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Playbook for Agencies Produced by @TwitterBusiness Q2, 2018
Table of Contents
This resource complies the answers to the Twitter questions
most frequently asked by agencies and their clients.
Where Twitter fits into your 3
client strategy
Setting client accounts up 5
for success
What makes a good 7
Tweet?
The nuances of our 9
campaign types
The building blocks of a 12
campaign
Managing client 14
expectations
Power stats to help you 16
pitch Twitter
Appendix and next steps 18
@TwitterBusiness
Chapter one
Where Twitter fits Good marketing is holistic. Social networks and
channels have never been more different from
into your client each other and each deserves it’s own strategy
and approach. But what is Twitter’s specific
strategy role in a marketing campaign?
Use this chapter to determine which parts of
your omni-channel marketing plan are best
suited for Twitter.
Organic and paid. Together.
For some platforms, it may feel like you have to “pay to play.”
While with Twitter, there are many very successful advertisers who “
appear to have purely organic success. Why would you pay if you Promoting a powerful Tweet
don’t have to? We understand that confusion.
can give it the initial momentum
What’s more true is that the brands who seem to be the most
organically successful on Twitter actually have huge Twitter Ads it needs to attract a lot of
budgets and are creating a mix of organic and paid content.
organic attention
By running an always-on followers campaign, for example, you
guarantee steady growth and a more lively audience. People
organically follow accounts with growing and active audiences.
”
Running a followers campaign attracts more followers and having
more followers also attracts more followers. Organic and paid
strategies, when run together, amplify each other.
Simply put, if your client has ambitious goals for Twitter, they have
Success story
to run paid campaigns to support them.
The importance of an organic/paid balance extends to all objectives “Our agency philosophy is that
on Twitter, not just gaining followers.
Twitter is the best generator
Brands have to put money behind their Tweets for them to go
viral. You don’t have to put money behind all of your Tweets or
for conversations between a
necessarily for a long time. Promoting a powerful Tweet can give it brand and a consumer. Twitter
the initial momentum it needs to attract a lot of organic attention.
is where you turn one-on-one
All organic strategies on Twitter should be supported by paid
content and all paid strategies should have organic content as well.
relationships into strong com-
munities of loyal consumers.”
—
Nail creative agency
@TwitterBusiness Playbook for Agencies | 3
Conversation. Control. And straight-up back talk.
Nothing moves faster than Twitter. And people come to Twitter
to see what’s new and discuss their interests. Therefore, timely “
campaigns that comment on current trends or events — anything
happening now — are a better fit for Twitter than anywhere else.
A brand’s most recent Tweet is
their latest news.
Conversation
Use Twitter when you want feedback or back-and-forth.
Many companies rely on Twitter as a customer service
”
channel, so people on Twitter are comfortable sharing and
weighing in. Polls, clear questions, and asking people to
move to Direct Message help focus the conversation so that it
can be valuable.
Control
Use Twitter when you want to control the conversation
around a topic. Break your news on Twitter. Launch
updates, promos, sneak peaks and, when needed, apologies.
A brand’s most recent Tweet is their latest news. Loyal
customers, fans, and journalists will check a brand’s Twitter
stream before anywhere else when they want to see if the
brand has launched their newest campaign, has service
updates, or commented on an issue.
Back talk
Use Twitter when your campaign has an edge to it. Agencies
and brands push themselves to re-invent and evolve.
Twitter is the perfect place for that creativity, especially if it
has an element of wit or sass. The brands that attract the
most engagement on Twitter are often the ones that were
willing to take a few risks and prioritize humor, speed, or
entertainment value over consistency and caution.
In summary:
Your organic content strengthens your paid content and your
paid content strengthens your organic content. Always have a
strategy for both.
Break your news, even very small news, on Twitter. Make your
timeline feel like the livestream it is.
Even if the brand you’re working with is not (or cannot be) clever
or conversational — use the most clever and conversational
version of their voice to write Tweets.
@TwitterBusiness Playbook for Agencies | 4
Chapter two
Setting client For businesses and brands, the keys to
accounts often change hands a few times.
accounts up for Because of this, we often see experienced
and savvy advertisers who have set-up-related
success snags that can stall their Twitter campaigns
later on. We don’t want anything to slow
you down.
