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Twitter Agency Playbook 2019 PDF

Twitter is a powerful advertising platform due to its influential and engaged audience. Organic and paid strategies on Twitter should work together, with paid content providing initial momentum for organic content to gain attention. Brands with ambitious goals on Twitter need to run paid campaigns in support. Twitter is well-suited for timely campaigns commenting on current trends or events, as people use the platform to discuss what's happening now. It also allows for feedback and conversation through features like polls and questions. Brands can control conversations by breaking news on Twitter. The most successful brands on Twitter take risks with their creative voice.

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0% found this document useful (0 votes)
136 views30 pages

Twitter Agency Playbook 2019 PDF

Twitter is a powerful advertising platform due to its influential and engaged audience. Organic and paid strategies on Twitter should work together, with paid content providing initial momentum for organic content to gain attention. Brands with ambitious goals on Twitter need to run paid campaigns in support. Twitter is well-suited for timely campaigns commenting on current trends or events, as people use the platform to discuss what's happening now. It also allows for feedback and conversation through features like polls and questions. Brands can control conversations by breaking news on Twitter. The most successful brands on Twitter take risks with their creative voice.

Uploaded by

34rfds
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 30

Agency

Playbook
Created by
@TwitterBusiness
1 | Agency Playbook @TwitterBusiness
Table of contents

Where Twitter fits into your 2


client’s strategy

Managing client 4
expectations

Setting up accounts 6
for success

What makes a good Tweet? 8

Choosing the most effective 10


campaign type

The specs of ad creative 12

Getting your message to 16


the right audience

Power stats to help you 18


pitch Twitter

After the ad: 20


Understanding your analytics

Top takeaways 22

Twitter pro tips 23

Success stories 24

Additional resources 26

2 | Agency Playbook @TwitterBusiness


Introduction

Twitter is what’s happening. The power of the platform comes straight from our audience — the brave,
the bold, the game-changers, and the superfans. They’re leaned in, leading the way, and driving the
conversation. And this is exactly what makes Twitter so powerful, impactful, and unique as an advertising
platform — because it connects you with them.

Twitter is the #1 platform for discovery because our audience is receptive, influential, and engaged. People
on Twitter are 15% more likely to inform friends and family about new products and services1, and spend
26% more time viewing ads than on other leading social platforms2.

If you’re looking to #Launch Something New, #Connect with What’s Happening, or start a conversation,
Twitter is the place to be. #StartWithThem.

But navigating the ever-changing world of digital advertising is tricky. To make sure that your client gets the
most out of Twitter, we’ve compiled this go-to guide as your key resource for everything Twitter. All you need
to know to achieve the best results is right here.

Source: Twitter internal data

1
Source: Global Web Index Q1 2019: Global
2
Source: OMG+Twitter, Receptivity with Neuro-Insight, Oct 2018: US, BR, JP

@TwitterBusiness Agency Playbook | 1


Chapter 1

Where Twitter fits


Social networks and channels have never been more different
from each other, and each deserves its own strategy and

into your client’s


approach. But what is Twitter’s specific role in a holistic
marketing campaign?

strategy Use this information to determine which parts of your omni-


channel marketing plan are best suited for Twitter.

Organic and paid. Together

On Twitter, there are many successful advertisers who appear to


have purely organic success. However, Twitter is no different from
other platforms where you have to “pay to play”. The brands who
seem to be the most organically successful on Twitter actually have
huge Twitter Ads budgets and are creating a healthy, balanced mix
of organic and paid content.

By running an always-on followers campaign, for example, you


guarantee steady growth and a more lively audience. People
organically follow accounts with growing and active audiences.
Running a followers campaign attracts more followers, and having
more followers attracts even more followers. Organic and paid
strategies, when run together, amplify each other. Though, the
importance of an organic and paid balance extends to all objectives
on Twitter, not just gaining followers.

Simply put, if your client has ambitious goals for Twitter, they have
to run paid campaigns to support them. You don’t have to put
money behind all of your Tweets or necessarily for a long time,
but promoting a powerful Tweet can give it the initial momentum it
needs to attract a lot of organic attention.

All organic strategies on Twitter should be supported by paid


content, while all paid strategies should have complementary
organic content. This approach is key to your Twitter success.

