tweet copy best practices


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PRODUCT MARKETING

T W E E T CO P Y B E ST P R AC T I C E S Mobile App Promotion

Ad creative is a critical part of ensuring that your message resonates with your audience and inspires them to action. But how do you grab a user’s attention in 140 characters? Based on data across more than 3200 mobile app promotion campaigns, we’ve identified 9 best practices to help you optimize your Tweet copy.

D I S P L AY YO U R D I S C O U N T S Tweets that identify specific percentage discounts have a

67%

&

40%

1

H I G H E R AC R

LOW E R C P I

S H OW S P E C I F I C P R I C E S Tweets that call out specific prices have a

2

26% LOW E R C P I

AV O I D E X C E S S I V E C A P I TA L I Z AT I O N Tweets that contain one or more words in CAPs have a

58% HIGHER CPI

&

36% LOW E R C V R

3

C A P S LO C K

after the click

Twitter Inc. internal confidential information. Please only disclose with the intended audience and parties. For further information please consult ads.twitter.com

PRODUCT MARKETING

T W E E T CO P Y B E ST P R AC T I C E S Mobile App Promotion

4

U S E P R O P E R C A P I TA L I Z AT I O N W H E N A D V E R T I S I N G A F R E E A P P

“Free”

“FREE”

1 7 % LOW E R C P I

47% HIGHER CPI

171% HIGHER CPI

AV O I D U N N E C E S S A R Y E X C L A M AT I O N M A R K S !

!!!!!!!!!!!!!!!!!!!!!!

!!!!!!!!!!!!!!


Tweets that used an exclamation mark had a

5

69% HIGHER CPI

Tweets using 80-100 characters have a

LOW E R C P I

&

15% LOW E R C V R

8 0 TO 1 0 0 C H A R AC T E R S I S T H E SW E E T S P OT 
 FOR TWEET LENGTH

6

14%

“FREE!”

&

16% H I G H E R AC R

Tweets using 20-40 characters have a

53% HIGHER CPI

Twitter Inc. internal confidential information. Please only disclose with the intended audience and parties. For further information please consult ads.twitter.com

PRODUCT MARKETING

T W E E T CO P Y B E ST P R AC T I C E S Mobile App Promotion

T H E P OW E R O F # N OW Tweets that use urgency words have a

36%

&

9%

7

HIGHER CVR

LOW E R C P I

Definition: Terms for urgency: 'hurry', 'fast', 'now.', 'now!', 'quick', 'running out', 'supplies last', 'limited time', 'today only'

AV O I D G E N E R I C S U P E R L AT I V E S Number 1!

Tweets claiming to be the best have a

THE BEST!

33%

8

&

13% LOW E R C V R

HIGHER CPI

Definition: Tweet copy included one of the following: “#1”, “best”, “top”, “number 1”, “number one”

USE SECOND PERSON Tweets that directly address the user with “you” or “your” have a

18%

&

LOW E R C P I

13%

9

HIGHER CVR

after the click

D ATA S O U R C E

DEFINITION OF TERMS

US Twitter Internal Data, Q1- Q2 2015, 3200 mobile app promotion campaigns

AC R

CPI

CVR

App Click Rate

Cost Per Install

Conversion Ratio

Twitter Inc. internal confidential information. Please only disclose with the intended audience and parties. For further information please consult ads.twitter.com