Use this chapter to double-check that the
accounts you work on are up to your high
standards and learn some tweaks that will save
you time (insertion orders, multiple logins, etc.)
A. Fill every field of your profile
Add your location
In the website field, put the exact page you want to funnel
people to now. (It’s probably not your homepage.)
Keep your bio simple and clear. It should answer the
question, “Why would I follow this account?”
B. Create visual consistency
Make sure all images are clear and high-quality.
Our profile picture frames are now circular. Does your picture still
look good?
Think of your header image as the visual representation of what you
want people to focus on this quarter (your current new campaign,
an upcoming release, a picture from your most recent photoshoot
that nails your current ~vibe~, etc.). Update this each season to
keep it fresh and interesting.
C. Pin your pitch
Think of your Pinned Tweet as what you want your audience to
focus on this month. It’s ok if you have the same focus for several
months in a row (i.e. if you’re raising money for a benefit over a six
month period then the same Tweet will do) but you should check in
each month and ask yourself if there’s a more pressing message.
Think of your Pinned Tweet as the answer to someone asking your
account “what’s new?”
@TwitterBusiness Playbook for Agencies | 5
D. Backend boosts
You can’t see everything a successful account is doing to keep
their momentum going. Here are the behind-the-scenes moves
your competition is planning.
Credit limits and insertion orders
When a Twitter Ads credit limit is reached, the campaign
stalls. Often, advertisers don’t realize this and become see
declining engagement, not realizing that their ads have
stopped serving. There are two solutions that you can
set-up before you even launch your campaign.
• If you plan to spend over $2,000 then contact
agencyhelp@twitter.com to have your credit limit raised.
“
• If you plan to spend a minimum of $5,000 you can apply
When a Twitter Ads credit
for an insertion order in our agency resources hub. The
insertion order will invoice you directly. limit is reached, the campaign
Multiple logins
stalls. Often, advertisers
You’re probably managing multiple Twitter accounts for don’t realize this and see
one client. You probably have multiple clients. You may be
keeping all of those passwords on a Post-it in your desk declining engagement.
drawer. None of this is ideal. First, download a password
protecting software. Second, email agencyhelp@twitter.
com and ask about multiple user logins. They will make a
”
duplicate of your client accounts so that everyone can be
on the same account at one time and that you can more
easily switch between all the clients you manage.
Policy and Approvals
Accounts: A Twitter Ads account is separate from a Twitter
account. Ads accounts go through extra approvals before
they can be used to advertise. (This is one of the many ways
we fight spam and abuse.) Remember to open new Twitter
Ads accounts a few weeks before you plan to advertise with
them, to make sure it will be approved in time.
Ads: Ads can be suspended (or will never launch) if they
violate our ads policies. Healthcare, finance, and pharma-
ceutical companies are usually the most affected by our
policy guidelines. Review the ads policy guidelines before
creating ads for one of these clients and if you notice an
In summary:
ad isn’t serving — it’s likely being evaluated. Email
A profile’s header image and Pinned Tweet should communicate
agencyhelp@twitter.com if you have specific policy
what is most important to a brand that quarter.
questions about what can and can’t be advertised.
Open a Twitter Ads account a few weeks before you intend to
advertise.
Contact agencyhelp@twitter.com to set up multiple logins and
an insertion order.
@TwitterBusiness Playbook for Agencies | 6
Chapter three
What makes a The Twitter Ads you create appear on Twitter
as Tweets. The Periscope you cross-post —
good Tweet? also becomes a Tweet. Videos, polls, website
links, and shower thoughts — Tweet, Tweet,
Tweet. Everything centers around the Tweet
and when advertisers can’t nail the format or
tone they’re losing valuable engagement and
ROI. Twitter is a trendy, creative, and flexible
platform — so what works has changed
since businesses started advertising and will
inevitably change again.
Use this chapter to update some
misconceptions that your client may have
about what makes a good Tweet.