@TwitterBusiness Agency Playbook | 2


Conversation. Control. And straight-up back talk Connect with what’s happening
Nothing moves faster than Twitter. And people come to Twitter Twitter’s superpower is our strong and influential audience.
to see what’s new and discuss their interests. Therefore, timely People on our platform are eager to learn, discover, and share.
campaigns that comment on current trends or events — anything
happening now — are a better fit for Twitter than anywhere else. Twitter also, in turn, influences culture +262% vs. other platforms1,
and cultural relevance is a key driver in a consumer’s purchase
decision. It’s also correlated with better brand metrics across the
Conversation
funnel. By being active on the platform, you have the power to tap
Use Twitter when you want feedback or back-and-forth. Many
into trending topics, events, and more that will connect you with the
companies rely on Twitter as a customer service channel, so
right people.
people on Twitter are comfortable sharing and weighing in.
Polls, clear questions, and asking people to move to Direct
The opportunities for you to connect with what’s happening on
Message help focus the conversation so that it can be valuable.
Twitter are endless. But your best starting touchpoints will be the
events dashboard on analytics.twitter.com, which outlines current,
Control trending events (broken down by verticals) with total reach and
Use Twitter when you want to control the conversation around impressions. The Twitter marketing calendar can also help you plan
a topic. Break your news on Twitter. Launch updates, promos, your content around key dates and holidays. These can both help
sneak peaks and, when needed, apologies. A brand’s most recent you connect with new interests, anticipate upcoming topics, and
Tweet is their latest news. Loyal customers, fans, and journalists plan corresponding content.
will check a brand’s Twitter stream before anywhere else
when they want to see if the brand has launched their newest
campaign, has service updates, or commented on an issue.

Back talk
Takeaways:
Use Twitter when your campaign has an edge to it. Agencies and
brands push themselves to re-invent and evolve. Twitter is the Plan a strategy for organic and paid content. They should
perfect place for that creativity, especially if it has an element balance and strengthen each other.
of wit or sass. The brands that attract the most engagement on Use the Twitter marketing calendar and events dashboard
Twitter are often the ones that were willing to take a few risks to optimize your content planning.
and prioritize humor, speed, or entertainment over consistency Break any and all brand news on Twitter to reinforce
and caution. your timeline.
Use the most clever, conversational, and bold version of
your brand voice to compose Tweets.

1
Source: Trendkite Digital PR

@TwitterBusiness Agency Playbook | 3


Chapter 2

Managing client
Nearly everyone in the world knows what Twitter is. But
that doesn’t mean they understand it or know what can be

expectations
expected from advertising on it. When bringing Twitter up to
a client, you’ll likely hear their opinions of the platform. Use
these pointers to steer the conversation in the right direction.

Expect peer comparisons


Facebook also has “likes”. Google also has “click-throughs”.
LinkedIn also has “replies”. And almost every platform has a
“follow” option now. So how do you weigh a Twitter apple to
another platform’s confusingly-similar-sounding orange?

Twitter is interest-based. People follow their friends and family,


sure. But more often, they follow people who they find interesting
— who talk about the topics, trends, news, memes, and events
that are relevant to them. Because of this, Twitter doesn’t carry the
social obligations that can create confusion on other platforms.
People don’t “like” a Tweet because it is from their aunt or they
used to work with the sender. They engage with a Tweet because
they are genuinely interested in its topic. That’s what sets a Twitter
“like” or “Retweet” or “follow” apart from similar gestures on other
platforms. When a person follows you on Twitter, they have their
attention and interest, not just their association.

Because of this crucial difference, we often find loyalty and


stickiness to be some of the biggest selling points of Twitter.
Brands see 8% more brand love on Twitter1. People on Twitter
seem to be paying more attention than they do other places.

It’s about reaching the right people — not reaching the


most people.

1
Source: Twitter internal data, 2017

@TwitterBusiness Agency Playbook | 4


Benchmarking
First know what your client wants, and how many. “More followers”
could mean 100 or 10,000, and those numbers require very
different budgets and strategies to achieve.

Once you have a clear idea of your client’s priorities, email


agencyhelp@twitter.com or your Customer Success Account
Manager for a performance benchmark. They can tell you what
people in your client’s industry normally pay for results, which will
help you determine if your client’s budget will be effective.

Benchmarking data will also help you determine if your client


should use automatic or custom bidding in their campaign.

Expectations
Twitter is real time. Advertising success on Twitter is not.

Just like every other channel, Twitter Ads take time for a business
to grow and develop an effective advertising strategy. But because
Twitter itself moves so quickly, many advertisers are confused or
disappointed by the need to optimize and experiment over time.

The time is well-spent. Your followers are genuinely interested


in what you have to say and will show their loyalty with views,
clicks, and purchases. But it’s valuable to temper your client’s
expectations with the same length of time it took them to develop a
strategy for other digital ad placements.

Takeaways:
Identify specific detailed metrics with your client, and
email agencyhelp@twitter.com to get information on
typical performance benchmarks in the industry.
Be patient when it comes to seeing big results. Like
any platform, it takes time to build up a strong Twitter
presence and following.
Capitalize on Twitter’s interest-based strong suit by
utilizing our unique targeting capabilities.

@TwitterBusiness Agency Playbook | 5


Chapter 3

Setting up
For businesses and brands, the keys to an account often
changes hands a few times. Because of this, we often see

accounts for
experienced and savvy advertisers who have set-up-related
snags that can stall their Twitter campaigns. We don’t want

success
anything to slow you down.

Double-check that the accounts you work on are up to your


high standards and learn some tweaks that will save you time.

