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

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

Planned

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

Anticipated

• 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.”

Reactive

• React to live conversations with content that reflects your brand’s message or product set.
• 3 questions to ask:

1. 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: