The information to Twitter app set up commercials and inventive best possible practices

It kind of feels that Twitter has come a ways. Together with turning into successful, they have got labored considerably on their Twitter app set up commercials.

Twitter app set up commercials are nonetheless a ways from being a most sensible cellular consumer acquisition channel for builders, on the other hand in case you’re having a look to diversify (and it kind of feels that is the case for a large number of other folks presently, stirring away a bit of from Fb) there are some in point of fact fascinating sides in Twitter commercials.

statistic id272014 most famous social network sites 2018 by active users
Twitter’s Per 30 days Lively Customers quantity doesn’t evaluate with Fb however remains to be vital


twitter monthly active users
MAU enlargement has bogged down however Twitter remains to be utilized by a large number of customers

On this submit we begin by way of looking at what precisely are Twitter app set up commercials. Extra importantly we provide you with a number of best possible practices and guidelines for working Twitter commercials, coming each from Twitter itself and a number of other consumer acquisition mavens we’ve talked with.

To be had Twitter app set up advert codecs

On Twitter (i.e now not together with the Twitter Target market Platform), app set up commercials show within the consumer’s house feed in what Twitter calls an “App Card” (very similar to Facebook ad creatives and Instagram feed ads).

There are two kinds of app playing cards : symbol app playing cards and video app playing cards.

They stunning a lot show the similar approach with the exception of that the video app card, neatly, has a video.

Twitter Video App Card

One thing fascinating to notice is that versus Fb feed commercials (except customers faucet at the video inventive), the decision to motion on Twitter opens the App Retailer “in-app” (see underneath). Now not a large distinction however a cut up 2nd stored.

Listed here are the specifications for the picture and for the video:

  • Photographs
    • Tweet replica: 256 characters are to be had (24 characters are used for photographs).
    • Symbol dimension: 800 x 800 pixels (max 3mb) for 1:1 side ratio. 800 x 418 pixels (max 3mb) for 1.91:1 side ratio
    • Document varieties: PNG and JPEG are beneficial. We don’t settle for BMP or TIFF recordsdata. Observe that GIFs uploaded will render as a static symbol.
    • Identify/worth: Pulled from app retailer.
    • Name to motion choices: Set up (default if app isn’t put in), Open (default if app is put in), Play, Store, Ebook, Attach, and Order.
  • Video
    • Tweet replica: Media Studio lets in the entire 280 characters when tweeting, whilst Commercials Supervisor lets in for 256 characters. (24 characters are used for photographs).
    • Video ratio: 16×nine and 1×1.
    • Identify: Truncated at 70 characters.
    • Description: Truncated at 200 characters.
    • Document dimension: 1GB Max
    • Document varieties: MP4 or MOV.
    • Max time: 2 mins and 20 seconds. (Make a selection advertisers are eligible to request an build up as much as 10 mins)
    • Video codec advice: H264, Baseline, Major, or Top profile with a Four:2:zero colour area.
    • Body price advice: 29.97FPS or 30FPS. Upper is appropriate. If the to be had video has a decrease body price don’t attempt to “upsample” it.
    • Video bitrate advice: 6,000 – 10,000okay (beneficial 6,000okay) for 1080p. five,000okay – eight,000okay (beneficial five,000okay) for 720p).
    • Audio codec advice: AAC LC (low complexity).

After all we’re biased and just like the video layout higher, particularly in a feed that customers scroll beautiful speedy. Unfortunately GIFs don’t paintings for this but, on the other hand they may be able to be used with Twitter Target market Platform.

As of June 2017, 1 / 4 of US entrepreneurs have been working video commercials on Twitter, similar as Instagram.

pasted image 0

Twitter app set up commercials (of their present shape) are more moderen, so adoption isn’t there but.

top channels mobile user acquisition small
Twitter is someplace in that “Different Paid Installs Community”

Twitter is all about what’s taking place presently, greater than another advert community in the market.

Other folks observe others as a result of they would like real-time bits of knowledge and fast interactions assist information (of a wide variety) unfold speedy.

One thing necessary to invite your self is due to this fact if and the way your app or emblem can have the benefit of those contextual and “real-time” side. And the way you’ll leverage them, with the suitable creatives, to obtain certified customers.