Fill out every field of your profile


Add your location to provide context and reach local followers. In
the website field, put the exact page you want to funnel
people to now. (It’s probably not your homepage.) Keep your bio
simple and clear. It should answer the question: “Why would I
follow this account?”

Create visual consistency


Make sure all images are clear and high-quality.

Think of your header image as the visual representation of what


you want people to focus on this quarter (your new campaign, an
upcoming release, a picture from your most recent photoshoot that
nails your current ~vibe~, etc). Update this each season to keep it
fresh and interesting.

Pin your pitch


Pinned Tweet
Think of your Pinned Tweet as what you want your audience to
focus on this month. It’s OK if you have the same focus for several
months in a row (e.g., if you’re raising money for a benefit over a six
month period, then the same Tweet will do) but you should check
in each month and ask yourself if there’s a more pressing message.
Think of your Pinned Tweet as the answer to someone asking your
account “what’s new?”

@TwitterBusiness Agency Playbook | 6


Backend boosts Be a good follower
You can’t see everything a successful account is doing to keep their Too many people focus on who is following them without
momentum going. Here are some of the behind-the-scenes moves evaluating their own timelines. Twitter is about conversation and
your competition is planning. curation. It’s vital to find your corner of that conversation by
following the right people.
Credit limits and insertion orders
When a Twitter Ads credit limit is reached, the campaign You need to absorb good content to create good content. Find

stalls. Often, advertisers don’t realize this and see declining accounts who are in your clients’ area of interest and that you think

engagement, not realizing that their ads have stopped serving. are “good at Twitter”. Use the Twitter search bar to filter for local

There are two solutions you can set up before you even launch accounts or people discussing hashtags relevant to your client.

your campaign: Follow them. Be liberal. Take an entire afternoon to follow new,
unfollow stagnant, and find interesting accounts.
• If you plan to spend over $2,000 (or local currency
equivalent), email agencyhelp@twitter.com to have your Investing in your timeline gives you a healthy feed of content to

credit limit raised. Retweet. Sure, publishing good Tweets fills your account with
quality content, but so does Retweeting. And Retweeting
• If you plan to spend a minimum of $5,000 (or local currency is easier.
equivalent), email iorequest@twitter.com to apply for an
insertion order. • Retweeting is a safer step for brands who want to make a point
but don’t want to be the ones to officially say it.

Multiple logins • Retweeting well is valuable for your followers. Some people
You’re probably managing multiple Twitter accounts for one
have a large following because they are good Tweet curators.
client. You probably have multiple clients. You may be keeping all
It gives your followers more than just your voice.
of those passwords on a Post-it in your desk drawer. None of this
is ideal. • Retweeting saves time. Why push yourself to create an original
Tweet about something another account has already said better?
First, download a password protection software. Second, email
agencyhelp@twitter.com and ask about multi-user login. They will • Retweeting other accounts creates a positive relationship
make a duplicate of your client accounts so that everyone can with them.
be on the same account at one time and you can easily switch
between all the clients you manage.

Policy and approvals


Accounts: A Twitter Ads account is separate from an organic Takeaways:
Twitter account. Ads accounts go through extra approvals before Refresh your profile’s header image and Pinned Tweet
they can be used to advertise. (This is one of the many ways every quarter to match your current goals and focus.
we fight spam and abuse.) Remember to open new Twitter Ads
Open a Twitter Ads account a few weeks before you
accounts a few weeks before you plan to advertise with them, to need to run ads.
make sure it will be approved in time.
Email agencyhelp@twitter.com to set up multi-user login
and an insertion order.
Ads: Ads can be suspended (or will never launch) if they violate
our ads policies. Healthcare, finance, and pharmaceutical
companies are usually the most affected by our policy guidelines.
Review our ads policy guidelines before creating ads for one of
these clients and if you notice an ad isn’t serving — it’s likely
being evaluated.

@TwitterBusiness Agency Playbook | 7


Chapter 4

What makes a
The Twitter Ads you create appear on Twitter as Tweets.
The Periscope you cross-post — also becomes a Tweet.

good Tweet?
Videos, polls, website links, and shower thoughts —
Tweet, Tweet, Tweet.

Everything on Twitter centers around the Tweet, and when


advertisers can’t nail the right format or tone, they’re losing
valuable engagement and ROI. Use these best practices to
ensure you’re making the most out of your 280 characters.

Video Hashtags
The impact of video is still increasing and successfully attracting huge Only add a hashtag if you’re linking your Tweet to a broader
engagement. Remember to add subtitles for sound-off viewers and conversation, event, or movement. Think of it as if you’re having
show your branding/logo within the first three seconds so that even a conversation and a third person walks up. The hashtag is you
brief viewers get the message. saying, “Oh, hello, we’re just talking about _____”.