Video
Videos are still successfully attracting huge amounts of engagement. Pro Tip: Tweets with video are also 6x more likely to be
Remember to add subtitles (a lot of people scroll Twitter without Retweeted than Tweets with photos.
headphones in) and show your branding/logo within the first few —Twitter internal data
seconds so that even brief viewers get the message.
Pro tip: Create easy-to-adjust templates for content that you’re
Images going to be promoting a lot of, such as a speaker series.
Yes! Like! Retweet! The single simplest thing you can do to get
more attention to your Tweets is to add a picture or GIF. Grab a GIF
from the in-Tweet GIF Search and remember to keep your images
high quality.
Tweet length
Tweets can now contain 280 characters. But being concise is in
Twitter’s DNA. And being concise is good for marketing. Can you
condense your idea to 140 characters? How about 70? 35?
Making your message or pitch fit into a Tweet is an effective
exercise to find the true hook of your campaign. Once you’ve
discovered your hook, writing longer descriptions for other
platforms will be even easier.
Hashtags
Only add a hashtag if you are linking your Tweet to a broader
conversation, event, or movement. Think of it as if you’re having
a conversation and a third person walks up. The hashtag is you
saying, “Oh, hello, we’re just talking about _______”.
Remember that, once Tweeted, hashtags become clickable links.
@TwitterBusiness Playbook for Agencies | 7So don’t use more than two and if you want viewers to click
somewhere else (a button, an image, or on your own link) it’s best
to not include them at all.
Success story
Voice
Many brands use Twitter to feature a wittier, faster, or just more
current version of their voice. Don’t be afraid to alter your usual
“Being data-driven is definitely
brand guidelines to create a more bold and human-sounding helpful, and experimenting
Twitter. And remember that singular Tweets are the perfect method
for testing your tone. Does your audience like formality, silliness, with new content every week
snark, or dad jokes? Tweet a few of each and let the engagement
be your guide. is rewarding in the long-term.
From December to July 2017,
Following better accounts will improve yours
Too many people focus on who is following them without evaluat- we measured a 45% increase
ing their home timelines. Twitter is about conversation and curation.
It’s vital to find your corner of that conversation by following the
in engagement by optimizing
right people. our content and testing small
You need to absorb good content to create good content. Find innovations every week.”
accounts who are in your clients’ area of interest and that you think
are “good at Twitter”. Use the Twitter search bar to filter for local —
accounts or people discussing hashtags relevant to your client. Clementine Berlioz,
Follow them. Be liberal. Take an entire Friday afternoon to follow
Senior Social Manager at HelloFresh
new, unfollow stagnant, and find interesting accounts.
Investing in your timeline gives you a healthy feed of content to
Retweet. Sure, publishing good Tweets fills your account with
quality content — but so does Retweeting. And Retweeting
is easier.
• Retweeting is a safer step for brands who want to make a
point but don’t officially want to be the ones to say it.
• Retweeting well is valuable for your followers. Some people
have a large following because they are good Tweet
curators. It gives your followers more than just your voice.
• Retweeting saves time. Why push yourself to create an
original Tweet about something another account has already
said better? Your time is valuable, save it.
• Retweeting other accounts creates a positive relationship
with them.
In summary:
Keep it clear, concise, and bold.
Add media to your Tweets as much as possible.
Reevaluate who your client follows and build them a timeline
that will inspire better Tweets.
@TwitterBusiness Playbook for Agencies | 8Chapter four
The nuances of our There are five results a campaign can affect:
click-throughs, Tweet impressions, Tweet
campaign types engagements, followers, and video views.
Often, clients become fixated on specific
metrics based on what they think is important
on Twitter. For example, advertisers tend
to value follower growth very highly and
can sometimes become distracted by it —
wondering why they didn’t get more followers
while running an awareness campaign (which is
only intended to increase Tweet impressions).
Use this chapter to better understand what
a client is charged for on Twitter, how to talk
about those results, and predict what they’ll
probably care the most about.
What does each campaign do?
Campaign Type
Website App Tweet Video views Quick Twitter
Followers clicks or Awareness App installs re-engage- engage- Promote* Promote
conversions ments ments Mode*
Results
Video views
Followers
Tweet
engagements
Tweet
impressions
Click-throughs
*Simplified Twitter Ads products – available on mobile devices or through subscription.
