28 Oct Twitter Advertising Best Practices: Get Seen on Twitter
“Advertising on Twitter? You’re better off running some Google or Facebook ads.” That’s a hasty recommendation that many marketers will give you. However, dismissing Twitter too quickly means passing up the opportunity to communicate with the 330 million active monthly users this platform retains.
You’ve probably noticed that Twitter has gained a somewhat controversial status among social media channels. It’s now the number one social media platform for political leaders and has become a major source for the latest news. At the same time, this might just make Twitter the perfect place to engage and connect with your target audience.
Read on to learn the latest Twitter advertising best practices. We’ll discuss how well Twitter ads really work, the different Twitter ad types you can run, and the Twitter ad specs you have to consider. And, we’ll top it off with the best twitter advertising tips.
How Well Do Twitter Ads Work?
Even though Twitter has a smaller user base than other social networks, a study by Data2Decisions showed that Twitter ads average a 40% higher ROI than other channels. Their users are also willing to spend some money, with 67% saying that they are likely to purchase from brands they follow. Also, there are some great Twitter advertising examples out there that prove that you can get results.
Here’s a not-so-secret Twitter advertising best practice: If you really want to boost your Twitter ad performance, videos are a must. Here’s why:
- Tweets with videos are six times more likely to be retweeted than Tweets with images.
- Tweets with video attract ten times more engagement over Tweets without video.
- People who saw In-Stream Video Ads on Twitter were 70% more likely to recall the brand’s ad.
- Promoted Tweets with video saved 50% on their cost per engagement.
Keep in mind that how well Twitter ads will work for you depends on who you are trying to reach. 22% of U.S. adults use Twitter, with 80% of them being affluent millennials. However, only 6% of teenagers consider it their preferred social neatwork. Snapchat (41%) and Instagram (35%) are the frontrunners for teens.
Twitter Ad Types
When you start a campaign on Twitter, the platform prompts you to pick a specific objective for your ad campaign. Behind each campaign goal is a different type of ad experience. Here are the most important types of Twitter ads:
Source: Twitter Ads Campaigns 101
Promoted Tweets look like regular Tweets, except that you pay for them to be displayed and reach more users. The goal is to increase awareness for your brand and business.
This is an excellent way to gain new followers. By promoting your Twitter account, you attract users who aren’t yet following you but might be interested in your content. Promoted accounts are displayed in the user’s timeline and the “Who to follow” section.
Trending topics are the most talked about subjects at any given time. By promoting a trend, it’s displayed for 24 hours in the “Trends for you” section of Twitter users. When someone clicks on the trend, your related promoted Tweet shows up on top of the search results.
Promoted Video Views
If your goal is to maximize your video views, then this is the right ad type to pick. Effective video ads help boost brand recall and engagement. Your promoted video is displayed in the user’s timeline, and if you choose to, on profiles, Tweet detail pages, and in the search results.
These are pre-roll ads which Twitter will display at the beginning of videos of their 200+ content partners. Your video will show with an “Ad by…” message and is skippable if it’s longer than six seconds. This type of ad can maximize your views as you align your brand with the premium content on the platform that your audience is already watching.
Twitter Video Ad Specs
A non-skippable step on your way to successful Twitter ads is making sure that your video ad is formatted correctly. Here are the Twitter video ad specs to keep in mind:
- Tweet copy: 280 characters
- Title (under video): 70 characters
- Description (under video): 200 characters
- File type: MP4 or MOV
- File size: maximum of 1GB
- Video length: maximum of 2 minutes and 20 seconds
- Video resolution: 720 x 1280 px (portrait), 1280 x 720 px (landscape), 720 x 720 px (square)
- Aspect Ratio: 16:9 or 1:1 (square)
8 Twitter Advertising Best Practices
So, how can you get the most out of your Twitter advertising campaign? Simple! Just follow our 8 Twitter advertising best practices:
1) Define Your Target Audience
To get the most out of Twitter’s ad targeting options, you need to be crystal clear on who you want to reach. When you know your target audience intimately, you can better tailor your content marketing and specific campaign for them. Gather the following information to get a robust picture of your ideal client:
- Demographic information: Age, gender, location, marital status, income, language are all details that can help you narrow down your target audience.
- Psychographic information: These are the values, beliefs, behaviors, goals, challenges, interests, and favorite activities that your audience has in common. By following conversations and influencers on Twitter, you can learn how your ideal clients really tick.
- Preferences: Your ideal Twitter users will have certain preferences in terms of how they like to consume their content, when they are typically online, and what type of Tweets they mostly react to. Getting to know these details will help you optimize your Twitter ad campaign.
2) Save the Sales Pitch for Later
What’s the #1 reason people flock to Twitter? Because they want to “discover something new and interesting.” They are looking for something share-worthy and love to see engaging content like news, relevant information, how-to videos, and comedy. Overly salesy Tweets, on the other hand, are easily dismissed. When you make your ad feel like an organic piece of content, you’ll naturally get more engagement.
3) Keep It Short and Direct
Short, concise messages – that’s what Twitter became famous for, and it’s still working. That means you’ve got to distill your message to the most important point and grab your audience’s attention immediately. Research from Buffer suggests that 100 characters are the perfect length for a Tweet.
4) Optimize for Mobile
80% of Twitter users access the platform via their mobile phones, and a whopping 93% of video views happen on mobile. For your video ad to be a success, don’t make your audience squint. Pack your video full of beautiful close-ups that get your message across.
5) Partner With a Social Media Video Production Company
When you start to incorporate videos into your Twitter ads, you want to look professional and make a great first impression. By partnering with a social media advertising agency, like MotionSlam, you can be sure that your videos will be of high-quality and specifically made to perform on social media.
6) Have a Clear Call to Action
One of the most important rules in advertising is no different for Twitter ads: You have to tell your audience exactly what you want them to do. Using action verbs (such as register, download, follow, visit, retweet, etc.) in your ads should result in higher clickthrough rates.
7) Limit Hashtags and Mentions
Once you’ve included a strong call to action, you’ll want to limit the #hashtags and @mentions (or avoid them altogether) so that your audience doesn’t get distracted. Worst case, they click away from your ad to other content, and your call to action is quickly forgotten.
8) Always Test and Improve
Your Twitter ads are a great playground to find out what resonates with your target audience. Take them to the next level by testing the different elements like ad format, length, emojis, tone of voice, and much more. You can even split test different variations of your videos.
Ready to Get Started With Twitter Video Ads?
After reading our Twitter ads guide, you’ll have noticed that there’s no way around using video if you want to take your Twitter ads to the next level.
But how do you get started? Just leave your social media video production to us. The best thing is, we not only produce one but multiple variations of your video for A/B testing, so you can run your ad with the best performing video and get the most return on your ad spend.
Give us a call at 888.760.4958 or email us to learn how we can transform your business goals into results.
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