02 Apr Twitter Removes Lead Generation Cards from Ads
Since February 1, Twitter has stopped allowing users to create and edit lead generation cards — these cards were embedded in ads to allow users to share their contact information with brands. Marketers can still view the cards, but only until March 1. This coincides with the end of Twitter’s lead generation campaigns. Although marketers can still view, edit, and delete campaigns, they are now unable to create new ones.
What Are the Reasons for the Decision?
Twitter introduced lead generation cards to work well with ads on mobile devices. However, technology has since progressed, bringing chatbots and voice-enabled interfaces. In the face of these changes, lead generation cards seem out of date.
In a statement, Twitter said that the company is always looking for new ways to help advertisers connect with consumers. By removing lead generation cards, Twitter will be able to focus efforts on other performance offerings.
What Will Happen Next?
Twitter has yet to name an obvious replacement for lead generation cards. However, the company has released two chatbot features for business profiles:
- Welcome Messages: These send out automatic greetings to people who want to engage in direct messages and set out expectations for the conversation. Marketers can create multiple different welcome messages.
- Quick Replies: These suggest the best possible responses to an automated direct message. They may come as a list of options or offer guidance for text values.
The intention of both chatbot features is to improve conversations between businesses and consumers. Until the release of these two features, Twitter had no social customer care (unlike many of its competitors). This is possibly because Twitter was waiting for a better option. The company admits no one actually wants to speak to a bot, but that chatbots do offer convenience and fast responses.
For a long time, Twitter has been struggling to maintain its current user base and attract new customers to the platform. Lead generation cards failed to bring results because they required users to submit contact information and wait for the brand to contact them. Now consumers will be able to communicate with brands outside of business hours — the times when human customer service is available. Chatbots could be the key to growth and may give Twitter a fighting chance to compete with other social media sites.