Video creative best practices Creative best practices After reviewing thousands of campaigns, we’ve put together a list of ways you can drive the best return for your 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 branding Aim to keep videos at 15 quickly Video ads with clear logo seconds or less to Use movement and show placement drive 36% higher maximize branding impact. talent in the first few brand recall. Clear branding 15 second video ads tend seconds of your video. should be included within to see 3x higher Keep in mind that the the first 3 seconds of the completion rates over 30 video can be skipped ad, but preferably stay on- second ads. after 6 seconds. 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 make Include captions or text- on Twitter. The sweet spot sure it’s eye-catching and overlay so that your are Tweets with 50-100 features your product or message comes through characters. key message. without sound. Closed captions and 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. 13