@TwitterBusiness Playbook for Agencies | 9What does each campaign objective do?
Each campaign type has an objective. That objective determines
what a campaign will do and how an advertiser is charged. We
do not charge for non-objective benefits — even though running
a campaign to boost one metric often helps other metrics as
“
well. (Ex. Promoting your brand with a video views campaign will
We do not charge for non-
probably also attract more followers and website visits, but the
objective benefits — even
advertiser wouldn’t be charged for those bonus results.)
though running a campaign to
Our campaign types:
Followers campaigns grow an engaged audience.
boost one metric often helps
What you pay for: New followers who converted through your other metrics as well.
ads. You are not charged for clients who found and followed your
account organically. ”
Website clicks or conversions campaigns bring people to your
website.
What you pay for: The number of link clicks on your ads. You are
not charged for organic traffic from logged-in Twitter users.
Awareness campaigns put your Tweets in front of as many people
as possible.
What you pay for: Every thousand impressions (CPM). An
“impression” is when a Tweet fully loads on someone’s timeline
and they see it. If 9,999 people see the Promoted Tweet then you
would be charged nine times, not 10. You are not charged for any
interactions with the Tweet (likes, Retweets, detail expands, etc.).
Quick Promote allows you to start an awareness campaign for a
single, published Tweet right from your phone.
App installs campaigns get new people to download
your app.
What you pay for: App installs. You are not charged for organic
app activity from logged-in Twitter users.
App re-engagement campaigns get returning users to open or
update your app.
What you pay for: App link clicks. You are not charged for organic
app activity from logged-in Twitter users.
Tweet engagements campaigns start conversations and attract
more engagement.
What you pay for: Initial engagements (replies, likes, Quote
Tweets, and Retweets) on Promoted Tweets. You’re not charged
for the organic engagements that follow. (So don’t be shy on
replying to customers as much as you want.) You are not charged
for engagement on your non-Promoted Tweets.
@TwitterBusiness Playbook for Agencies | 10Video views campaigns get a larger audience to see your video.
What you pay for: The number of video views on your Promoted
Videos. You are not charged for organic video views or any
click-throughs.
Pre-roll and in-stream video campaigns are also available. Many
advertisers find our video products to yield their most successful
campaigns.
Quick Promote puts a single Tweet in front of as many people
as possible.
What you pay for: Every thousand impressions (CPM).
An “impression” is when a Tweet fully loads on someone’s
timeline and they see it. If 9,999 people see the Promoted Tweet
then you would be charged nine times, not 10. You are not Pro Tip: Video is our fastest-growing advertising tool. There
charged for any interactions with the Tweet (likes, Retweets, detail are around 1.2 billion video views on Twitter each day, which
expands, etc.). is 2X growth in 12 months.
—Twitter internal data
An awareness campaign is the more robust, Twitter Ads version
of Quick Promote and lets you schedule promotion for as many
Tweets as you want before they are published.
Twitter Promote Mode automatically promotes Tweets and a
profile to gain more reach and followers.
What you pay for: Monthly subscription. Promote Mode is currently
our only automated and only subscription product. There are
different pricing tiers, starting at $99, which put proportionate
budget behind a user’s Tweets and profile promotion each day.
Promote Mode is an always-on solution that can run concurrently
with Twitter Ads products but it is managed separately through its
own app, instead of ads.twitter.com. “
Differentiate and specify
If [clients] aren’t willing to
Most advertisers want their accounts to grow in multiple ways invest in multiple campaigns,
— more Retweets AND more followers, or more website clicks
AND more video views. This is a healthy way to approach Twitter. then they need to de-prioritize
But advertisers must concurrently run several different campaign
objectives to achieve those different goals. If they aren’t willing to
one of their growth goals.
”
invest in multiple campaigns, then they need to de-prioritize one
of their growth goals.
Remember to break down each result with the corresponding
campaign so that clients are clear on what could be improved and
how. You don’t want them to think they need to produce a new In summary:
series of video ads to get more followers, when all they have to do
Understand that it will take multiple campaigns to achieve your
is add a little more budget to their followers campaign, and just let
client’s goals.
that thriving video views campaign be.