Get creative and experiment with new video ad formats, including Remember that, once Tweeted, hashtags become clickable links.
First View and Sponsorships, to expand your reach and influence. So don’t use more than two and if you want viewers to click
Contact your Account Manager for more details. somewhere else (a button, an image, or your own link), it’s best to
not include them at all.
Images
The single simplest thing you can do to get more attention to your Voice
Tweets is to add an image or GIF. Grab a GIF from the in-Tweet GIF Many brands use Twitter to feature a wittier, faster, or current
search and remember to keep your images high-quality. version of their voice. Don’t be afraid to alter your usual brand
guidelines to create a more bold and human-sounding Twitter. And
Tweet length remember that singular Tweets are the perfect method for testing
Tweets can now contain 280 characters. But being concise is in your tone. Does your audience like formality, silliness, snarkiness,
Twitter’s DNA and it’s good for marketing. Can you condense your puns, or dad jokes? Tweet a few of each and let the engagement
message to 140 characters? How about 70? 35? be your guide.

Making your ideas or pitch fit into a Tweet is an effective exercise


to find the true hook of your campaign. Once you’ve discovered
your hook, writing longer descriptions for other platforms will be
even easier.

Emojis
Does your business speak emoji? Millions use this symbolic
language of faces , flags , and everything in between to
express themselves in fun, creative ways on Twitter. They’re
perfect for celebratory messages , consolidating your
character count, emphasizing a point , showing appreciation ,
communicating value , and much more. Play around with the
emoji keyboard to see how you can connect your brand and
message with this trendy medium.

@TwitterBusiness Agency Playbook | 8


Timeliness Ask questions
Twitter moves fast and the right timing can mean everything. Twitter is the engagement platform. People go there for dialogue.
Trends change daily, sometimes even hourly, so ensuring that Start your own by Tweeting questions and getting your audience
your Tweet hits when the topic is still hot can make or break its talking.
success. Tap into the events dashboard on analytics.twitter.com
to plan your content around key dates and holidays, and to find
that perfect sweet spot to Tweet.

Emphasize urgency
“Today only!”, “start now”, “only a few seats left!” —
Twitter moves quickly, so this language resonates well.

Discount by %, not number, especially if your items


are less than $100 (or local currency equivalent)
“15% off” sounds more compelling than “$5 (or local currency
equivalent) off”.

Calls-to-action
If you want people to sign up, say “sign up today”. If you want
people to follow you, tell them what you plan to Tweet about along
with “follow us”. Make your reader’s next steps clear. Be open
Try a few targeting options and interests that seem a bit outside
Check up and tweak your client’s focus. Advertisers are often surprised by who their
Don’t just let your campaigns run their course and then see message resonates with. Let a few test campaigns show you
how they’re doing. Check on a newly launched campaign where possible new audiences could be.
every few days. If it’s struggling, delete the creatives that are
under-performing and add fresh ones or readjust your targeting. Targeting
If it’s thriving, try to figure out which creatives your audience are Your targeting possibilities are limitless. But we find follower
responding to so well and consider adding more budget. targeting to be the easiest type for many businesses to start
out with because all they have to do is think of who their ideal
customer would be following. For more specific targeting help,
email agencyhelp@twitter.com.

Flash the logo


Remember to use your brand colors or logo so that media is
distinctly yours. If you’re creating a video, adding your logo in
the first three seconds means that people will see it even before
you’ve had to pay for a view.

Takeaways:
Keep your Tweet copy clear, concise, and bold.

Add rich media, especially short videos (15 seconds or


less), to your Tweets whenever possible.

Consider who your client follows, and build a timeline that


will inspire better Tweets.

@TwitterBusiness Agency Playbook | 9


Chapter 5 Each campaign type has an objective. That objective

Choosing the
determines what a campaign will do and how an advertiser
is charged. We do not charge for non-objective benefits —

most effective
even though running a campaign to boost one metric often
helps other metrics as well.

campaign type Learn the in’s and out’s of our campaign types to make
sure you’re choosing the right one every time.

Followers campaigns grow an engaged audience. App re-engagement campaigns get returning users to
open or update your app.
What you pay for: New followers who converted through your ads.
You’re not charged for clients who found and followed your account What you pay for: App link clicks. You’re not charged for organic
organically. app activity from logged-in Twitter users.

Website clicks or conversions campaigns bring people Tweet engagements campaigns start conversations and
to your website. attract more engagement.

What you pay for: The number of link clicks on your ads. You’re not What you pay for: Initial engagements (replies, likes, Retweets,
charged for organic traffic from logged-in Twitter users. and Retweets with comment) on Promoted Tweets. You’re not
charged for the organic engagements that follow. (So don’t be shy
Awareness campaigns put your Tweets in front of as on replying to customers as much as you want.) You’re not
many people as possible. charged for engagement on your non-Promoted Tweets.

