Best Practices

Here are some recommended best practices to help guide you through your content creation. 

• Lead with what you want users to do in the CTA Tweet copy, e.g. “❤ this Tweet to…” or “Like this Tweet to…”
• Specificity always outperforms ambiguity. Be prescriptive. Be concise.
• Include an eye-catching image, GIF or video in the CTA Tweet.
• Emojis have stopping power! Use “❤" instead of “Like” if it’s right for the brand. Avoid using “Favorite” as this is deprecated terminology that newer users won’t understand.
• Video has stopping power, but sometimes image or GIF CTAs drive more opt-ins. 
• For scheduled notification campaigns:
  • Reiterate the scheduled notification timing in the instant opt-in notification Tweet to drive recall of key dates and reinforce user expectations.
  • Scheduled notification Tweets are sent one at a time; the amount of time it will take to send all of the scheduled notification Tweets will vary between minutes and hours and depends on how many users you’re Tweeting at and what rate limits are in place (the default is 2 Tweets per second). Carefully consider how the reminder copy will read in all of your opted-in users’ contexts.