When to use Twitter?

Start with the audience on Twitter when you’re launching something new.

Everything new you have to tell is considered a Launch for your audience:

  • Brands
  • Products
  • Features
  • Messages
  • PromotionsIf you launch and no one talks about it, did you really launch?

People use Twitter to discover what’s new:
79% like to discover new things. 60% like to be the first to try new things. 53% more likely to be the first to buy new products.

How do you make your launch worth talking about?

It’s not just the reveal that matters. Today’s leading brands build a phased approach.


Align existing consumer insight to Twitter’s audience or engage Twitter to find a new audience insight.


  • Create buzz, and awareness, and target a pool of influential early engagers.
  • Target the most influential users when they are more receptive.
  • Leverage content and formats that encourage sharing.


  • Drive mass awareness of your launch to spark conversation and surge your message to the masses.
  • Use mass-reach products to break through and make an outsized impact on a large audience.


  • Reinforce your launch message after the reveal to drive preference and maintain buzz to keep your brand top of mind.
  • Consider multiple creative strategies to test & learn.
  • Re-engage viewers with downstream messaging.

Launch Creative Best Practices

Short and Focused

  • Keep promoted videos to 0:15 or less.
  • When possible keep tweets < 50 characters.

Strong Visuals

  • Use captions and visual cues to get your message across without a sound.

Prominent Branding

  • Include clear and persistent branding throughout the ad.
  • Your logo should be in the upper left-hand corner.

Twitter is the best place to connect with what’s happening.

Connect with:

  • Events: every event happening live or on TV such as the Oscars, the Grammys, the World Cup, any sports event, etc
  • Special Days: all those commercial or important cultural dates such as Mother’s Day, Christmas, Cyber Monday, etc.
  • Trends: cultural movements, audience comments about your Brand, or anything that is happening in the world that everyone is talking about such as #LunchAmerica, #Challenges, etc

Why is it so important to connect with what’s happening?

People don’t wake up thinking about your brand, so you need to be top-of-mind, always talking with them about different things they are interested in.

Now, more than ever, brands need to connect with what’s happening.

77% of brands could simply disappear and no one would care.
Source: Meaningful Brands Survey – Havas

How do you Connect with what’s happening and become part of the conversation?


  • Identify moments you know will happen and produce assets that “feel” real-time when published at the right moment.


  • Create extensive lists of expected and potential moments around the event.
  • Focusing on a few key moments and creating content that speaks to them humanizes the Brand and makes the response seems “real-time”.


  • React to live conversations with content that reflects your brand message or product set.
  • 3 questions to ask:
    1. Will it build relevance with your target audience?
    2. Is there a direct connection to the Brand, category, sponsorship or ad buy?
    3. Will it help you steal a share of voice from competitors?

When Brands Connect with what’s happening on Twitter, they see lifts across the funnel:

+18% message association. +8% brand awareness. +7% brand preference. +3% purchase intent.

Source: Nielsen Brand Effect (US/UK/JP/CA). Q3 2015 – Q3 2018 Connect Campaigns. Percentages refer to % uplift (not deltas or percentage points difference)