After all you additionally wish to perceive in case your viewers if on Twitter initially. And it will now not at all times be the case.

twitter age repartition
Proportion of U.S. adults who use Twitter as of January 2018, by way of age crew

To get a greater figuring out of this, check out your app’s viewers (or ideally suited viewers) and:

  • Head directly to Statista and seek for Twitter connected stats which can be related for your vertical.
  • Test in case your viewers’s favourite manufacturers and influences have a prime following on Twitter.

As an example many twitter customers are in school (28% of Americans with a college degree use Twitter), are prone to have above-average revenue (30% of Americans who earn $75k or more use Twitter) and reside within the town. Extra stats here.

Form of apps that use twitter app set up commercials

Beneath are some form of apps that we see having probably the most doable with Twitter app set up campaigns, and an instance for every

Information app

Whether or not it’s “common” information apps or apps inquisitive about particular subjects (sports activities, politic, tech, and so on.), Twitter is a smart position to check out for app set up campaigns.

Why? 74% of Twitter customers say they use the community to get their information!

Here’s an instance with the news discovery app SmartNews.

Application and productiveness apps

A large number of Twitter customers are tech-savvy and obtain a large number of apps. And to those customers, application and productiveness apps (electronic mail, file control, password control, scanners, and so on.) that make their existence more straightforward are incessantly value a check out.

Here’s an instance with Dashlane.

Finance apps

What do higher-income customers (see stats above) want with regards to cellular apps? Apps to regulate their cash or make investments. So a large number of finance apps (buying and selling, banks, investments, virtual wallets) put it up for sale with Twitter app Installs.

Here’s an instance with Varo.

Instructional apps

If this is the case many customers need to find out about what’s taking place on the planet, chances are high that a large number of them also are excited about finding out new issues. Instructional apps (language apps, audiobooks, and so on.) due to this fact have a card to play with Twitter App Installs as neatly.

Here’s an instance with Blinkist.

Twitter App Card Blinkist

Match-related apps

What’s nice for event-related apps (price tag reserving for sports activities, live shows or theater) is that it makes it simple to seek out easy methods to goal their viewers whether or not it’s by way of passion or location.

For last-minute price tag apps, they may be able to additionally leverage reductions.

Here’s an instance with Gametime.

Informal video games

Relative to different advert networks, we don’t see that many sport app set up commercials on Twitter.

Then again it kind of feels that a number of informal video games do put it up for sale there. We reached out to the Twitter app workforce concerning the verticals the place builders leverage Twitter app installs probably the most and so they showed that the informal gaming vertical is powerful.

Here’s an instance with Luminosity.

In case your app doesn’t fall in any of those classes it doesn’t imply that you just shouldn’t have a better glance, however this will give you a sign.

Figuring out twitter app set up commercials and best possible practices

Optimization choices

Listed here are your optimization choices for Twitter app set up commercials, and the way you get charged:

  • App installs: your commercials are served to customers prone to set up your app, inside of your focused on. You might be solely charged when a consumer installs your app
  • App clicks: your commercials are served to customers prone to click on to your app, inside of your focused on. You might be charged when a consumer clicks into the app retailer or at once into the app.

Given the title of the thing, you’ve almost certainly guessed that we suggest optimizing for app installs and it kind of feels that’s what maximum advertisers do.

Conversion monitoring, attribution window and app occasions

Being restricted to those two kinds of optimization implies that with twitter app set up campaigns solely, you can not optimize for post-install event like you can do with Universal App Campaigns or Facebook with App Event Optimization.

However like for app set up advert campaigns on different platforms or networks, the objective isn’t just to get installs however extra importantly to get engaged customers that stay the use of the app (and buy, subscribe, and so on.).

And that’s why you need to paintings together with your attribution spouse (like Regulate, Appsflyer, TUNE, and so on.) to arrange monitoring so you’ll evaluate efficiency past simply the consumer acquisition.

As a part of this you want to outline an attribution window for Twitter commercials (time period wherein an set up will also be credited to Twitter) within the Twitter dashboard. The default is 30 day post-click, 1 day post-view.

Twitter attribution window
2 kinds of conversions for Twitter attribution home windows (supply: twitter)


In spite of everything you need to outline the in-app occasions that you just’ll be monitoring. Those occasions post-install  generally is a signal as much as your provider, a seek, including to a cart, a purchase order (wherein case you’ll additionally ship the transaction worth), a degree finished, and so on.

Don’t observe too many occasions, and ensure there are sufficient conversions for every. As an example for Common App Campaigns about 50 conversions/day are beneficial. If you happen to’re now not but doing this for different networks, get started with in-app occasions that aren’t too deep within the funnel then move deeper as you get a greater figuring out of the consumer adventure (and extra conversions).

