Launch something new on Twitter
Use Twitter to make your launch worth talking about
If you launch and no one talks about it, did you really launch?
Whether you’re launching a new brand, product, app, message or promotion, the window of success for launches has shortened. Twitter is proven to help brands meet launch KPIs with our influential and receptive audience.
People on Twitter like to be the first to try new things and are more likely to be the first to buy new products2. Bring your next launch — big and small — to Twitter today.
Brands who meet their launch KPIs are
more likely to launch on Twitter1
What launches do you have coming up?
New company or brand
New product, service, or app
New feature
New message or positioning
New promotion or offer
Need some inspiration to get started? Learn about some real-world examples of brands
launching something new on Twitter below.
Tips for successful launches on Twitter
Build a four-part phased approach:
Listen
Align existing consumer insight to Twitter's audience or engage Twitter to find a new audience insight.
Tease
Create buzz, awareness, and a targeting pool of influential early engagers.
Reveal
Drive mass awareness of your launch, spark conversation, and surge your message to the masses.
Reinforce
Reinforce your launch message post-reveal to drive preference and maintain buzz to keep your brand top-of-mind.
- Schedule your entire launch campaign to run 3-6 weeks for +51% higher lift in top-of-mind awareness and +15% lift in brand awareness5, or 7-10+ weeks for +68% higher lift in favorability6 and +26% lift in intent7
- Optimize launch exposure frequency for your campaigns. 80% of the impact happens within the first 2-3 exposures per week8
- Use 3-5 ad formats to drive the best results, and choose the formats that coincide and complement with your campaign objective9
- Use Twitter's Takeover ad products (Timeline Takeover and Trend Takeover/Trend Takeover+) to maximize awareness leading up to or on launch day*
- Add custom executions (Conversation Buttons, Branded Notifications, and Branded Hashtags) to up-level your campaign and make your Tweets more engaging*
Twitter Flight School can help your launch take off
Launching something new is more than just making a splash on launch day— you need to have a phased approach. Through our coursework, we’ll show you the strategies and best practices for building a successful launch campaign. |
1Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, n= 340 studies. Percentages refer to % uplifts (not deltas or percentage point difference) | Bain & Company, 2019 Launch Marketer Survey, US, n=650.
2Source: Kantar, “News Discovery & Influence on Twitter”, Global, December 2017. Monthly Twitter Global users (n=17,138), Online Global population (n= 34, 535). | How we know: Kantar News, Discovery & Influence on Twitter ; December 2017 ; US ; 787 Monthly Twitter US users & 1503 Online US population Source : Kantar Millward Brown, 2017
3Source: 604 Global Nielsen Brand Effect Launch studies that started between January 2017 and February 2020. Mean percentage lift between Exposed and Control groups.
4Source: Start With Them: Ad Receptivity Study; commissioned by Twitter and conducted by Neurons, Inc in the US in 2019, n=94
5Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, Duration 3-6 weeks n= 148 studies; Duration < 3 weeks n=78 studies; Percentages refer to % increases from the control to exposed group when comparing campaign durations uplifts
6Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, Duration 7+ weeks: Launch n=114, Non-Launch n=126, Percentages refer to % increases from the control to exposed group when comparing campaign durations uplifts
7Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, Duration 7-10 weeks n= 39 studies; Duration < 7 weeks n= 74 studies; Percentages refer to % increases from the control to exposed group when comparing campaign durations uplifts
8Source: Analysis of 604 Global Nielsen Brand Effect launch studies that started between January 2017 and February 2020, n=1,299,593 respondents
9Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, n= 340 studies, 2,760,732 respondents. Methodology: Model is a Fixed-Effect Multi-level logistic regression, Outcome variable: Whether the respondent correctly answered the brand awareness survey question (Yes/No). Unique Formats included GIF, Polls (Text, Video, Image), Website Cards (Photo, Video) [now called Website Buttons], In-stream video [now called Amplify Pre-roll], Promoted Video [now called Video Ads], Conversation Card (Video) [now called Conversation Buttons]
*Premium Twitter Ads product availability varies by market. Contact your Twitter Account Manager for more details.
Learn more about Twitter campaigns can help you achieve your marketing goals
