Understanding how Twitter Ad Specs work is an important piece of your inbound marketing puzzle. This guide summarizes how Twitter ad specs work for video ads, image ads, and other boosted Tweets. Later, we dive deeper into using the Twitter account manager to monitor video ads, moment ads, branded notifications, and more!
What are Twitter Ad Specifications?
Twitter Ad Specs are the specific elements that make up an ad on Twitter, and Twitter Ad Creative manages them.
The Ad Creative team assigns and updates Twitter’s ad specs, including image dimensions, targeting options, and language restrictions.
What’s Included in Twitter Ads Specs for 2022:
Twitter is planning to increase the ad load on its platform by 50%. It will also change its ad format, targeting, and measurement.
The aim is to ensure that Twitter Ads are more relevant and engaging for both users and advertisers.
This year’s Twitter ad specifications include an increased number of characters in your tweet editor. They also target potential customers based on interests, demographics, and behaviors. You can also use retargeting to display ads to people who have visited your website in the past and target people based on their location and device.
The current ad specifications expanded the character count to 280 characters.
Ad specifications apply to each type of Twitter ad.
For example, Twitter video ad specs will differ from Twitter image ad specs. Twitter image specs state ads should be only 1280 pixels wide by 280 pixels high.
Twitter Ad Specs – 2022
- Display ads: 280×600 pixels
- Video ads: 240×60 pixels
- Display and video retargeting: Yes
- Carousel Ads: Up to four columns
Twitter Video Ad Specifications – 2022
Twitter will allow brands to publish up to three 30-second video ads on their platform. Video marketers must tweet all videos using the #VideoAds hashtag and include a link to the brand’s website.
To watch these video ads, users will need to create an account with Twitter and follow the brand’s account.
Following the requirements for video marketing using Twitter, ad specs can generate a large organic following for new brands on the platform.
Twitter Video Aspect Ratio
Twitter’s video aspect ratio includes 480p, 720p, and 1080p.
Twitter Aspect Ratio
Twitter’s aspect ratio is 16:9.
Twitter Video Bitrate
The video bitrate on Twitter is 336 KBPS
Twitter jpeg Aspect Ratio
Twitter’s jpeg aspect ratio is 16:9
How to Create Twitter Ad Campaigns
Twitter ads are a great way to reach out to potential customers on the platform. To create an ad campaign, head to Twitter and sign in to your account. Then click on “Create an Ad” in the top left corner of the screen. From here, you’ll need to enter some basic information about your company:
- Company Name: This is something you’ll need to refer to when creating your ad campaigns. Users or followers don’t have to see it!
- Location: Target specific countries or regions with ads by selecting this option from the drop-down menu.
Once you’ve selected the demographics and target areas where you want your tweets to appear, decide if you want to run Twitter moment ads, ads with branded notifications, or feature a gif trend hashtag.
Select branded hashtags that identify your brand to users on the platform.
Manage ad specifications, select video length, and upload thumbnail-supported files for image and video tweets using the Twitter ads manager.
Twitter Ads – Campaign Costs
Your budget for Twitter ads is based on impressions, not clicks: you’ll pay more for a higher number of impressions than you will if any click-throughs result from that ad spend.
Twitter Ad Impressions
Twitter ad impressions are the number of times users see a Twitter ad. Marketers who want to reach a larger number of users will pay close attention to ad impressions that tell them how many times users have viewed their tweets.
Twitter Ad Spend
Twitter advertising spend is the amount of money a company spends on advertisements on Twitter. New advertisers on the platform will need to decide how much they must spend and apply this to their total ad group budget.
Ad Group Budget
The total ad group budget required for promoting a text tweet, a promoted tweet, or a video app card may all be different. Manage your Twitter ad spend for all ad types, including those with an embedded mp4 or MOV file in ads manager.
Twitter Ads – Campaign Costs
Twitter Ads campaigns typically run between $1.00 to $5.00 per click.
Promoted Ads on Twitter
Promoted tweets are advertisements that Twitter shows to a certain user based on their interests.
Self-Serve Advertisers on Twitter
Self-serve advertisers are those who advertise their products or services on Twitter.
Twitter Ad Groups
Twitter ad groups are sets of ads that share a common theme or topic.
