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10 Creative And Copy Best Practices For Twitter Advertising

Written by: Carolyn Berk, Content Marketing Associate

Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.

Whether you’re running Twitter ads on desktop, mobile or a combination of the two, you need effective creative and copy to ensure that those ads drive revenue. What advertising elements generate clicks and downstream actions like signups, installs, purchases, and form completions? Here are ten to incorporate and test in your next Twitter campaigns:

1. Color

Color is the first thing that will leap out at Twitter users as they scroll through their feeds. This means that vibrant, eye-catching hues increase your brand’s chances of getting noticed and getting clicks.

Twenty20 - Twitter Advertising Best Practices

Twenty20‘s ad is dominated by a bright pink background, making it stand out among other Twitter content. Try using an equally dazzling shade in your ad to see if it helps generate a better response from your target audience.

2. Experiment With Imagery

If you run ads with different types of images, you’ll have a better idea of which type is best at helping you hit your KPIs. For example, an ecommerce ad focusing on just one product may see more success than an ad with an image that showcases a wide range of items. Running a creative test is a great way to know for sure which kind of image is best suited to drive a desired action.

Dollar Shave Club - Twitter Advertising Best Practices

In the two examples above, you can see the different types of images Dollar Shave Club ran in its Twitter ads. The image on the left focuses on the experience of receiving a razor delivery package. Meanwhile, the image on the right emphasizes the cost effectiveness of Dollar Shave Club’s prices compared to competitors. By running each of these ads, Dollar Shave Club can determine which image and message  spurs more subscription service signups.

3. Incorporate Seasonal Elements

As a social platform, Twitter is all about offering up-to-the-minute content. Seasonal advertising campaigns are a logical approach to aligning your advertising with the spirit of Twitter, not to mention a great way to boost ad relevance to your audience.

Indochino - Twitter Advertising Best Practices

This ad for retailer Indochino ran in the winter, making it on-trend and relevant to Twitter users’ immediate needs. An ad that focused on all of Indochino’s clothing offerings (such as shorts that are better suited for the summer) wouldn’t have been as topical or as actionable.

4. Speak To Your Audience

When you run ads on social media, a general best practice is to target specific audiences (by geography, age group, interests, or previous behavior). Savvy digital advertisers take this approach one step further by incorporating these targeting elements within the images and copy of ad campaigns.

Shock Top - Twitter Best Practices

In the example above, beer brand Shock Top speaks directly to young males by turning its mascot into an all-knowing provider of relationship advice. This ad is an adaptation of Shock Top’s Super Bowl TV ad, which was already proven to be a hit among that particular demographic.

5. Feature Influencers

Twitter is full of power users and celebrities with flocks of loyal followers who hang on their every Tweet. Because of this, including an influencer in your campaigns can help give your ad an even greater reach. 

Chevrolet - Twitter Best PracticesIn the Twitter video ad above, Chevrolet gets an extra promotional boost by featuring singer Lucy Hale. With over 5 million followers and counting, Lucy’s involvement means the ad already has a built-in audience of fans. 

6. Feature Testimonials

Customer testimonials validate your brand and can help convince viewers to try your product. Positive reviews in your ads act as proof that your product or service is worth paying attention to.

MileIQ - Twitter Best Practices

MileIQ puts a positive user review front and center in the Twitter ad above. The review speaks for itself, so instead of MileIQ singing its own praises, an actual user does it for them. What’s more, this particular review lists several benefits of the app, allowing users to draw their own conclusions about ways that MileIQ can help them.

7. Be Direct

Twitter is all about short and concise messages, so make sure your ads fit in by being as direct as possible. Keep copy clear about what a user can expect if they click on your ad. Also be sure to include what you want the person to do once they land on your website or app, such as make a purchase or sign up for a newsletter.

Mattermark - Twitter Best Practices

Mattermark couldn’t be clearer in this Twitter ad. In just a few short sentences the viewer gets an explanation of what the app does and and how to install it. Because this ad is short, succinct and to-the-point, it’s easy for viewers to remember Mattermark and take advantage of what it offers.

8. Align Messaging With Your Brand Identity

Every brand has its own voice, and this personality should shine through in marketing campaigns. Make sure your Twitter ads feature messaging that convey what your company stands for or represents to customers. Doing so will ensure your ads are memorable and consistent.

Trunk Club - Twitter Advertising Best Practices

Trunk Club offers classy fashion, and this focus couldn’t be any clearer in the ad above. The image and messaging are in sync and paint a complete picture of the sort of person who would be a good fit for the clothes delivery service.

9. Testing, Testing…

Take your Twitter ads to the next level by experimenting with copy. Capitalize important words, incorporate exclamation points or symbols — even emojis are fair game. Flourishes like this can help your ad stand out, and draw attention to important selling points such as sales or discounts.

Facetune - Twitter Advertising Best Practices

In Facetune‘s Twitter ad, a winking emoji leaps out at viewers — making the app seem like an exclusive secret that’s being shared. A pointing finger emoji also guides eyes downward to the image and to the “Install” button, driving viewers to take action and download the app. In this example, the emojis are especially well-used because they enhance the ad instead of being just a decorative afterthought.

10. Don’t Go Overboard With Hashtags and Mentions

While hashtags and mentions are Twitter’s bread and butter, overusing them can quickly make your ad go sour. If you’ll be using an @mention in your ad, make sure it’s relevant to the messaging of your campaign. Likewise, limit your ad’s hashtags to a maxiumum of two or three. Too many of these elements can distract from your main point and lead viewers to click away from your ad.

CandyWarehouse - Twitter Advertising Best Practices

Candy Warehouse’s Twitter ad is designed around a popular hashtag, and slyly inserts a promotion at the same time. The focus of this ad is clearly Candy Warehouse, and the hashtag works with this focus, not against it.

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