet portal.
Allowing you to integrate
adapted visuals (also visible
on mobile) that also contain
rich and attractive
information, these tweets
enable you to control the
information linked to calls-to-action:
caption, site URL,
button text and tracked URL.
Find out more:
>>https://blog.twitter.com/2014/increase-traffic-and-conversions-
with-the-new-website-card

Lead Generation
CRM tweets!
These types of tweets can
only be linked to media
campaigns. Designed
specifically for CRM
purposes, the lead
generation format allows
registration to take place
without leaving the Twitter
platform. Information
(name/ surname/ email) is
saved, allowing brands to
use them for marketing
purposes later on.
Find out more:
>>https://blog.twitter.com/2013/capture-user-interest-
with-the-lead-generation-card

App
Promotion
Maximize exposure and
number of downloads for
mobile apps
Are you an application
developer? App promotion
allows you to promote
information linked to your
app in order to maximize
calls-to-action and
downloads. No more
wasted clicks; the “INSTALL”
button leads straight to the
app store.
Find out more:
>>https://blog.twitter.com/2014/introducing-mobile-app-
promotion

Promoted Videos
Enhance and effectively
measure video campaigns
The Promoted Video format
integrates video players
into tweets.
Videos are downloaded on
the Twitter platform,
allowing you to use
analytics in order to obtain
average visualization
percentages (0%, 25, 50, 75
et 100%).
Find out more:
>>https://blog.twitter.com/2014/introducing-promoted-
video-on-twitter

Recently or soon-to-be released, many of these formats are currently being
tested by leading brands. The ROI is not yet known, but the frequency of new
releases indicates Twitter’s desire and need to go beyond, or indeed around
its 140 character limit…

Buy Button
A step towards commerce
on Twitter
After being tested for
several months by a few
brands and officially
announced more recently,
the Buy Button, as its name
indicates, allows payments
to be made on Twitter.
Transactions are completed
on the platform and order
information is sent in a
follow-up email.
Find out more:
>> https://blog.twitter.com/2014/testing-a-way-for-you-
to-make-purchases-on-twitter

Flock to Unlock
#ForeverFaster
Used for the first time by PUMA for its
#ForeverFaster campaign, this
function allows access to content
only after a pre-defined number of
retweets.
The marketing potential is clearly very
significant, particularly in e-commerce,
as promotions or
products can become available only
once a pre-set benchmark has been
reached.
In the world of entertainment, media
and cinema, professionals can also
benefit from this tool by launching
eagerly awaited content and
allowing films to generate (even
more) buzz.
Find out more:
>> https://business.twitter.com/tactics/flock-unlock

Integrated Polls
Engage Twitter users without leaving
the platform?
Twitter recently tested what appears
to be a new card dedicated to polls.
No official announcement has been
made, but the social network seems
to be pursuing its objective of
optimizing the user experience within
the Twitter feed itself.
Find out more:
>> http://thenextweb.com/twitter/2014/09/24/twitter-working-
native-polling-tools-publishers/

29
B E F O R E W E F I N I S H …
If you enjoyed this presentation, don’t forget to share it!

Document c r e a t e d b y :
30
IN
Conclusion
With such an array of tweets, formats and marketing
tools offered by Twitter, brands now have an even
wider range of ways in which to:
Enhance the quality and variety o f
communication.
I ncrease engagement wi t h content by
mu l t ipl y i ng/ var y i ng edi tor ial techniques .
Opt imi ze web plat forms technically
i n order to max imi ze the
ef fect i venes s of mes sages .
Mathieu Crucq
Account Manager &
Social Media Consultant
@cineshowFR
fr.linkedin.com/in/mcrucq
mathieu.crucq@brainsonic.com

31
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