What you pay for: Every thousand impressions (CPM). Video views campaigns get a larger audience to see
An “impression” is when a Tweet fully loads on someone’s timeline your video.
and they see it. If 9,999 people see your Promoted Tweet, then you
would be charged nine times, not 10. You’re not charged for any What you pay for: The number of views on your Promoted Videos.

interactions with the Tweet (likes, Retweets, detail expands). You’re not charged for organic video views or any click-throughs.
Pre-roll video campaigns are also available. Many advertisers find
App installs campaigns get new people to download that our video products yield their most successful campaigns.
your app.
What you pay for: App installs. You’re not charged for organic
app activity from logged-in Twitter users.

@TwitterBusiness Agency Playbook | 10


Differentiate and specify
Most advertisers want their accounts to grow in multiple ways Takeaways:
— more Retweets AND more followers, or more website clicks
Identify what action you or your client is trying to achieve
AND more video views. This is a healthy way to approach Twitter.
through Twitter Ads, and match it with the corresponding
But advertisers must concurrently run several different campaign campaign objective.
objectives to achieve those different goals. If they aren’t willing to
Experiment with different campaigns to find the right mix
invest in multiple campaigns, then they need to de-prioritize one
for your goal. It typically takes multiple campaigns running
of their growth goals. simultaneously to have the strongest and best effect.

Remember to break down each result with the corresponding


campaign so that clients are clear on what could be improved and
how. You don’t want them to think they need to produce a new
series of video ads to get more followers, when all they have to do
is add a little more budget to their followers campaign, and just let
that thriving video views campaign be.

@TwitterBusiness Agency Playbook | 11


Chapter 6

The specs of
Twitter is a highly visual platform, and compelling graphics
are key to attracting attention. To ensure that your creative

ad creative
doesn’t appear warped or blurry, and is running at its optimal
performance, all the ad formats and specifications you need
to know, along with some of our recommendations, are below.

Promoted Tweet

Text-only Tweet
Tweet copy: 280 characters (Note: Each link used reduces
character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy).

Image and GIF


Tweet copy: 280 characters (Note: Each link used reduces
character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy).

Image width/height: Recommended minimum width of 600 pixels,


although larger images (e.g., 1200-pixel images) will be better
optimized for when people click to expand images. Any height is
acceptable, although if the height exceeds the width, it will crop
to 1:1.

Aspect ratio: Any aspect between 2:1 and 1:1 is acceptable


(desktop). For example, 1200x600 (2:1), 1200x800 (3:2), or
1200x1200 (1:1). After 16:9 aspect ratio (for example, 1200x1400) it
will crop to a 16:9 aspect ratio.

GIF file size: Max 5MB

@TwitterBusiness Agency Playbook | 12


Promoted Video In-Stream Video Ads & Sponsorships
Tweet copy: 280 characters (Note: Each link used reduces Video length: 6 seconds or less
character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy). File types: MP4 or MOV

File size: Max 1GB Apect ratio: 16:9 or 1:1

Video length: Recommended: 15 seconds or less. Max: 2 minutes URL: Must begin with http:// or https://
and 20 seconds. Videos will loop if they’re under 60 seconds.
File size: Max 1GB
File types: MP4 or MOV
Frame rate: 29.97fps or 30fps
Frame rate: 29.97fps or 30fps. Higher is acceptable. If the
available video has a lower frame rate, don’t try to “unsample” it. These same specs also apply to First View. Contact your
Account Manager for more details on this engaging new
Recommended size: 1200x1200 (minimum for 1:1 is 600x600). Any ad format.

height is acceptable, but if height exceeds the width, the video will
be cropped to 1:1 in the feed. If not a 1:1 aspect ratio, 640x360
minimum.

Thumbnail: PNG or JPEG. Aspect ratio: recommend matching


sizing of the video. Minimum size: 640x360 pixels. Max 5MB.

@TwitterBusiness Agency Playbook | 13


Website Card

Video Website Card Image Website Card


Tweet copy: 280 characters (Note: Each link used reduces Tweet copy: 280 characters (Note: Each link used reduces
character count by 23 characters, so for example, using one link character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy). would leave 257 characters for Tweet copy).

Website title length: 70 characters. Please note — depending on Website title length: 70 characters. Please note — depending on
device and app settings this description may truncate. Although device and app settings this description may truncate. Although
not guaranteed, limiting the description to 50 characters should not guaranteed, limiting the description to 50 characters should
ensure that truncation won’t occur across most devices. ensure that truncation won’t occur across most devices.

File size: For optimal performance, keep files under 30MB. The Image size: 840x418 pixels for 1.91:1 aspect ratio (max 3MB).
max file size recommended is under 1GB. 800x800 pixels for 1:1 aspect ratio (max 3MB).

Video length: 15 seconds or less File types: PNG or JPEG (no BMP or TIFF files)

File types: MP4 or MOV Custom header and CTA: Enter your own customized header and
call-to-action button to tell people what you want them to do
Frame rate: 29.97fps or 30fps. Higher is acceptable. If the when they see your ad.
available video has a lower frame rate, don’t try to “unsample” it.

