How to Get the Most Out of Your Twitter Ads With ‘Flight School’
Twitter’s newest coursework emphasizes video and additional lessons around getting the most out of your campaigns.
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Originally launched in 2014, Twitter Flight School is an online resource released geared towards inspiring creativity and guiding brands and agencies of all sizes as they look to get the most out of their marketing efforts on the platform.
As companies moved from asking “why Twitter” as an advertising outlet, the dominant questions became “How do I take my content on Twitter to the next level?” and “How do I use promoted products and other tools to get the right message to my target audience in the right moment?”
Content is tailored to meet the needs of various roles and functions spanning senior leadership, account planning and campaign management so you can work towards broader milestones or focus on something specific. Amongst the first participants in the program were Starcom MediaVest Group (SMG), WPP and Omnicom.
What is the revamped program comprised of?
Fast forward to 2020, Twitter is looking to continue the success of its Flight School by adding to the courses and subjects that marketers can explore.
“Flight School [is] your one-stop destination for everything you need to know about advertising on Twitter. We’re bringing you new coursework, a better platform experience, and achievement badging, allowing you to showcase your newly acquired skills,” the platform explains.
More specifically, the expanded program includes new courses targeted towards helping marketers find relevant audiences, measure campaign performance, and establish their strategies and voices when it comes to video. Overall, it’s a one-stop-shop for help in planning best-in-class campaigns, igniting a creative idea, and supercharging your own career.
Below are a few highlights of the expectations Twitter has mapped out to the public as it looks to take the education hub to new heights:
- Bite-sized lessons
- Choose your own learning path
- Evolving coursework
- Actionable recommendations
- Achievement badging
How do I navigate the courses?
Flight School is organized into modules, all of which give you a time estimate for completion before you dive in. Examples reflecting new elements added to line-up include ‘Twitter Ad Fundamentals,’ ‘Getting Started with Ads Manager,’ and ‘Creating and Executing Video Campaigns.’
Courses dedicated solely to video make sense given it remains the fastest-growing advertising tool on the platform. There are over 2 billion video views on Twitter each day, a 67 percent increase year-over-year. In addition, tweets containing video content attract 10x more engagements compared to those without. Promoted tweets with videos report saving more than 50 percent on cost-per-engagement. The moral: using video addresses two birds with one stone including affordability and increased engagement.
A few of the specific lessons you can choose from include:
- Defining your demographics
- Balancing targeting and reach
- Comparing campaign objectives and establishing your ideal structure
- Interpreting and customizing campaign reports
- How to use Twitter’s Live Brand Studio
- How to collaborate with Twitter’s Content Creation team
How can I access the lessons and track my progress?
You can begin your Flight School education, for free, at www.twitterflightschool.com/ and using your account credentials to gain access to the courses. By doing so, the platform will keep tabs on your progress so if you need to pause a lesson and return to it, you don’t need to start from the beginning.
‘Badges’ are offered for the completion of coursework and assessments which you can add to your other social platforms including LinkedIn or be printed. Generally, badges take up to 4 hours to earn or as little as 2 hours depending on the lesson and your expertise. If you don’t pass an assessment with an 80 percent or higher, don’t sweat it, just review the material and try again.
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