Growing adapted audiences

No large surprises right here. With adapted audiences you’ll do such things as:

  • Exclude customers who have already got your app put in;
  • Run lookalike-campaigns in line with customers that experience already put in your app;
  • Do retargeting by way of achieving subsegments of your present customers (in line with their engagement together with your app) to get them to take particular movements on your app.

To do that, you add your checklist of customers (IDFAS and/or Android promoting IDS) to Twitter and Twitter then fits with IDs in their customers.

Concentrated on for app set up commercials on Twitter

There are a couple of focused on choices to succeed in the suitable Twitter customers, and on the proper time (given how contextual/real-time Twitter is).

Twitter app install ads targeting options
Twitter focused on choices (supply: twitter)

Chatting with other consumer acquisition mavens about their insights on Twitter app set up commercials, it kind of feels that the use of handles (“customers that observe X”) has been top-of-the-line.

Cracking the code of key phrase (hashtag) focused on seems to be tougher require extra repairs given its extremely contextual and real-time nature: it’s about leaping in on what’s trending presently.

“But even so care for focused on and hashtag focused on, we’ve additionally centered customers that experience put in apps within the information class and total this focused on has labored neatly.”
– Fabien-Pierre Nicolas, Head of Advertising US @SmartNews

Wish to see some real-life examples and case research of the use of focused on choices? Head directly to the case studies section.

Beneath also are a couple of phrases from the Twitter workforce on focused on.

Basically, focused on related occasion handles is a best possible observe.

On a broader degree, our focused on suggestions range relying at the goals of the set up marketing campaign:

  • If the objective is to power conversions from new customers, we propose focused on new customers by means of care for, key phrases, lookalike, and so on. focused on and except for Adapted Audiences of current installs.
  • If the objective is to power conversions from current customers, we propose focused on current customers by way of focused on Adapted Audiences of current installs
  • If the objective is to power conversions from each new and current customers, we propose working a mix of campaigns the use of the techniques indexed right here above

That can assist you out find the suitable handles (whether or not they’re occasion handles or now not), Twitter can recommend an inventory (so ask!).

As you upload focused on choices to slim down the viewers, the software supplies viewers estimates.

Bidding for Twitter commercials

We noticed that you’re charged both by way of App Clicks or App Installs. And you’ll both optimize for app clicks or installs, providing you with the next bidding choices.

Twitter app install ads bidding
To find the stability between scale and price potency

If you happen to’re beginning out, Twitter recommends to check all Three bid varieties. Do remember the fact that bidding with CPI must be probably the most value environment friendly and likewise will give you the chance to experiment with viewers, focused on or even advert creatives with minimum dangers (because you pay just for precise installs).

If it’s scale you’re after or in case you see a possibility that may’t be overlooked (occasion/information taking place carefully connected for your app) then testing the opposite bidding choices appear to make sense too. Here is a case find out about concerning the Contact of Fashionable marketing campaign the place they paid in keeping with app clicks.

When beginning a marketing campaign, give Three-Four days to Twitter’s prediction style prior to transferring budgets from campaigns that don’t carry out neatly for your best possible appearing campaigns.

Twitter additionally says you must be expecting your CPI to constantly move down because the campaigns stay going (and latent conversions or taking place) and that a number of weeks (preferably a month however no less than 2-Three weeks) are essential prior to seeing optimum efficiency.

Twitter viewers platform

If you are feeling you’ll’t scale sufficient your Twitter app set up commercials, you’ll additionally get started promoting via Twitter Target market Platform.

In a similar way to AdMob for Common App Campaigns or Fb Target market Community, this will likely show your commercials inside of different apps or web sites (by means of MoPub necessarily).

There are a mess of latest codecs and inventive specs which can be then to be had, and checking out all of them will prolong your achieve.

Twitter audience platform app installs
Twitter mentions that GIFs appear to accomplish neatly on Twitter viewers platform


Twitter advert creatives best possible practices for app set up campaigns

Upper bids required for video

As for many platforms, it’s most probably that obtaining impressions for video commercials would require increased bids than symbol commercials. The upside in fact is with the ability to higher grasp audience’ consideration and higher exhibit your app’s worth with a purpose to enhance engagement submit set up.