Aspect ratio: 1:1 is recommended as it will always render as


square on desktop and mobile, timeline and profile. This and 9:16
(vertical) will take up the same amount of real estate — which is
more than 16:9.

Recommended size: 1200x1200 (minimum for 1:1 is 600x600). Any


height is acceptable, but if height exceeds the width, the video will
be cropped to 1:1 in the feed. If not a 1:1 aspect ratio, 640x360
minimum.

Pro tip: After creating a card, you need to attach it to a Tweet


before it can be used in a campaign. They are not complete ad
units on their own.

@TwitterBusiness Agency Playbook | 14


App Card

Video App Card


Tweet copy: 280 characters (Note: Each link used reduces
character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy).

Title length: 70 characters. Please note — depending on device


and app settings this description may truncate. Although not
guaranteed, limiting the description to 50 characters should
ensure that truncation won’t occur across most devices.

Description length: Truncated at 200 characters.

Video length: 15 seconds or less

Video ratio: 16x9: 640x360px. 1x1: 360x360px.

File types: MP4 or MOV

File size: For optimal performance, keep files under 30MB. The
max file size recommended is under 1GB.

Frame rate: 29.97fps or 30fps. Higher is acceptable. If the


available video has a lower frame rate, don’t try to “unsample” it.

Image App Card


Tweet copy: 280 characters (Note: Each link used reduces
character count by 23 characters, so for example, using one link
would leave 257 characters for Tweet copy).

Image ratio: 1.91:1 Image app card: 800x418px (max 3MB).


1:1 Image app card: 800x800px (max 3MB).

File types: PNG or JPEG (no BMP or TIFF files, GIFs uploaded will
render as a static image)

Calls to action: Install (default if app is not installed), “Open” Takeaways:


(default if app is installed), “Play”, “Shop”, “Book”, “Connect”, Choose what type of ad format works best for your
and “Order” content and goal.
Re-size your creative to match the specs listed above for
optimal performance.
Make sure your videos are between 6-15 seconds long.

@TwitterBusiness Agency Playbook | 15


Chapter 7

Getting your
If a tree falls in the forest and no one is around to hear it, did
it make a noise? Similarly, if your ads aren’t reaching the right

message to the
audience, are they making an impact? The simple answer is
no. But Twitter offers advanced and highly-specific targeting

right audience
tools to make sure your content receives optimal exposure to
the right audience, when they’re most receptive.

Define your target audience through a combination of


demographic and behavioral characteristics.

Demographics
Target by gender, age range, language, geo-location, or device. For
iOS and Android devices, specific model targeting is also available.
You can also target people who first used Twitter on a new device
or carrier within the past 6 months, or target devices connected to
Wi-Fi only.

Pro tip: Avoid age and gender targeting unless your product/
service is age-restricted or gender-specific, because these
fields can unnecessarily limit your overall reach.

Audience features
Further refine your audience by including or excluding the following features:

Keyword targeting selects people who searched for, Tweeted with, or engaged with Tweets containing your selected words within the past
7 days. Target your direct followers or users with interests similar to another account’s followers with followers and follower look-alikes
targeting. Interest targeting narrows in on users who are interested in a variety of 350+ pre-set interests across 25 categories. Interest
signals include who users follow and the content of the Tweets they engage with.

Target people who Tweet about, engage with, or dwell on Tweets


about movies or TV shows in specific markets across the past 7
days. TV targeting is updated dynamically. Event targeting reaches
people interested in global or regional events. A full list of upcoming
events can be found in the analytics menu of Twitter Ads Manager.
Events are targetable starting 30 days prior and expire 2-4 weeks
after the event’s completion.

@TwitterBusiness Agency Playbook | 16


Conversation targeting reaches audiences based on the content of
everyday conversations they take part in across 25+ categories and
10,000+ topics. These people have Tweeted about, engaged with,
or dwelled on Tweets about the selected topic(s).

Tweet engager offers a unique re-targeting capability by showing your


ad(s) to people who have already seen or previously engaged with
your past Tweets. You can specifically re-target your videos, filtering
by video starts, 50% completions, or 100% completions. Select
organic videos from the past 45 days or Promoted Videos from the
past 90 days.

Create your own tailored audiences of 500+ active Twitter users to


target or exclude. These audiences can be created from uploaded
lists (of emails, phone numbers, Twitter IDs, or mobile advertising
IDs), from the web (a list of visitors to a specific website, generated
through Twitter’s Universal Website Tag), or from mobile apps
(a list of your app’s users, generated through Twitter’s mobile app
conversion tracking).

Twitter’s conversion tracking helps you understand the performance


of your ads by measuring the number of users who perform a desired
action on your website after interacting with your Promoted Tweet(s).
You can view performance reports in your Tweet Activity Dashboard
and apply the information to help guide your future campaigns.

Takeaways:
Understand the different demographic and audience
feature targeting options.
Brainstorm how you can use Twitter’s unique features to
reach your audience, including conversation targeting and
Tweet engager targeting.
Create your tailored audiences list to specifically target
certain individuals.

