Twitter Launches Updates 'Agency Playbook' to Guide Marketers on Tweet Ads Best Practices

Twitter has released an updated version of its Agency Playbook, which includes new use insights, amended ad specs, case studies, examples, and more, and provides a complete overview of how to develop effective Twitter ad campaigns. The initial version of Twitter's Agency Playbook was released in 2019, and this current version incorporates the most recent Twitter features and metrics to provide even more insight into changing user habits.

The 41-page playbook (including email sign-up) may be downloaded here, but we'll look at some of the main aspects of this piece.


First and foremost, Twitter delivers a wealth of information about how users are presently using the platform and what they want from marketers within the app. Overall, ad engagements are increasing, according to Twitter, and younger people are increasingly using Twitter to communicate about important problems. This opens up more possibilities, especially because Twitter reports that 79% of its users follow brand profiles, emphasizing the potential for connection and exposure.



Based on these usage statistics, the guide offers some critical recommended practices, including key points for writing compelling tweets. Take note of the hashtag advice: throughout the last year, Twitter has deliberately advised brands to avoid using hashtags excessively, even urging that they don't use them at all in many circumstances. Experimentation will provide more information on this topic.


Brands should include relevant CTAs in their content and maintain a consistent tone and voice, according to Twitter, while maintaining a posting cadence will also help to increase your on-platform presence. For a good start, they recommend 2-3 Tweets per day for organic articles and 3-5 Tweets per week for paid initiatives. So, while you don't have to go crazy with the tweets, keeping a consistent schedule of updates is another important part of growing your audience.


The Playbook also contains step-by-step instructions for putting together your Twitter campaigns, as well as overviews of each outreach piece. There is also a slew of tips on how to get the most of your tweet advertisements, which are required reading for anyone hoping to get the most out of their efforts.



There are additional case studies and examples in the Playbook, as well as practice templates and a tweet, prompting a calendar for planning. There's a lot crammed into these 41 pages, so if you're serious about Twitter marketing, you should download the guide and read through the notes. Even if you think you know everything there is to know about good Twitter methods, there are a few hints and specifics that will help you come up with new ideas for your approach.

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