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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.