How Twitter Conversational Ads And Instant Unlock Cards Work?
The main purpose of using Twitter’s conversational ads and instant unlock cards is two-fold: It encourages Twitter users to engage with the ad, and it encourages them to re-tweet the ad with their own followers.
When using such ads for your marketing campaign on Twitter, the instant unlock cards are so useful due to their propensity for going viral. The ads in question too are usually used to engage Twitter users in two unique ways:
(1) The advertiser or business sets up the conversational ad to present two teams with two respective hash tags, and then they encourage their audience to pick a team. The instant unlock card used in the ad will have two buttons with the respective hash tag on it, and the user can click on the respective hash tag (team) of their choice in order to tweet their team choice to their own followers. What happens here is that, the moment a user chooses one of the hash tags (teams) and tweets it, the business’s or advertiser’s conversational ad is re-tweeted to that user’s followers (along with that user’s hash tag tweet).
(2) The advertiser or business sets up their Twitter conversational ad with one hash tag on their instant unlock card. And then they encourage Twitter users to click on that hash tag button on their ad in order to tweet that hash tag to their own followers – in exchange for the brand revealing exclusive content (that can only be seen once the hash tag is tweeted by the user).
Since both these options also allow the users to customize their tweets if they wish (as long as they use the ad’s hash tag in their tweet), users are also able to tweet to other Twitter handles they know as well. And, in either case, such ads encourage Twitter users to not only engage with the brand, but to also re-tweet the ad and thereby help make it go viral.