Study Finds That Brand Takeovers Are the Most Effective Way to Advertise on Social Media

Top of the Twitter feed wins the day

Build your own seamless purchase experience at Commerceweek, February 28-29. Gain strategies for consumer retention with immersive touchpoints, AI innovation and storytelling. Register now at 35% off.

Unlike @justinbieber or @realDonaldTrump, most brands’ official Twitter accounts don’t have millions of followers eagerly awaiting their every utterance.

No matter how clever your content is, it’s hard to stand out in a sea of competing messages like Thursday’s 3.6 million tweets about former FBI director James Comey.

So how can brands really make a mark when it comes to the world’s most fickle social network? According to a new study commissioned by Twitter and IPG Mediabrands, the answer is simple—stage a takeover.

Jack Dorsey’s company collaborated with creative tech unit IPG Media Lab and Magna, the media network’s intelligence and innovation division, on a media trial examining the success of paid video ads appearing in users’ feeds.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in