Just like SEO and PPC, marketers on Twitter are looking for ways to stand out from their competition. What is the easiest way accomplish this? Twitter Cards. These cards were launched in June of 2012 with the intent to get more clicks for promoted tweets. . It caught on, and now more and more brands are using them. Just like ad extensions can increase the click-through-rates of PPC ads, these Twitter Cards will do just the same thing. Here are examples of Twitter Cards that you should implement to bolster your social media campaigns.
If your company has a blog or lots of updated posts that you promote on Twitter, the summary card is an easy start.
Your tweet will include the title and author of the post. Also included is a short summary of the post and a small image from the page that will be on the right-hand side. Pretty straightforward. You can also have a Summary Card with a large photo seen below.
The main summary elements are pushed to the bottom of the tweet to make way for a bigger image. If you rely on visually capturing a user's attention for your posts, the larger image Summary Card is the way to go.
If you use Twitter regularly, you've most likely added a URL to a tweet and an image automatically is pulled from the page. Have you ever pasted a link and an image that doesn't make sense is inserted instead of the image you want to show? We all hate that. So using Photo Cards will eliminate that hassle.
Photo Cards let the webmaster decide which image to show if that pagelink gets posted on Twitter. This not only works for the brand itself, but also if anyone else on Twitter posts your URLs. Providing a clean image illustrating the specific page will help you better promote your brand.
This Twitter Card lets a poster show previews of multiple images in one tweet. Here's an example of what the Milwaukee Bucks did after a game.
Users get a small option of photos to view. And if you click on one of them, they expand to fill the whole screen.
Gallery Cards create more engagements and interactions with your Twitter posts. What's another perfect example on how to use Gallery Cards? "How to" posts. These posts allow you to post images of several steps in a process to better connect with users. Or if you run an ecommerce store, you can use Gallery Cards to showcase multiple products from a category page.
This is pretty straight forward; if you have an app, you can promote it on Twitter! This card lets users know where they can download your app, the user rating, the cost, and what the app is all about.
Player Cards are the step above Photo Cards. Videos beg for user interaction and social sharing. If you have video files that are on your pages, you can tag those files so that they show up in your posts just like Conan did.
If you're company uses quick promo video promotion via a tool like Vine, you can have those shorts show up in Player Cards too. Since Twitter owns Vine, it is very easy to integrate those accounts and quickly get videos on your posts.
If you're an ecommerce business and you are active on Twitter, then this card is a must.
This is similar to a Summary Card but specific to ecommerce stores. Product Cards always show product titles, product descriptions, and an image of the product. You will see two categorical elements that appear next to the image. The advertiser chooses what they want to highlight in a Product Card; price, condition, genre, item location, etc.
Setting Up Twitter Cards
To ensure your images, videos, and products show up as cleanly as the examples above, you need to add certain coding to your website. The advertiser will have to add Twitter's recommended code in the meta section in your header HTML. Depending on which card you want to use, you'll need to add the corresponding codes which all can be found on https://dev.twitter.com/cards/types. Then you can go to https://cards-dev.twitter.com/validator to make sure your Twitter Cards are working properly. You'll also need to approve your domain to allow Twitter Cards, but that is a really easy step when validating your Cards.
Not every brand needs to implement every single type of card. Figure out what types of interactions will work the best with your target audience. A good way to find that out is to check your Twitter Analytics. Then implement accordingly. Good luck and enjoy watching your brand grow on social media.