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How to use Twitter app install ads and creative best practices

Plainly Twitter has come a good distance. Together with turning into worthwhile, they’ve labored considerably on their Twitter app set up adverts. Twitter app set up adverts are nonetheless removed from being a high cellular consumer acquisition channel for builders, nevertheless when you’re trying to diversify (and it appears that is the case for lots of people proper now, stirring away a bit from Fb) there are some actually fascinating elements in Twitter adverts.

Twitter’s Month-to-month Energetic Customers quantity doesn’t evaluate with Fb however continues to be vital
MAU progress has slowed down however Twitter continues to be utilized by loads of customers

On this put up we begin by looking at what precisely are Twitter app set up adverts. Extra importantly we offer you a number of greatest practices and ideas for operating Twitter adverts, coming each from Twitter itself and several other consumer acquisition specialists we’ve talked with.


On Twitter (i.e not together with the Twitter Viewers Platform), app set up adverts show within the consumer’s house feed in what Twitter calls an “App Card” (just like Fb advert creatives and Instagram feed adverts).

There are two varieties of app playing cards : picture app playing cards and video app playing cards.

They beautiful a lot show the identical approach besides that the video app card, properly, has a video.

One thing fascinating to notice is that versus Fb feed adverts (except customers faucet on the video inventive), the decision to motion on Twitter opens the App Retailer “in-app” (see under). Not an enormous distinction however a break up second saved.

Listed below are the specs for the picture and for the video:

  • Photos
    • Tweet copy: 256 characters can be found (24 characters are used for pictures).
    • Picture measurement: 800 x 800 pixels (max 3mb) for 1:1 facet ratio. 800 x 418 pixels (max 3mb) for 1.91:1 facet ratio
    • File sorts: PNG and JPEG are beneficial. We don’t settle for BMP or TIFF recordsdata. Be aware that GIFs uploaded will render as a static picture.
    • Title/value: Pulled from app retailer.
    • Name to motion choices: Set up (default if app shouldn’t be put in), Open (default if app is put in), Play, Store, E book, Join, and Order.
  • Video
    • Tweet copy: Media Studio permits the total 280 characters when tweeting, whereas Adverts Supervisor permits for 256 characters. (24 characters are used for pictures).
    • Video ratio: 16×9 and 1×1.
    • Title: Truncated at 70 characters.
    • Description: Truncated at 200 characters.
    • File measurement: 1GB Max
    • File sorts: MP4 or MOV.
    • Max time: 2 minutes and 20 seconds. (Choose advertisers are eligible to request a rise as much as 10 minutes)
    • Video codec suggestion: H264, Baseline, Important, or Excessive profile with a 4:2:0 colour area.
    • Body fee suggestion: 29.97FPS or 30FPS. Larger is suitable. If the obtainable video has a decrease body fee don’t attempt to “upsample” it.
    • Video bitrate suggestion: 6,000 – 10,000k (beneficial 6,000k) for 1080p. 5,000k – 8,000k (beneficial 5,000k) for 720p).
    • Audio codec suggestion: AAC LC (low complexity).

After all we’re biased and just like the video format higher, particularly in a feed that customers scroll fairly quick. Sadly GIFs don’t work for this but, nevertheless they can be utilized with Twitter Viewers Platform.

As of June 2017, 1 / 4 of US entrepreneurs had been operating video adverts on Twitter, identical as Instagram.

Twitter app set up adverts (of their present type) are more moderen, so adoption shouldn’t be there but.

Twitter is someplace in that “Different Paid Installs Community”

Twitter is all about what’s taking place proper now, greater than some other advert community on the market.

Individuals comply with others as a result of they need real-time bits of knowledge and fast interactions assist information (of all types) unfold quick.

One thing essential to ask your self is subsequently if and the way your app or model can profit from these contextual and “real-time” facet. And how one can leverage them, with the best creatives, to amass certified customers.

After all you additionally want to grasp in case your viewers if on Twitter to start with. And it may not at all times be the case.