Twitter Video Ads
Twitter video ads are short, typically two to four-minute videos you can add to your Twitter account. They promote a product or service on social media, and marketers can embed them in tweets. Using video carousel ads, you also promote Twitter ads as standalone videos or compilation styles.
Video tweets are a new way to share short video clips on Twitter. You can record a quick video and post it as an instant tweet. It’s just like posting a photo, but you can also include links to longer videos or websites in your tweets. Important factors to remember: 1. aspect ratio, 2. video length.
A promoted tweet is a tweet that Twitter has boosted. This means they selected the Tweet as an ideal candidate for promotional purposes. Twitter enhances promoted Tweets that feature many retweets, likes, and comments from other users by promoting them to other users to expand the Tweet’s reach even further.
How to Use Promoted Tweets
- Select the Twitter handle you want to promote: if it’s a company, use its official Twitter handle.
- Click on the “Promoted tweets” option at the top of their Twitter page.
- You can also find promoted tweets by clicking on the three lines in your follower list.
- Select the specific Tweets you’d like to promote.
Promoted Video Tweets
Video lengths for promoted tweets vary, but typically they will be around three to five minutes.
How to Monitor Promoted Tweets
There are a few ways to monitor Twitter’s promoted tweets. One way is to use a third-party tool such as Hootsuite or TweetDeck. Another way is to check for promoted tweets every day, or even hourly, depending on the level of promotion used.
Twitter Promoted Accounts
Promoted tweets and promoted “accounts” are not the same. Twitter promoted accounts are accounts recommended to other users by Twitter because they have been engaged with or promoted by the account owner.
How to use Twitter Promoted Accounts
1. Go to Twitter.com and create an account if you haven’t already.
2. Log in to your new Twitter account.
3. Under “Tweets”, click on “Promoted tweets”.
Twitter Carousel Ads: Showcase Multiple Products on Twitter
Twitter carousel ads are a type of advertisement that shows multiple tweets from the same account in succession. Carousel ads work by taking advantage of the Twitter user’s current location.
When a user clicks on one of the carousel ad tiles, they’ll go to a page that displays relevant tweets from users in their vicinity.
How to Use Twitter Carousel Ads
Once you’re on the Twitter ad campaign page, you can configure your carousel ad campaign settings.
You’ll need to provide an image or logo for each slide in your carousel, the duration of each slide (in seconds), and how often you want tweets from that slide to appear.
You can also specify which keywords you would like to target with ads.
Multi-image Ads on Twitter
Twitter Ads allow you to create multi-image ads that display different images and videos as part of a single ad.
Multi-image ads can be great for promoting your brand’s diverse range of products or services and offer an interesting way to engage with customers on Twitter.
Twitter Advertising Basics
Twitter advertising uses paid marketing features to reach out to potential customers and promote your product, brand, or service. You can target people based on their interests and location and bid on keywords to generate more clicks from people who are likely interested in what you offer.
Using the right advertising strategy on Twitter can lead to more followers, clicks, and app downloads when users view Tweets and expand images.
Twitter Character Count = 280 Characters
One of the most important things to know about advertising on Twitter is that all tweets have to fit into 280 characters. Tweet copy longer than 280 characters is not eligible for posting on the Twitter audience platform. This rule applies to text tweets, image tweets, and tweets that contain video files.
How Can I Advertise My Business on Twitter?
First, you will need to create a Twitter account. After creating your account, follow the steps below to advertise your business on Twitter.
The handle is simply @username with the company name appended (e.g.,@businessname).
New advertisers should choose a Twitter handle that represents the name of their business.
Eligible advertisers on Twitter can create a Twitter ad campaign or other types of Twitter ads that include the following.
Image Tweets are a quick and easy way to share photos and videos with your followers on Twitter. Select a photo or video, add a caption, and hit the “Tweet” button. Your followers will immediately see the tweet and click on it to view the full-sized version.
Text Tweets are 280 characters long tweets meant for quick and informal communication with friends and followers. Use hashtags in text tweets to help people find and follow the content you share.
Video Tweets are short, video-based tweets taken from a live broadcast or a recorded video. Advertisers post video tweets on Twitter with the video’s title, date, and time as the header. Used the recommended video length for video tweets to advertise a live event, promote a new video, or show people what you’re up to.
Format your marketing videos to Twitter’s aspect ratio to meet the required video length when promoting or sharing video tweets.
