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How Do You Like Twitter Now?

Twitter gave brands two new reasons to like advertising on the platform: Branded Likes and Campaign Planner. Robert Rose of the Content Marketing Institute explains their value – and what’s behind all the recent amped-up tools and feature announcements from the social media also-ran.

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Aired: July 1, 2022

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Hello everybody, Robert Rose here with the news. It’s what’s new and what’s important in the world of Content Marketing. It’s the news you need to lead in the practice of Content marketing and content strategy.

For the best in best practices – you can always go to

One Item in the news this week – and it’s Twitter again.

In recent weeks, Twitter has amped up new tools and feature announcements. Last week was no different.

The social media network has announced two interesting new marketing features.

The first is Branded Likes. This feature will allow brands to create custom animations in the ad manager to encourage the audience to “like” a tweet. This may seem like a frivolous kind of feature. And, well, it is. But combined with Twitter’s Branded Notifications, it could be something interesting.

Branded Notifications are features available to Twitter advertisers. You can post a tweet with a call-to-action embedded into it. An example might be: “Like this tweet to get notified when we launch our website.” Then, when you send the launch announcement tweet, everyone who liked the tweet – your opt-in audiences – would receive an @ mention about the launch.

If you’re saying, “I never knew such a thing existed,” you’re not alone. That functionality is available through a third-party vendor called Arrow. But you can see how customized animated CTAs might be more attractive now.

The second (and much more interesting) move for Twitter this week is Campaign Planner – a tool that lets advertisers forecast campaign results. Twitter says the tool enables marketers to forecast reach, impressions, average frequency, and CPM against a specified audience, campaign duration, frequency setting, and budget for all auction-based campaigns.

These campaign tools resemble the tools available to Google Search media buyers.

Our take: Twitter is doubling down on advertising and advertising tools as it also mulls over business models such as subscriptions and (as I talked about last week) different ways to create new, stickier forms of content, including long-form, multimedia, and perhaps even email newsletters.

Related: Twitter’s New Medium – Long-Form Content?  

All these new features would typically be positive for a tech company. But Elon Musk’s quixotic attempt to buy the company and former President Donald Trump’s recent appeal to the previous dismissal of a lawsuit over being banned from the platform overshadow nearly everything the company does.

Related: Twitter’s New Medium – Long-Form Content?  

As a fan of the platform, I hope Twitter can get back to business as usual with all these new tools for building and engaging audiences and marketing. And (not to put too fine a point on it) get back to independence.

And that’s five minutes of news you need to lead in content marketing. I’m Robert Rose. Remember, it’s your story. Tell it well. I’ll see you next week.

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