Very best practices in your creatives

Three to five audience-based creatives in keeping with marketing campaign

Twitter suggests of their documentation to have no less than Three to five creatives in keeping with marketing campaign and to customise them in line with the other audiences you goal which every marketing campaign: new customers, current customers (use deep hyperlinks to carry them at once to the suitable position on your app) but in addition the other focused on choices used.

Then again the caveat is that you gained’t get efficiency experiences in keeping with inventive, so chances are you’ll make a decision to run extra campaigns, with much less creatives (or simply 1 inventive) as discussed within the “Ingenious Optimization” segment underneath.

Here’s what Twitter shared with us relating to the use of symbol creatives and video creatives:

  • If the KPI is clicks – use Symbol impressions solely;
  • If the KPI is conversions – use Symbol & Video;
  • If the KPI is installs – Use Symbol & Video.

Clutch customers’ consideration

Make your symbol or video stand out by way of the use of colourful colours.

App playing cards are rather small (smaller than within the Fb feed for instance), so “assume for cellular” is much more necessary right here than on another platform. This implies you don’t need too many components or an excessive amount of textual content in there.

And in addition not to overlook your tweet replica.

Twitter app install ads tweet copy best practices
Very best practices for the tweet replica (supply: Twitter)

Display your app

Your Twitter advert inventive doesn’t wish to display solely that, however you must display your precise app and its consumer enjoy. It makes it transparent what you’re promoting for and educates customers concerning the worth of your app, making the transition to in reality the use of it smoother.

Display your emblem early

Be sure that other folks get a just right figuring out of what your emblem inside of your Twitter advert inventive (whether or not video or symbol). Preferably that is completed “organically”, whilst appearing your product.

Optimize for pontificate

That is one thing that we’ve already stated for Fb feed commercials or Instagram feed commercials, and it’s additionally true for Twitter.

We don’t find out about you, however we don’t in point of fact have the sound on when scrolling our Twitter feed both. So remember to leverage replica and/or upload subtitles.

Unusually, a large number of Twitter commercials don’t do that neatly.

Experiment with ratios

We generally tend to counsel vertical 2:Three or sq. 1:1 ratios for Fb, and at least square ratios for Instagram ads.

Twitter app card ratios small
Panorama vs. sq. advert inventive on Twitter

The reasoning is “taller” ratio takes extra display screen genuine property and is due to this fact extra visual. Maximum case research display an build up in CTR and CVR with taller ratios.

However on Fb and Instagram, individuals are very used to seeing sq. creatives.

Fan the flames of your Twitter feed on cellular and also you’ll almost certainly see extra panorama orientations. As an example there are a large number of articles shared on Twitter, and thumbnails show in panorama.

Then again we discussed that Twitter App Playing cards make the visible section smaller than on different platform. A sq. ratio lets you zoom-in extra to your app, if it’s portrait. And leaves extra space generally to make replica larger.

The use of a “taller” ratio like sq. must now not be one thing you think, you need to check it.

Keep away from advert fatigue: refresh your creatives

Like on different platforms, you need to replace and introduce new symbol and video creatives incessantly.

This steer clear of the “advert fatigue” syndrome and is helping take care of a top quality ranking in auctions. Twitter’s prediction style does take Click on-Thru-Fee (CTR) into consideration to make a decision which commercials to show, so even though you bid for CPI you want to ensure your app set up commercials keep related with a purpose to get some quantity.

Twitter refresh creatives

It additionally forces you to discover new ideas that would possibly carry out even higher than what you presently have, and establish the kinds of creatives you must double down on.

Your skill to refresh your Twitter advert creatives in fact is determined by your sources, however Twitter recommends to refresh them each and every two weeks.

Assume seasonally

That is any other Twitter tip: leverage seasonality every time imaginable on your creatives. Assume back-to-school, halloween, Christmas, Valentine’s day, and so on.

Ingenious optimization

There may be no particular characteristic to A/B take a look at advert creatives for Twitter app set up campaigns.

And the advert experiences for every marketing campaign do not need a breakdown into efficiency on the inventive degree.

So twitter advises to run symbol/video one at a time to observe efficiency and optimize more potent appearing inventive accordingly.

Because of this you do extra “granular” campaigns with just one inventive in keeping with marketing campaign.

Video metrics

Versus Fb with engagement metrics (3s view, 10s view, 25%/50%/75% view price) and UAC with YouTube analytics, Twitter does now not supply any video engagement metrics.