Create a Twitter Account
To get started, create a custom Twitter profile for your business that includes a catchy logo and description of what you do.
Include the following information in your profile:
- The name of your business
- Your website address or social media pages, where customers can find more information
- Your phone number or email address to contact you directly if needed
- Then target relevant keywords to attract your audience.
Incorporate your business name, logo, and color scheme into your new Twitter profile.
Your new Twitter handle should be a word or phrase that is easily identifiable that represents your products, services, or brand.
How Much Do Twitter Ads Cost?
The cost of advertising products and services on Twitter is variable according to the needs of each marketer, and there is no fixed price for Twitter Ads.
Twitter ad prices depend on the number of impressions and clicks your ad receives.
A general guideline is to average spend around $0.50 – $1 per click.
Target users based on interests and demographics, bid on keywords important to your business, and use branded notifications.
Regardless of the cost, the ad specifications and character count for all Twitter ads still apply. Twitter limits video, image, and other types of tweets to 280 characters. Tweets that contain over 280 characters will not send. They will be automatically deleted or saved to drafts in the Tweet editor.
If you’re having an issue getting your Tweets to send, check your drafts and try reducing the character count by 23.
Reducing the character count by 23 characters is a quick and easy way to figure out if your tweet has exceeded the character count for many types of Twitter ads.
Who Can Advertise on Twitter?
Not all Twitter accounts are eligible to advertise on the Twitter audience platform. Twitter accounts have to meet eligibility requirements to advertise on the platform. Eligible accounts can promote their products and services using video ads and image ads to boost their social followings and generate brand awareness on Twitter.
Businesses with a global audience can advertise on the platform. Twitter will verify the eligibility of business accounts before they are eligible to advertise. It’s important to note you can only enlarge your reach by advertising on Twitter once you have over 500 followers.
You need to have an active Twitter account and make at least one daily tweet for your ad campaign to run.
If your Twitter account is inactive, suspended, or deleted, your Twitter ad campaigns won’t run.
Twitter Ad Policy Basics
Once you’ve set up your Twitter account, the next step is to follow relevant accounts and then review Twitter ad policy basics.
Twitter Ad Policy Compliance
Accounts eligible to use Twitter marketing features and Twitter Ads must comply with Twitter’s Ad Policy.
No Private Accounts Allowed
Potential advertisers must be sure they set their Twitter accounts up to send public tweets to be eligible for Twitter Ad Services.
Active Twitter Account Required
Deactivated Twitter accounts are ineligible for using Twitter marketing and Twitter Ads. This policy also applies to suspended Twitter accounts.
Why Small Businesses Use Twitter for Advertising
Small businesses may use Twitter advertising because it is an affordable and efficient way to reach a large audience. Twitter offers businesses the ability to create engaging content they can share with millions of active users on Twitter’s global platform.
Twitter marketers can convey important messages about their brand’s products and services using mp4 or MOV videos, images, and strategically written tweet copy that appears within the body of a tweet.
How to Engage with your Twitter Audience
Twitter conversation buttons are a way for you to keep track of conversations that are happening on Twitter. You can click the button to see all the recent tweets from people in that conversation, or you can follow specific users if you want to be notified whenever they tweet about that topic.
How to Use Conversation Buttons on Twitter
1. Open the Twitter app on your phone or computer.
2. Click the “CONVERSATION BUTTONS” icon in the top right corner of your screen.
3. On the “Conversation Buttons” page, select a conversation you want to participate in or follow another user’s conversation.
4. If you’re following a conversation, tap on the blue “[@username]” button next to that person’s name and then enter your reply text (or just hit send). If you’re taking part in a conversation, click on the blue commentary.
How Can I Identify My Target Audience on Twitter?
There is no definitive way to identify your target audience on Twitter. However, a useful approach is to use keywords and phrases that apply to your business. For example, if you operate a restaurant, you might target people who mention #food or #drinks in their tweets.
- Use a tool like “Twitter Analytics”.
- Use the “Twitter followers” feature to get a rough estimate.
- Check out the “Interests” of your followers and see if there are any commonalities.
- Use “Hashtags” to target a specific audience.
Research popular hashtags related to your specialized industry (such as #restaurant trends) and add those to your search engine marketing campaigns.
How to Write Tweets for Engagement
Engage with your Twitter followers through likes, replies, and retweets. Send a tweet or video ad relevant to current events, answer user questions and tweet calls-to-action that encourage followers to take the next steps to learn more about your brand.
