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 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 It’s So Important to Connect with What’s Happening

People don’t wake up thinking about your brand, so you need to make an effort to stay top-of-mind, by engaging with them through the things they are interested in.

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

Source: Meaningful Brands Survey – Havas

How to Connect with What’s Happening and Become Part of the Conversation


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


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


  • React to live conversations with content that reflects your brand’s 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 portion of your competitor’s reach?

When Brands connect with what’s happening on Twitter, they see positive results at every level of the funnel: