Digital marketers are used to working with tight character limits, but if this blog post was a tweet it wouldn’t even have enough room to fin…
…ish this sentence.
When you’re trying to get across the USPs of your product or service on Twitter, to an audience who are not actively inquiring about your brand, this can be incredibly frustrating.
So, rumours that Twitter is about to introduce ad formats that may extend to the 10k character limit currently available in Twitter messages might be ray of hope to marketers who struggle to sum up their USPs AND attract users’ attention in 140 characters.
Twitter hasn’t exactly denied that this ad format, which some say is currently working under the code-name of “Beyond 140”, is in the pipeline. Chief executive, Jack Dorsey stated, “we’ve spent a lot of time observing what people are doing on Twitter, and we see them taking screenshots of text and tweeting it. Instead what if that text…was actually text?” Furthermore, he contests, “we’re not going to be shy about building more utility and power into Twitter for people. As long as it’s consistent with what people want to do, we’re going to explore it.”
However, Dorsey insists that the current 140 character limit is not only sufficient but inspires creativity with Twitter, even going so far as to call it a “beautiful constraint.” Though to any marketer whose has ever perfectly-crafted a tweet that runs 141 characters long, this could be a life-saver.
Twitter Conversational Ads
Twitter also announced yesterday the launched their new “Conversational Ads” format in the US, which go beyond current promoted tweets. The format’s call-to-action button has the ability to combine hashtags, video polls and quotable content – crucially letting the user peronsalise content before retweeting. Surely an international launch can’t be far behind.
As Twitter continues to push to attract as many advertisers as possible, from local businesses to multinational giants, we should probably expect more new ad formats in the near future. So surely the 140 character limit can’t last forever?