Focus on what each campaign does best and enjoy the
supplemental engagements as a bonus.
@TwitterBusiness Playbook for Agencies | 11Chapter five
The building blocks Each objective that is important to your clients
should be supported by a strong campaign
of a campaign with varied Tweet copy and images. Logically,
finding the right balance of your brand voice
and audience voice that attracts desired results
takes time. But there are general best practices
that work for most brands.
Use this chapter to skip a few rounds of testing
and start your clients with strong campaigns
from the beginning.
Know your audience
Go to analytics.twitter.com. Click on the “audience” tab. This is
where you can see the demographics of the people who follow
you. Information like their interests, mobile footprint, and buying
habits can inform what part of your audience you need to grow
as well as the best way to engage who is already reading your
Tweets.
For instance, if “comedy TV shows” and “entertainment” are your
audience’s most common interests then you’ll know that Tweeting
about a popular sitcom will go over well. If your audience likes
“luxury brands” then you should probably comment on the next
Mercedes Benz commercial or live Tweet the Met Gala. If your
audience is interested in business and finance then you could
share more Wall Street Journal, and Economist articles, and follow
@CNNMoney.
Quick Tips
Emphasize urgency: “today only!”, “start now”, “only a few seats Pro Tip: Start campaigns by running 2-3 versions of each
left!” Twitter moves quickly, so this language resonates. Tweet. The engagement will tell you which messaging your
audience responds to the most.
Avoid distracting hashtags: Never more than two in one ad and —@KevinDolezal, Twitter
you probably don’t need any at all. Only use if linking your Tweet
to a broader conversation is important for context.
Subtitles: Most of Twitter’s video views come from mobile devices
and people don’t always have their headphones plugged in. Add
subtitles so that the message gets across even when their phone
is on silent.
Discount by %, not number, especially if your items are less than
$100: “15% off” sounds more compelling that “$5 off”.
@TwitterBusiness Playbook for Agencies | 12Call-to-actions: If you want people to sign up, say “sign up today.”
If you want people to follow you, tell them what you plan to Tweet Pro Tip: 93% of Twitter’s video views happen on mobile
about along with “follow us.” Make your reader’s next steps clear. devices.
—Twitter internal data
Check up and tweak: Don’t just let your campaigns run their
course and then see how they are doing. Check on a newly
launched campaign every few days. If it is struggling, delete
the creatives that are under-performing and add fresh ones
or readjust the targeting. If it is thriving, try to figure out which
creatives your audience are responding to so well and consider
adding more budget.
“
Tweet questions: Twitter is the engagement platform. People go
there for dialogue.
Be open: Try a few targeting options and interests that seem a bit
Don’t let your campaigns run
outside your client’s focus. Advertisers are often surprised by who
their message resonates with. Let a few test campaigns show you
their course and then see how
where possible new audiences could be. they are doing. Check a newly
Targeting: Your targeting possibilities are limitless. But we find launched campaign every few
follower targeting to be the easiest type for many businesses to
start out with because all they have to do is think of who their
days.
ideal customer would be following. For more specific targeting
help, email agencyhelp@twitter.com. ”
Flash the logo: Remember to use brand colors or your logo so that
media is distinctly yours. If you are creating a video, adding your
logo to the first seconds means that people will see it even before
you’ve had to pay for a view.
Reach out: If you’re having trouble. Email your questions to
agencyhelp@twitter.com.
In summary:
Visit analytics.twitter.com to see the demographics of your
audience. Use that data to plan time zones, targeting, and topics
your campaign should cover.
Give your ads clear next steps by including direct language,
calls-to-action, and tangible benefits like discounts or
exclusivity.
Most of our video views happen on mobile so make sure your
video content is formatted and subtitled correctly so that it will
still look polished on a phone.
@TwitterBusiness Playbook for Agencies | 13Chapter six
Managing client Nearly everyone in the world knows what
Twitter is. But that doesn’t mean they
expectations understand it, how to use it, or (especially)
what could be expected from advertising on
it. When bringing Twitter up to a client you’re
likely to hear their own opinions of what
Twitter is good for and/or why it disappointed
them in the past.
