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Twitter introduces customizable Direct Message Card for businesses

Using a Direct Message Card, businesses can capture attention with engaging image or video creatives, and include up to four fully customizable call-to-action buttons.

, ET Bureau|
Updated: May 24, 2017, 04.06 PM IST
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NEW DELHI: Twitter announced on Wednesday the launch of new, customizable Direct Message Card that businesses can use to promote and share bots and other customer experiences built in Direct Messages. An increasingly number of businesses are using Direct Messages to create personalized interactions that deepen relationships with consumers, ranging from customer acquisition to fun, engaging bots such as the first ever March Madness bracket builder in Direct Messages (#WendysBracket). Twitter said with this new card, it aims at helping businesses drive discovery of such experiences- both through Promoted Tweets and organic sharing.

Using a Direct Message Card, businesses can capture attention with engaging image or video creatives, and include up to four fully customizable call-to-action buttons. Each call-to-action button takes the user into a specific experience within Direct Messages. Businesses can also turn their audience into advocates by encouraging them to share the experience in their own voice through a Tweet.

Brands around the world are launching Promoted Tweet campaigns using the Direct Message Card this week to drive discovery of the experiences they have built. Patrón Tequila, a leading spirits brands, is using the Direct Message Card to entice people to engage with their messaging bot — Bot-Tender — which creates personalized cocktail recommendations based on responses to questions around occasion, flavor, and even emoji.

Arvinder Gujral, Sr. Director, Business Development, Twitter Asia Pacific said: “A brand’s social presence and engagement have become an integral part of the customer experience journey today as tech-savvy customers research and educate themselves about the product prior to a purchase. Twitter is the best place for customers to reach brands in real-time and vice versa, and with today’s launch of Direct Message Cards, businesses can expand and deepen their engagement with customers by leading them straight to customized Direct Message experiences.”

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