@TwitterBusiness Agency Playbook | 17


Chapter 8

Power stats to help


Twitter is growing, and our ads have become cheaper to
run and more effective. But we know that people love hard

you pitch Twitter


numbers. So here are some of our most surprising and most
frequently asked-for data points below, so that you can have
them on hand in your next client meeting.

How do you know a Tweet will do well?1 Why advertise on Twitter?2


We surveyed 3.7 million accounts that Tweet a lot and condensed Our earnings call reported that Twitter has continued to grow and
their behaviors into the following four points to help guide your our ads have become more cost-effective. The following three
campaigns. points explain Twitter’s current state.

Tweets published between noon and 10pm local time gain • Average monetizable daily active users was 139 million,
more engagement than Tweets outside of that window. up 14% year-over-year and the 10th quarter of solid year-
More Tweets are published during the week than the over-year growth. We’re delivering more value to advertisers
weekend, and Monday is the most popular day to Tweet. through a larger engaged audience and better performing
products. Our improving ad metrics reflect ongoing strong ROI
# Tweets with hashtags gained 100% more engagements
than Tweets without. Including 1-2 hashtags works the best
for advertisers.

— more than that and engagement begins to decline again. • Total ad engagements increased 20%, resulting from
increased usage and improved click-through rates across
Only 2% of Tweets have a GIF, but Tweets with a GIF most ad formats. 
gained 55% more engagement than Tweets without.
• Cost-per-ad-engagement was flat year-over-year, reflecting
Tweets with video attracted 10X more engagements than a mix shift toward higher value ad formats offset by improved
Tweets without. And Promoted Tweets with videos save click-through rates across most ad formats and, to a lesser
more than 50% on cost-per-engagement. Simply put — extent, mix shift toward video ad formats.
using video in your campaigns can make them cheaper.

Source: Twitter internal data, Q1 2018


1

Source: Twitter internal data, Q2 2019


2

@TwitterBusiness Agency Playbook | 18


Additional strong stats
93% of video views happen on mobile. So prepare your content
accordingly, add captions for sound-off viewers, and make sure
your videos look good on mobile.

—Twitter internal data

2 billion video views per day, which is 66% year-over-year growth in


12 months.

—Twitter internal data, 2019

Video ad campaigns on Twitter are 31% more emotionally


stimulating and 22% more memorable than on other leading social
media platforms.

—Neuro-Insight, OMG + Twitter Receptivity (US/JA/BR), 2018

Twitter drives 28% incremental reach to TV for viewers aged


18 to 24.
—Nielsen Total Ad Ratings (TAR), 2019

90% of people read the copy on Twitter, higher than other leading
social media platforms.

— “Why Twitter” Competitive Research, Kantar Millward


Brown, 2017

84.8% of Twitter users made an online purchase in the past month,


compared to 74.5% of non-Twitter users. And 31.3% of Twitter
users made a mobile purchase in the past month, compared to
12.2% of non-Twitter users.

— Global web index, 2018

If you would like specific data for your client about an event’s
impact on Twitter (The Oscars, back to school, the World Cup, etc),
visit the events calendar on ads.twitter.com.

Takeaways:
Schedule Tweets during prime time: Mondays between
noon and 10pm local time.
Use 1-2 hashtags, GIFs, or short videos for higher
engagement rates.

@TwitterBusiness Agency Playbook | 19


Chapter 9

After the ad:


Your work doesn’t stop once your ad is up and running —
that’s just the beginning. Twitter Ads analytics provide useful

Understanding
data and insights to show you what’s working and what’s
not, and how you can improve your future campaigns. Go

your analytics
to ads.twitter.com or analytics.twitter.com to access these
dashboards and measure your results.

Tweet Activity Dashboard


The Tweet Activity Dashboard displays impressions and engagements
on all of your organic and Promoted Tweets, as well as charts that
outline month-to-month performance. You can see the performance
of a single Tweet by clicking on it, which breaks down the metrics by
Retweets, likes, replies, and more. Here, you can see what types of
content resonate best with your clients’ audience and continue to run
and improve on those verticals.

Campaign dashboard
Lastly, the campaign dashboard shows you everything you need to
know about how your paid ads are performing. Tracking your results
in a timely and accurate manner is crucial to getting the best results,
and this dashboard makes getting all of that information easy. Your
impressions, results, engagement rate, and cost-per-result are
displayed here. The results will be directly based on what type of
campaign objective you selected. For example, if you’re running a
website clicks and conversions campaign, the results tracked are
link clicks.

@TwitterBusiness Agency Playbook | 20


Account home page
Account home offers a high-level summary of your activity and
highlights across the past month. The number of Tweet impressions,
profile visits, new followers, and mentions are displayed here, along
with how those numbers compare to the previous month. Your
top-performing Tweets and your top followers will also be shown.
These details help you set achievable goals and map for your clients’
success over time, as well as open opportunities to connect with
influencers in your network.

