Content ITV PRO
This is Itvedant Content department
Social Media Marketing
Learning Outcome
6
Run campaigns for branding and traffic
5
Track and optimize campaign performance
4
Set budgets and bidding strategies
3
Target the right audience effectively
2
Learn key terms and ad formats
1
Understand how advertising works on X (Twitter)
Power of Casual Conversations in Marketing
Imagine a busy local tea stall at a railway station
Every morning, hundreds of people pass by — office workers, students, travelers
Power of Casual Conversations in Marketing
There’s one guy, Ravi, who doesn’t own a shop.
He just stands near the stall and starts conversations:
“Train late again?”
“This new café nearby is amazing!”
“Did you hear what happened in yesterday’s match?”
Within minutes, people gather around him
Power of Casual Conversations in Marketing
A nearby café owner notices this and asks Ravi:
“Can you casually mention my café in your conversations?”
Soon, more people start visiting that café
Ravi doesn’t “advertise” directly
He joins conversations, adds value, and drops the café’s name naturally
Turning Conversations into Marketing Strategy
It’s not about selling directly
it’s about joining trends & discussions
It’s not about waiting
it’s about real-time engagement
It’s not about long posts
it’s about quick conversations
Turning Conversations into Marketing Strategy
Brands that act like Ravi:
Join trending topics
Share opinions
Engage with users
They are the ones that get attention, traffic, and visibility.
Understanding Key Terms on X
Retweet :
Sharing another user's Tweet with your followers to amplify its original reach
Tweet :
A post on X, limited to 280 characters, often containing text, images, videos, or links
Understanding Key Terms on X
KPIs :
Key Performance Indicators are measurable values used to evaluate ad success
Engagement Rate
Click-Through Rate (CTR)
Cost Per Click (CPC)
Conversions
Ad Types on X
Promoted Accounts :
Increase followers by promoting your entire profile. Shown in "Who to Follow" section
Promoted Tweets :
Regular tweets boosted to reach wider audience. Appear in timelines and search results
Ad Types on X
Conversation :
Promoted Ads with Media , Tweets with videos, GIFs, or carousels. Great for storytelling and product showcases
Promoted Trends :
Promote hashtags in the trending list. Drives huge visibility
Audience Targeting Options
Follower Lookalikes:
Target users similar to followers of a specific account
Interests :
Tech, fashion, marketing, health, etc
Custom Audiences :
Upload email lists or use website visitors
Keywords :
Appear when users search or tweet specific terms
Engagement Retargeting :
Retarget engaged users for real-time, trend-based targeting
Demographics :
Age, gender, location, language
Budget Setting & Bidding
1
Budget Options
- Daily Budget: Max amount to spend per day
- Total Budget: Set a limit for the entire campaign
Bidding Types
- Automatic Bidding
- Let X optimize for best results
2
3
Maximum Bid
- You set the max you're willing to pay per action
Start with automatic bidding and adjust after performance analysis
Use Cases for Branding & Traffic
Brand Awareness :
Promoted Trends, Influencer collaboration, high-reach Promoted Tweets
Website Traffic :
Promoted Tweets with CTAs like "Read more" or "Shop now
Use Cases for Branding & Traffic
Engagement :
Polls, threads, and hashtags + Promoted Tweets
Event Marketing :
Real-time updates with trends and live-tweeting during launches or webinars
Summary
5
Track performance using KPIs & optimize campaigns
4
Target audience using interests, keywords & data
3
Multiple ad formats for reach & visibility
2
Focus on engagement, trends & quick interactions
1
Twitter = real-time conversation platform
Quiz
What makes X different from other platforms?
A. Long-form content
B. Real-time conversations
C. Only video content
D. No engagement features
Quiz
What makes X different from other platforms?
A. Long-form content
B. Real-time conversations
C. Only video content
D. No engagement features
Social Media Marketing : Twitter
By Content ITV