Proportion of U.S. adults who use Twitter as of January 2018, by age group

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

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

For instance many twitter customers are in faculty (28% of Individuals with a school diploma use Twitter), are prone to have above-average earnings (30% of Individuals who earn $75k or extra use Twitter) and stay within the metropolis. Extra stats right here.


Under are some kind of apps that we see having probably the most potential with Twitter app set up campaigns, and an instance for every

Information app

Whether or not it’s “common” information apps or apps centered on particular matters (sports activities, politic, tech, and many others.), Twitter is a good place to attempt for app set up campaigns.

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

Right here is an instance with the information discovery app SmartNews.

Utility and productiveness apps

A number of Twitter customers are tech-savvy and obtain loads of apps. And to those customers, utility and productiveness apps (e mail, doc administration, password administration, scanners, and many others.) that make their life simpler are sometimes value a attempt.

Right here is an instance with Dashlane.

Finance apps

What do higher-income customers (see stats above) want relating to cellular apps? Apps to handle their cash or make investments. So loads of finance apps (buying and selling, banks, investments, digital wallets) promote with Twitter app Installs.

Right here is an instance with Varo.

Instructional apps

If that’s the case many customers need to learn about what’s taking place on the earth, chances are high loads of them are additionally fascinated about studying new issues. Instructional apps (language apps, audiobooks, and many others.) subsequently have a card to play with Twitter App Installs as properly.

Right here is an instance with Blinkist.

Occasion-related apps

What’s nice for event-related apps (ticket reserving for sports activities, live shows or theater) is that it makes it straightforward to search out the best way to goal their viewers whether or not it’s by curiosity or location.

For last-minute ticket apps, they’ll additionally leverage reductions.

Right here is an instance with Gametime.

Informal video games

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

Nonetheless it appears that evidently a number of informal video games do promote there. We reached out to the Twitter app group concerning the verticals the place builders leverage Twitter app installs probably the most they usually confirmed that the informal gaming vertical is powerful.

Right here is 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 look, however this offers you a sign.


Optimization choices

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

  • App installs: your adverts are served to customers prone to set up your app, inside your focusing on. You’re solely charged when a consumer installs your app
  • App clicks: your adverts are served to customers prone to click on in your app, inside your focusing on. You’re charged when a consumer clicks into the app retailer or instantly into the app.

Given the identify of the article, you’ve in all probability guessed that we advocate optimizing for app installs and it appears that evidently’s what most advertisers do.

Conversion monitoring, attribution window and app occasions

Being restricted to those two varieties of optimization signifies that with twitter app set up campaigns solely, you can’t optimize for post-install occasion like you are able to do with Common App Campaigns or Fb with App Occasion Optimization.

However like for app set up advert campaigns on different platforms or networks, the objective shouldn’t be solely to get installs however extra importantly to get engaged customers that hold utilizing the app (and buy, subscribe, and many others.).

And that’s why you need to work together with your attribution accomplice (like Modify, Appsflyer, TUNE, and many others.) to arrange monitoring so you may evaluate efficiency past simply the consumer acquisition.

As a part of this it’s essential to outline an attribution window for Twitter adverts (time frame by which an set up could be credited to Twitter) within the Twitter dashboard. The default is 30 day post-click, 1 day post-view.

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

Lastly you need to outline the in-app occasions that you just’ll be monitoring. These occasions post-install  is usually a signal as much as your service, a search, including to a cart, a purchase order (by which case it’s also possible to ship the transaction worth), a degree accomplished, and many others.

Don’t observe too many occasions, and ensure there are sufficient conversions for every. For instance for Common App Campaigns about 50 conversions/day are beneficial. When you’re not but doing this for different networks, begin with in-app occasions that aren’t too deep within the funnel then go deeper as you get a greater understanding of the consumer journey (and extra conversions).

Creating tailor-made audiences

No large surprises right here. With tailor-made audiences you are able to do issues like:

  • Exclude customers who have already got your app put in;
  • Run lookalike-campaigns primarily based on customers which have already put in your app;
  • Do retargeting by reaching subsegments of your present customers (primarily based on their engagement together with your app) to get them to take particular actions in your app.

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