Ad creative & copy Creative best practices Ad creative is the #1 factor in driving sales. In fact, according to Nielsen, 47% of sales can be attributed to creative alone. After reviewing thousands of campaigns, we’ve put together a list of ways you can drive the best return for ads. Keep in mind, people also read text on Twitter (more so than other platforms) so it’s important to think through your copy and CTAs as well. Keep it short Grab attention Persistent Aim to keep videos at 15 quickly branding seconds or less to Use movement and show Video ads with clear logo maximize branding impact. talent in the first few placement drive 36% 15 second video ads tend seconds of your video. higher brand recall. Clear to see 3x higher Keep in mind that the branding should be completion rates over 30 video can be skipped after included within the first 3 second ads. 6 seconds.r 6 seconds. seconds of the ad, but preferably stay on-screen the whole time Strong visuals Captions + sound Short Copy 97% of people focus on off 90% of people read copy visuals on Twitter, so Include captions or text- on Twitter. The sweet spot make sure it’s eye- overlay so that your message are Tweets with 50-100 catching and features comes through without characters. your product or key sound. Closed captions and message. text overlays create 28% longer view times on Twitter and Average ROI is 1.8x higher for videos that don’t require sound to be understood. Source: Nielsen Catalina Solutions, 5 Keys to Advertising Effectiveness, Oct 2017 13