Takeaways:
Visit analytics.twitter.com to access and familiarize
yourself with these three dashboards.
Note what content is performing best, what audience(s)
you’re reaching, and how your ad campaigns are
performing.
Continue testing similar creative and copy of your
best-performing ads to optimize future campaigns.

@TwitterBusiness Agency Playbook | 21


Top takeaways
This one-sheeter is your grab-and-go resource for all things
Twitter Ads — how to run and analyze your campaigns,
pitching to and working with clients, and everything in-
between. Reference the relevant chapters for more detailed
information.

Chapter 1: Where Twitter fits into your client’s strategy Chapter 5: Choosing the most effective campaign type
Plan a strategy for organic and paid content. They should Identify what action you’re trying to achieve through Twitter Ads,
balance and strengthen each other. and match it with the corresponding campaign objective.

Use the Twitter marketing calendar and events dashboard to Experiment with different campaigns to find the right mix
optimize your content planning. for your goal. It typically takes multiple campaigns running
simultaneously to have the strongest and best effect.
Break any and all brand news on Twitter to reinforce your
timeline.

Use the most clever, conversational, and bold version of your Chapter 6: The specs of ad creative
brand voice to compose Tweets.
Choose what type of ad format works best for your content
and goal.

Chapter 2: Managing client expectations Re-size your creative to match the specs listed above for optimal
performance.
Identify specific detailed metrics with your client, and email
agencyhelp@twitter.com to get information on typical Make sure your videos are between 6-15 seconds long.
performance benchmarks in the industry.

Be patient when it comes to seeing big results. Like any


platform, it takes time to build up a strong Twitter presence Chapter 7: Getting your message to the right audience
and following. Understand the different demographic and audience feature
Capitalize on Twitter’s interest-based strong suit by utilizing our targeting options.
unique targeting capabilities. Brainstorm how you can use Twitter’s unique features to reach
your audience, including conversation targeting and Tweet
engager targeting.
Chapter 3: Setting up accounts for success
Create your tailored audiences list to specifically target certain
Refresh your profile’s header image and Pinned Tweet every individuals.
quarter to match your current goals and focus.

Open a Twitter Ads account a few weeks before you need to


run ads. Chapter 8: Power stats to help you pitch Twitter
Email agencyhelp@twitter.com to set up multi-user login and Schedule Tweets during prime time: Mondays between noon
an insertion order. and 10pm local time.

Use 1-2 hashtags, GIFs, or short videos for higher engagement


rates.
Chapter 4: What makes a good Tweet?
Keep your Tweet copy clear, concise, and bold.
Chapter 9: After the ad: Understanding your analytics
Add rich media, especially short videos (15 seconds or less),
Visit analytics.twitter.com to access and familiarize yourself with
to your Tweets whenever possible.
the data dashboards.
Consider who your client follows, and build them a timeline that
Note what content is performing best, what audience(s) you’re
will inspire better Tweets.
reaching, and how your ad campaigns are performing.

Continue testing similar creative and copy of your best


performing ads to optimize future campaigns.

@TwitterBusiness Agency Playbook | 22


Twitter pro tips
Who better to ask for Twitter tips than the people who live and
breathe it every day? Here, we’ve compiled the top takeaways
and recommendations from the people at Twitter who help
advertisers every day.

Senior Marketing Manager, EMEA Account Manager, US

Account Manager, EMEA


Account Manager, US

Account Manager, US
Senior Manager, Americas

Social Media Coordinator, US


Account Manager, EMEA

@TwitterBusiness Agency Playbook | 23


Success stories
Hear directly from advertisers and agencies just like you who
have found enormous success on the platform. You can also
tune into our original Character Count podcast to hear longer
interviews and insights from ground-breaking businesses,
brands, and agencies.

From agencies:

@TwitterBusiness Agency Playbook | 24


From brands:

@TwitterBusiness Agency Playbook | 25


Additional resources
Looking for help?
Email agencyhelp@twitter.com to get in touch with
our dedicated Customer Success team for more
tips, data, and answers.

Looking for inspiration?


Our public agency resources and marketing content
are available at business.twitter.com and are
updated regularly.

Subscribe to our original podcast, Character Count,


to hear from some of the most creative and effective
advertisers on Twitter. Available on Apple Podcasts,
Google Podcasts, Spotify, and more.

About @TwitterBusiness:

Twitter Business is the arm of Twitter that focuses on advertising


solutions and assistance for the agencies, businesses, and
influencers who advertise on Twitter with small to medium-sized
budgets and campaigns.

Follow us for tips and tools that will help you market and be
successful on Twitter.

This Playbook was written and published in 2019 by the Twitter


Business team as an update and addition to the previous version.

@TwitterBusiness Agency Playbook | 26


Notes and Tweet ideas

@TwitterBusiness Agency Playbook | 27


28 | Agency Playbook @TwitterBusiness

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