“We generally tend to do inventive checking out on Fb and Google UAC, then use the most productive performers in time period of eCVR (CTR x CVR) to our Twitter campaigns”
– Fabien-Pierre Nicolas, Head of Advertising US @SmartNews

Twitter app set up commercials case research and examples


You’ve observed a few insights from Fabien-Pierre at SmartNews alongside this submit, and right here is a little more data particular to what they’ve completed with Twitter App Set up commercials campaigns.

SmartNews is a customized information discovery app that makes use of AI to curate the suitable articles to turn you from 250+ primary information publishers.

SmartNews objective used to be to extend app installs, in addition to engagement.

To achieve the suitable other folks with their Twitter commercials, they:

  • Centered put in app classes;
  • Used care for focused on with usernames they believed had an affinity to their app (information, finance, media retailers and personalities, and so on.);

To optimize their Twitter Commercials, they waited a couple of days after the release of every campaigns and used early CPI and engagement information (via their attribution spouse) to optimize the bids and budgets.

For his or her Twitter advert creatives, they logically used a few of their most sensible appearing creatives on different channels like Fb (the place they do maximum in their creative testing). Beneath is one among them.

Twitter app install ads case studies Smartnews results

Versus Fb on the other hand, it kind of feels tougher to get as many impressions for movies. While for Fb app set up commercials video represents 80/85% of impressions, on Twitter it used to be just about 20% solely.


To spice up purchases within the app for particular displays, TodayTix (a last-minute theater tickets app) blended:

  • Vast passion focused on – to seek out theater fanatics;
  • Town-specific passion focused on (native media and appearing arts organizations) – as a result of every display marketed is solely in a single particular position;
  • Handles focused on (native playhouses, theater corporations and Broadway actors) – if any person follows a theater corporate or a Broadway actor, chances are high that they prefer theater.

Then they created a way of urgency by way of working mobile-only lotteries for same-day tickets, due to this fact developing some further buzz.

App installs case study Twitter TodayTix

App installs case study TodayTix results

It’s now not discussed within the case find out about, however there are robust probabilities that TodayTix additionally did some retargeting: appearing commercials for a related display to any person that already has the app (and/or already booked via it) turns out like an effective way to put it up for sale.

Learn extra here.


GILT used Twitter App Engagement campaigns customers that had already downloaded the app, blended with some restricted time provides and footage of goods available to buy in-app.

For some campaigns in addition they centered solely iOS units.

App installs case study Twitter GILT

App installs case study GILT results

Learn extra here.


Tiendeo is buying groceries Spanish app with presence in additional than 30 international locations that connects shops and shoppers searching for buying groceries offers.

They have been having a look to get extra app installs for his or her app, and determined to focus on customers in Colombia, Denmark, France, Italy, Norway and Spain.

For his or her focused on, they:

  • Used care for (username) focused on to succeed in people who have been following their competition on Twitter in addition to people who have been following the shops they have been running with (or an identical shops) – in case you observe Bose, you’re in all probability excited about their merchandise;
  • Geotargeting so the tweets could be related to the viewers seeing them (language and gives).

For his or her advert creatives, they proven photographs of the app (perhaps a bit of crowded in our opinion, the goods must be installed a greater mild, whilst nonetheless appearing the app) and a choice to motion to obtain it within the advert replica.

Twitter ads case study Tiendeo

Twitter ads case study Tiendeo

Learn extra here.


Twitter doesn’t have the similar enlargement as different social media platforms, but it surely’s been round for some time and it feels love it’s coming again more potent.

To make a decision in case you must give Twitter a check out in your app set up campaigns:

  • Test a couple of standards to look in case your viewers is there;
  • In case your app is a part of a class that advertises so much on Twitter, this could also be a robust sign;
  • Take into consideration how you’ll leverage their focused on choices and the contextual and real-time side of twitter to make your campaigns extra related;
  • Use a number of other advert creatives that observe best possible practices and optimize them in your audiences;
  • Optimize your campaigns by way of refreshing creatives and ruling out dangerous performers.

Do you have got enjoy with Twitter app set up campaigns? Proportion it within the feedback!

Sylvain Gauchet

Hello there, I am Sylvain and I am probably the most co-founders of Apptamin. Apptamin is an artistic company specialised in app movies (video commercials, app retailer movies, and so on.) the place we discover attractive tactics to offer cellular apps and video games so our purchasers can both build up their conversion charges or enhance their consumer acquisition.

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Taken From The Apptamin Cell App Advertising Weblog – Apptamin, Sylvain Gauchet , 2018-07-10 12:48:11

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