Use this chapter to better understand what
you may face with a client, how we can help,
and where you can excel.
Expect peer comparisons
Facebook also has “likes”. Google also has “click-throughs”.
LinkedIn also has “replies”. And almost every platform has a
“follow” option now. So how do you weigh a Twitter apple to
another platform’s confusingly-similar-sounding orange?
Twitter is interest-based. People follow their friends and Success story
family, sure. But more often — they follow people who they find
interesting, who talk about the topics, trends, news, memes, and “We’ve been able to success-
events that are relevant to them. Because of this, Twitter doesn’t
carry the social obligations that can create confusion on other
fully acquire very high-quality
platforms. People don’t “like” a Tweet because it is from their aunt
users and find that our retention
or they used to work with the sender. They engage with a Tweet
because they are genuinely interested in its topic. That’s what sets on Twitter is about 20%
a Twitter “like” or “Retweet” or “follow” apart from similar gestures
on other platforms. When a person follows you on Twitter — you higher compared to other ad
have their attention and interest, not just their association.
platforms.”
Because of this crucial difference, we often find loyalty and
—
stickiness to be some of the biggest selling points of Twitter.
People on Twitter seem to be paying more attention than they do SmartNews
other places.
It’s about reaching the right people — not reaching the
most people.
Pro Tip: Twitter acts as a catalyst for reaching people where
other platforms can’t — when people are on the go, looking to
consume content. This is in contrast to the way people behave
on other platforms, where they may not be looking to engage
with brands.
—Rothys
@TwitterBusiness Playbook for Agencies | 14Benchmarking
First know what the client wants, and how many. “More followers”
could mean 100 or 10,000 and those numbers require very different
budgets and strategies to achieve.
Once you have a clear idea of your client’s priorities you can email
agencyhelp@twitter.com for a performance benchmark. They Success story
can tell you what people in your client’s industry normally pay for
results. Which will help you determine if your client’s budget will
be effective.
“We’ve seen that with the right
targeting and the right hook,
Benchmarking data will also help you determine if your client
should use automatic or custom bidding in a campaign. our cost-per-result can be up
Expectations
to 25% cheaper than on other
Twitter is real time. Advertising success on Twitter is not. ad platforms. We’ve seen really
Just like every other channel, Twitter Ads take time for a business strong CTRs for our topical
to grow and develop an effective advertising strategy. But because
Twitter itself moves so quickly many advertisers are confused or advertising.”
disappointed by the need to optimize and experiment over time.
—
The time is well-spent. Andy Joannou,
Your followers are genuinely interested in what you have to say Audience Development Manager
and will show their loyalty with views, clicks, and purchases. But
at Pan Macmillan.
it’s valuable to temper your client’s expectations with the same
length of time it took them to develop a strategy for other digital ad
placements.
In summary:
If someone follows you on Twitter it is because they are genu-
inely interested in what you have to say and want to interact with
or amplify your message.
Email agencyhelp@twitter.com to see what type of
performance can be expected for your client’s industry.
Be patient. Building a strong Twitter presence takes time but is
worth it.
@TwitterBusiness Playbook for Agencies | 15Chapter seven
Power stats to help Twitter is growing! And our ads have become
cheaper to run and more effective. But we
you pitch Twitter know that people respond to hard numbers.
So here are some of our most surprising and
most frequently Googled data points below, so
that you can have them on hand in your next
client meeting.
Use this chapter to grab the data you need
to prove the power of Twitter to clients and
colleagues and fill out that “insert stat here”
slide on your next presentation.
How do you know a Tweet will do well?
People who Tweet often can be the most valuable and vocal Pro Tip: The #1 reason that people come to Twitter is to
followers and something every brand should try to attract. We “Discover something new.
surveyed 3.7 million accounts that Tweet a lot and condensed their —Twitter internal data
behaviors (from January 29th to February, 2018) into the following
four points that will help guide your campaigns.
Tweets published between noon and 10pm local time gain
more engagement, than Tweets outside of that window.
More Tweets are published during the week than the
weekend and Monday is the most popular day on which to
Tweet.
# Tweets with hashtags gained 100% more engagements
than Tweets without them.
