Twitter Agency Playbook: Twitter Playbook for Marketers, Ad Agencies and Social Media Managers


Twitter recently released its Agency Playbook and they called it an essential guide to the platform for ad agencies, marketers and social media and community managers. Twitter announced its Agency Playbook in a blog post which was written by content marketing coordinator Michelle Lee. She acknowledged how hard digital advertising can be.  She talked about how it can be overwhelming and challenging to stay on top of the game especially when managing campaigns for multiple clients. This Twitter Agency Playbook was created to help ease the stress for marketers, ad agencies and social media managers when dealing with their platform. They are doing this by giving a clear picture of the platform and giving out advice about the platform.

About Twitter Agency Playbook

According to the platform, the playbook will help with the management of client expectations. It stresses that success on Twitter is not limited to adding followers and it details the metrics and targeting options that are available. Twitter Agency Playbook also preaches patience.  The playbook also details best practices for brand Twitter accounts. Such practices include ensuring that all appropriate information is included, maintaining visual consistency and choosing the best-pinned tweet.

The Twitter Agency Playbook also suggested creating a Twitter Ads account weeks in advance of beginning to run ads on the platform. They also suggested emailing for more elaborate tasks, such as setting up multi-user logins and insertion orders. It details the best use of every component in a tweet. This includes video, images, text length, emojis, hashtags, brand voice, timeliness, sense of urgency and calls to action.  The playbook states that when advertisers can’t nail the right format or tone, they’re losing valuable engagement and ROI.

More Details about the Twitter Agency Playbook

The playbook also provides details on the types of campaigns offered by the platform. These campaigns include campaigns for optimizing for followers, website clicks or conversions, application installs, app re-engagement, tweet engagement and video views. The playbook also takes a thorough look at specifications for tweets, media and various ad formats and cards, as well as a chapter devoted to statistics and data points aimed at helping people pitch Twitter to their clients.

The playbook also breaks down targeting options, with tips on using the social network to reach audiences by demographics, keywords, interests, events, conversation and engagement with previous tweets, as well as tailored audiences and conversion tracking. There’s also a complete view of analytics follows, including guides to Twitter’s tweet activity dashboard, audience insights dashboard, account home page and campaign dashboard.

The Twitter Playbook wraps up with several pro tips and success stories from Twitter’s global business team, brands and agencies.


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