Good instructions are the key to any successful Sponsored Tweets campaign. If you craft the instructions correctly you will have a high level of participation and high click-through rates.
Follow The Golden Rule
There is only one rule when creating instructions: you can’t inject opinion into the tweet.
Acceptable Advertiser written instructions:
“Tell your friends what you think of ACME Co.”
Unacceptable Advertiser written instructions:
“Tell your friends how much you love ACME Co.”
If you inject opinion into your instructions, chances are you will have few takers; you may also get banned from the system entirely. For more information on this please visit the ethics section.
You will notice that we limit your instructions to 140 characters, just like Twitter limits Tweets to 140 characters. This is designed to keep Advertiser instructions short and to the point.
Keep it Open
The biggest mistake that Advertisers consistently make is boxing a Tweeter in. They provide too much specific information and don’t allow for variation in messaging. When I personally craft a campaign I try to keep things as open as possible, and even ask the Tweeter questions. Below are some sample instructions that we would recommend for different types of campaigns. Feel free to copy and modify them to suit your needs.
Acmemovie is coming out this weekend. Watch the movie trailer and share your favorite part with your friends. (109 characters)
Time Sensitive Retail Sale
Let your friends know Acme is having a huge one day sale. What do you think is the best deal on our site? (105 characters)
We just made a new post on the Acme blog. Take a read and share your opinion. (77 characters).
Social Media Contest
Prompt your friends to share what Acme means to them and include #acme in the tweet. They could win a $500 Acme gift card. (122 characters)
What is your dream vacation? Check out any of our destinations and share with your friends.