Including 1-2 hashtags works the best — more than that
“
and the engagement begins to decline again. Tweets with video
Only 2% of Tweets have a GIF, but Tweets with a GIF attracted 10X more
gained 55% more engagement than Tweets without a GIF.
engagements than
Tweets with video attracted 10X more engagements than
Tweets without video.
Tweets without video. And Promoted Tweets with videos
save more than 50% on cost-per-engagement. Simply put
— using video in your campaigns can make them cheaper. ”
Most of the videos Tweeted were shorter than 30 seconds,
but videos that were 60-90 seconds had the best engagement.
Why start advertising on Twitter now?
Our Q1 earnings call reported that Twitter has continued to grow
and our ads have become more cost-effective. The following three
points explain Twitter’s current state.
@TwitterBusiness Playbook for Agencies | 16• Q1, 2018 is the 9th quarter in a row of year-over-year daily
active user growth. The last 6 quarters had double-digit “
growth. Q1, 2018 is the 9th quarter in
• Cost-per-ad engagement declined by 28% year-over-year. a row of year-over-year daily
But total ad engagements increased by 69% year-over-
year. Meaning that our ads are being engaged with more active user growth. The last
and those engagements might be cheaper than the last time
your client tried to advertise on Twitter.
6 quarters had double-digit
• Specifically, Video Website Card and Video App Card total
growth
ad engagements increased 69% year-over-year. And we’ve
got a lot more video stats to share. ”
More on Promoted Video and purchase intent
93% of video views happen on mobile. So prepare your content
accordingly. Add closed captioning or subtitles in case viewers
don’t have their headphones handy. Make sure your videos look
good on mobile.
—Twitter internal data
1.2 billion video views per day, which is 2X growth in 12 months. “
—Internal Twitter data, 2017 Video and App Website
Video Website Cards begin playing automatically and continue Cards are the ad units where
to play as your website loads, keeping 60% more people glued to
your ad.
Promoted Video appears
—Twitter internal data vs. Doubleclick’s 2016 “The Need for
Mobile Speed” study ”
Twitter’s Video Website Card attracted 2x higher click-through-
rates than mobile video ad benchmark.
—Twitter internal data vs. eMarketer’s 2017 benchmark on
Pro Tip: “The experience of allowing the user to continue to
mobile study
watch the video while the site loaded was sleek and drove
Videos with minimal Tweet copy vs. longer Tweet copy have a 25% more efficient traffic to our website compared to using a
13% higher brand and message recall and overall view time. static image.”
— GroupM Video Best Practices on Twitter, MetrixLab 2017 —Brady Fain, Social Media Specialist,
Jaguar Land Rover North America
84.8% of Twitter users made an online purchase in the past month,
compared to 74.5% of non-Twitter users. And 31.3% of Twitter
users made a mobile purchase in the past month, compared to
12.2% of non-Twitter users.
— Global web index, 2018
If you would like specific data for your client about an event’s
impact on Twitter (The Oscars, Back to School, The World Cup,
etc.) visit the events calendar on ads.twitter.com.
@TwitterBusiness Playbook for Agencies | 17Appendix
Next steps:
For more data, tips, and answers to your
remaining questions email our dedicated
customer success representative at
agencyhelp@twitter.com.
Our public agency resources are at
business.twitter.com/en/solutions/agency.
html and updated regularly.
Our blog publishes new marketing and
Twitter-focused posts nearly every day.
It’s at business.twitter.com/en/blog.html.
About @TwitterBusiness: About @JoeWadlington:
Twitter Business is the arm of Twitter that focuses on advertising Joe Wadlington worked with our data science and customer
solutions and assistance for the agencies, businesses, and service teams to compile this Playbook. He is a copywriter at
influencers who advertise on Twitter with small to medium-sized Twitter who writes and develops our marketing resources.
budgets and campaigns. He was previously a freelance social media consultant. His writing
has been published in The New Yorker, The Rumpus, and Food &
Follow us, @TwitterBusiness, for tips and tools that will help you
Wine Magazine.
market on Twitter.
@TwitterBusiness Playbook for Agencies | 18Q2, 2018
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