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Overview Engagement is all about getting those clicks, likes, replies, and retweets. People come to Twitter to discover and share. Time to position your brand to get their valuable attention. Engagement campaigns allow you to reach a relevant audience who are likely to engage with your Tweets. That means more likes, Retweets, replies, clicks, etc. You can promote Tweets that are published organically, or create special promoted Tweets for your targeted audience. You only pay for engagements you receive. Impressions that don’t generate an engagement are not billed. Research shows that engagement is correlated with brand lift and offline sales. Ads promoted through Engagements campaigns, aka Promoted Tweets, are like regular Tweets that reach more people. Use them to place your The engagement objective is best content in front of an interested audience at the right time. compatible with all of Twitter’s targeting and ad formats and is Benefits More active posts the preferred buying model for Drive likes, replies, clicks, • Conversational Cards and Retweets among your • Promoted Polls core audience. • Like for Reminders Gain insights Inform your campaign by asking your audience questions. Drive word of mouth Encourage people to share your Tweets. 03

Engagement Objective Playbook - Page 3 Engagement Objective Playbook Page 2 Page 4

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