Twitter ad copy should be brief, to the point, and engaging. It should also highlight key points relevant to your followers and encourage users to learn more. Use hashtags and other digital media tools to boost engagement with your followers. Include a link directly in your tweet if you have one.
If you’re unsure how to write your tweet copy, pay attention to popular brands you follow on the platform. Note important components of tweet copy, including tagging relevant accounts for reach and hashtags used to alert interested users that your brand has something new to say.
Twitter Analytics shows a 30-day summary of:
- Number of Tweets Sent
- Tweet Impressions
- Profile Visits
Create a Call to Action
Creating a clear call to action in your Tweet copy is easy. Close your tweet by setting clear expectations of what you expect the reader to do next. For example, adding the words “click here to learn more” with a URL embedded in your tweet copy will encourage users further along in their journey.
Use Pre-Populated User Tweets to Create Ads
A pre-populated user tweet is a tweet that the Twitter API has automatically generated. It contains optimized tweet copy and includes the username of a pre-defined account.
To use pre-populated user tweets in a report, open the “Tweets” report and select the desired date range. Select the “Users” tab and find the Twitter users you want to include in your report. Click on their name to view their profile page. Copy all of their tweets into a text file.
Twitter Amplify is a feature on Twitter that lets you amplify the reach of your Tweets by sharing your Twitter content with other users who are interested in what you have to say. When you use Twitter Amplify, your original Tweet appears in a separate column on the right side of the main page and is shared with up to 20 people based on their listed interests.
How to use Twitter Amplify
To use Twitter Amplify, you first need to create an account on the service. Once logged in, head to your Amplify dashboard and sign in with your Twitter credentials. Once signed in, click on the “Create a new amplification” button beneath the “Programs” tab.
Who Should I Follow on Twitter?
- Your Target Audience
Frequently Asked Questions
Q: What are Twitter Banner Ads?
A: Twitter banner ads comprise a small image you can place in the bottom right corner of all your tweets that automatically rotates every 30 minutes.
Q: What is Twitter’s character count?
A: Twitter has a limit of 280 characters per tweet.
Q: What are the specs for Twitter ads?
A: Twitter Ads have several specs, including ad size – max-width: 300px; max-height: 150px
Q: What is the title length on Twitter?
A: Twitter limits title length to 70 characters.
Q: What are Twitter’s File Size Limits?
A: Twitter limits file size to 10MB. This file size limit applies to the platform’s image, video, and text files.
Q: What kind of ad formats does Twitter have?
A: Twitter has two main ad formats: Promoted Tweets and Sponsored Lists. All ad formats must adhere to Twitter’s file size and character limits.
Q: How Can I Verify my Twitter Account?
The best way to verify your Twitter account is by following the steps on the Twitter Verification Request Page.
Q: What is a Static Image on Twitter?
A: A static image is an image that does not change.
Q: What are Twitter Video Clips?
Twitter video clips are short videos you can share on Twitter. You can create a new Twitter clip or add to an existing one.
Q: How to Use mp4 or MOV on Twitter?
To use an mp4 or MOV file on Twitter, you must first download the Media Player app. Once installed, open it and select the file you want to play.
Q: What are Video Carousels on Twitter?
Video carousels are a new Twitter feature that lets you upload multiple videos from a Twitter account in one click.
Q: What is App Destination on Twitter?
A: Twitter users can designate specific apps as their destinations on the Twitter app. This allows them to keep track of app updates without visiting each account.
Q: How to use App Destinations on Twitter?
1. Go to the Twitter App Destinations Page.
2. Select the app you would like to use as your Twitter app destination and follow the instructions on the screen.
Q: What are Branded Notifications?
A: Branded notifications are tailored for a particular brand. Twitter sends them to people who follow the brand and contain information and updates relevant to that brand.
Q: What are Publisher Video Previews?
A: Publisher video previews are short videos showing a preview of an article being tweeted. They are typically around 2 to 3 minutes long.
Q: What is a Video Codec Recommendation?
A: Recommend a codec for a video on Twitter by including the hashtag #videocodec. The Twitter team will scan and recommend the best videos using that codec.
Q: What is a Video App Card?
A video app card is a promoted video on your smartphone through the Twitter app. Promoted videos appear in user timelines for a set duration.