Twitter’s Best Practices for Promoted Tweets

As part of their ongoing efforts to promote more advertising on the platform, Twitter has released some best practices for tweet copy in promoted tweets. The focus of their advice is on one specific Twitter ad element – ‘Mobile App Install’ campaigns – the notes outlined really apply to all promotional tweets, even all tweets more generally. To make better use of your tweets and generate better engagement, advertisers found some valuable information based upon research gleaned from 3,200 mobile app promotion campaigns.


  1. ‘Leverage the Power of Now’
    The first point Twitter emphasizes is how people use the platform as a real-time news and information source. Thus, Twitter recommends that advertisers should use words that create a sense of urgency in their tweet copy, such as ‘now’, ‘hurry’ and ‘quick’. Using active verbs inspires more action, and likely more engagement, than using passive language. These minor tweaks can cause an impact especially when operating within 140 characters, where every letter and symbol counts.

  2. ‘Get Personal with Your Audience’
    Twitter’s analysis also showed that tweets using the word ‘you’ or ‘your’ generated better response. This places the reader in position as the subject of the content. This detail can add significant context, or change context in a big way, as it places emphasis on the reader.

  3. ‘Show Specific Prices’
    Twitter’s researchers found that, for app advertisers at least, showing the actual price within their tweet copy increased the effectiveness of their ads. However, there’s industry-specific processes, additional client requirements and details. Not everyone can list their prices in their tweets, but the numbers show that it can be an effective approach, and can inspire user interaction.

  4. ‘Drive Conversions with Discounts’
    Twitter found that app advertisers who included discounts or incentives in their tweet copy saw significantly higher engagement and lower costs for their ads.
    disc5. ‘Avoid Excessive Capitalization’
    The research showed that excessive capitalization, specifically showing one or more words in caps, actually turned people off. Those ads saw a 58% higher CPI and a 36% lower conversion rate.

Source: ©AndrewHutchinson
Image: ©socialmediatoday ©simonowenst

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