Twitter has started to test a new way for brands to connect with their followers on Twitter and convert them into paying customers. Called Twitter Offers, the feature is a new type of Twitter Card that lets advertisers promote discounts and other types of cash incentives on Twitter which users pay for via credit or debit card and then redeem in-store or online.
Here’s how it works.
1. The advertiser sets up the Twitter Offer, which is targeted to users in the normal way via Twitter Ads
2. Users see the Offer in their timeline and add it to their credit or debit card in just a few taps
3. The offer is now tied to the user’s card which can be redeemed at a store, on a website or through an app (depending on the brand’s setup)
4. Card information is stored in the user’s Twitter profile to make it easier to claim other offers in the future
“With Twitter Offers, advertisers will be able to attribute redemptions directly to their campaigns on Twitter, so that they can effectively measure the ROI from their promotions, even when redemption happens offline,” writes Tarun Jain, group product manager at Twitter. “Additionally, we make it easy for merchants to get up and running because they can use their existing payment network, there’s no change to the consumer purchase process, no employee training and no new hardware or software to install. By leveraging Twitter’s robust targeting capabilities, advertisers can tailor their promotions and campaigns to the right audience, while optimizing for performance.”
Currently Twitter Offers is U.S. only and available to a select group of brands. Once out of the test phase, Offers should roll out to more advertisers.