Bot BattleIf you've been keeping up with the latest in the will he or won’t he Elon Musk Twitter takeover drama, you've probably seen the headlines (or tweets) that the deal is on pause until Twitter can prove less than 5% of users are spambots. Twitter CEO Parag Agrawal tweeted a (very long) thread explaining how the social platform detects and removes spam accounts — roughly half a million daily. But what about those they don’t catch?
You’re probably experiencing a bot problem if your Twitter account receives an unusual spike in engagement (retweets, follows, and likes) from accounts with no photo, no tweets, and no followers. If bot accounts are interacting with your brand’s content, consider hiding replies to preserve the integrity of the conversation you’re trying to start. Don’t forget to report a bot and mark it as suspicious or spam.
But what about ad campaigns? If you see a spike in activity from a location where your audience is not, eliminate that area in your geotargeting. If you are getting a lot of clicks but little conversions in your pay-per-click (PPC) campaign, another option is to invest in a fraud protection service.
Keep a close eye on your numbers for any suspicious activity and, in the meantime, we'll be watching to see if bots end up banishing Musk’s big plans.
Keep The Convo Going with Twitter SpacesA well-crafted tweet that gets tons of engagement is every marketer’s dream. The next time you get everyone talking on Twitter, you may be able to up the ante by starting a new Space about the tweet. Twitter Spaces is the platform’s real-time, audio chat function. Now, Twitter is testing a feature that would allow users to start a new Space about a particular tweet, direct from the options menu.
Part of the growing social audio trend, Twitter Spaces enables in-the-moment, dynamic conversation. This new option to start a Space attached directly to a tweet opens up a lot of possibilities for maximizing its potential. When you tweet about breaking news or something super-timely, attaching a Space to the tweet allows your followers to discuss it in real time.
This new option comes on the heels of a number of other new features for Spaces, including access to analytics for hosts, the ability to tweet out a Space card when a user starts a Space, and a tool that allows select hosts to clip 30 seconds of audio from recorded Spaces to share with others on Twitter. The platform is clearly investing in Spaces, so it’s worth exploring how it can benefit your social strategy.
TL;DR: Twitter is testing a feature to enable users to start a new Space about a chosen tweet. Consider how you can leverage this new option and the others being rolled out as part of Twitter Spaces to sound off via social audio.
What Lit Us Up
Ring the Lunch BellTired of eating the same thing over and over? Taco Bell is betting you are. In their newest campaign, Taco Swap, the fast-food chain is harnessing the power of influencers to encourage customers worldwide to ditch their boring lunches and swap it for a free taco instead!
In 25 global markets, Taco Bell is inviting fans to switch out their sad lunch for a complimentary Crunch Taco between May 16 and 20 from 12:00 to 2:00 p.m. TikTok and Instagram Reel influencers are promoting the campaign by creating videos of themselves ditching their boring lunches for the free taco — a nostalgic play on the universal experience of trading lunch meals in the school cafeteria. (I’ll trade you my Snack Pack pudding for a Pop-Tart.)
Each influencer creates a video using Taco Bell’s original sound but has creative license to make the video in their own style. This allows creators to speak to their audiences in an authentic and real way, even though it’s a sponsored post. With the original sound available to anyone, even non-influencers can join in on the fun, creating potential for user-generated content.
Taco Swap is the latest step in the larger international campaign I See A Taco, urging consumers to see tacos all around them (like in the phases of the moon). Taco Bell views Gen Z as the group that is defining culture, and this campaign puts them in the driver’s seat and creates a dialogue with this key audience. By giving their target audience opportunities to collaborate, the fast-food giant hopes to build a solid relationship that lasts beyond Taco Tuesday.
B2B'ers can take a cue from this campaign and focus on simple analogies or nostalgic experiences that connect with your audience on an emotional level. Finding inventive ways to motivate your audience to provide organic user-generated content and be in conversation with your brand — rather than talking at them — builds trust and fosters loyalty.
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