Twitter Added Frequency Capping To All Ad Campaigns, Providing More Control Options For Marketers
Twitter’s new frequency capping option is set to empower marketers by giving them substantially more control over when and how often individual leads are exposed to ads.
Why does this matter? How can marketers optimize campaigns around frequency capping? And how can you synergize this new capability with your influencer marketing strategy to drive conversions? Let’s take a look.
What Is Frequency Capping?
Before looking at how you can leverage frequency capping, it’s a good idea to recap what it actually lets you do. Frequency capping essentially puts a limit on the number of times particular audiences are exposed to an ad.
Frequency caps can be customized to target specific audiences (for example, people who have signed up for your newsletter) and across time frames. It’s interesting to note that this isn’t the first time Twitter is enabling frequency capping. It’s technically been available in limited form since 2017, but only as part of the “Flexible Audiences option. The new update allows you to use frequency capping globally, across all campaigns.
Why Does Frequency Capping Matter?
Prospects at different stages of the marketing react differently when they’re exposed to ads. According to Twitter’s own metrics, over 80 percent of brand recall for TOFU (top of the funnel) prospects can be attributed to just the first 1-2 ad exposures per week. For prospects who are just getting to know your brand and products, just a few exposures are all it takes to generate awareness. Capping can substantially save on CPV costs.
Moreover, ad fatigue tends to kick in faster with top of the funnel to prospects. Serving an ad too frequently can actually be counterproductive. Frequency capping helps ensure that the right ads are being served at just the right frequency to maintain awareness and interest.
The flip side to this is that frequency capping lets you increase the volume of ad serves to mid and bottom of the funnel prospects. These are users who are already aware of your product and are in the process of making a purchase decision. These users often respond positively to higher frequency ad serves: it helps keep your product at the top of their mind and could provide that final nudge towards making a purchase.
Optimize Your Twitter Ad Campaigns For Frequency Capping
It’s a good idea to review your existing Twitter ad campaigns and optimize them around the new frequency capping option. You’ll want to analyze your audiences in terms of marketing funnel stages and campaign objectives. What’s your campaign for? If it’s primarily to generate awareness about something new, most of your audience will likely be top of the funnel in the awareness stage. Capping ad exposure to 1-2 times a week would be the best way to retain awareness without running up against ad fatigue.
If your campaign targets bottom of the funnel users who are already aware of what you offer, a higher frequency cap will help you capture mindshare and push prospects towards a purchase decision. Optimizing your campaigns around frequency capping can save you on CPC and CPV costs, reduce ad fatigue, and incentivize purchase decisions, meaning better ROI for your Twitter campaigns. But there is a way to take things further: aligning your frequency caps with your influencer marketing strategy.
How Do Influencers Synergize With Frequency Capped Ad Campaigns?
As we said earlier, most of your prospects will either be top of the funnel or bottom of the funnel, with your brand awareness efforts pushing more leads down the pipeline. Your ads aren’t the only thing that generates brand awareness.
Twitter influencers are an incredibly powerful channel to enhance your brand and product awareness. Influencers have close, trust-based relationships with their follower base. Influencer recommendations are a powerful social proofing tool: Nearly half of all consumers reported that they rely on influencer recommendations to make a purchase decision. And because influencers tend to work in specific niches, the right influencers for your brand will also have highly engaged audiences who search for products like the ones you sell. Viral Nation’s Influsoft service can connect you with over 100 million influencers on Twitter, Facebook, TikTok, and more.
How does this relate to frequency capping? The answer is synergy. By leveraging Influsoft, you’ll be able to coordinate mass Twitter influencer campaigns – dozens or even hundreds of influencers sharing your brand and product story to hundreds of thousands of engaged prospects. Once that trust-based first impression is made, an intelligent, frequency-capped Twitter ad campaign can help maintain brand awareness and push these users towards a purchase. Frequency capping can help you reach these users at just the right moment to sustain interest and recall without hitting that ad fatigue brick wall.
The Way Forward
Whether it’s Twitter, TikTok, or Snapchat, social media ad tools are becoming increasingly intelligent. By empowering marketers to reach the right people at the right time, ad campaigns help convert interest into action. The truth’s in the numbers. Digital ad spend is expected to hit $652 billion in 2022. Brands are scaling up ad spend. When intelligent options like frequency capping synergize with influencer marketing, the result is almost always the same: better ROI and meaningful conversions.