In the international market, X (formerly Twitter) has evolved beyond a simple social platform into a crucial space for brand communication and creating immersive experiences. Many global brands consider X an essential part of their media strategy. Through video content, interactive ads and cross platform execution, they ensure that brand stories are seen at the very first moment.
X gathers highly influential groups such as financial investors, tech enthusiasts, anime and voice actor fans and active K-pop communities. X can amplify conversations within a short time, making it a stage with high impact penetration for brands. However, to ensure that ads on X are truly seen and create influence, having the platform alone is not enough. Brands need to master key creative principles.
Creative Best Practices: Principles Brands Should Master
According to the Creative Best Practices released by X, brands can stand out on the platform by focusing on several strategic areas.
1. Short and Authentic Copywriting
- Most effective ad copy is usually 50 to 100 characters, concise, and focused on a single message.
- Maintain authenticity and a natural tone. Avoid overly promotional language and communicate with the audience using the brand’s true voice.
2. Create Action Driven Motivation
- Introduce urgency such as limited time offers or scarcity to drive immediate clicks or purchases.
- Use clear CTAs such as “Order Now”, “Learn More” or “Download the App”. Avoid unnecessary distractions such as excessive emojis, mentions or hashtags.
3. Highlight Product and Visuals
- 97% of users focus on visual content on X. Ads must highlight the product or key message and ensure consistency between images and copy.
4. Mobile First
- Over 80% of users access X on mobile phones, so assets must be optimized for mobile screens.
- Recommended ratios: 16:9 or 1:1, ensuring text is legible on small screens. To create a full-screen immersive feel, try 9:16 vertical videos paired with sound design.
5. Video as the Core
- Video is the fastest growing and most influential creative format on X.
- It is recommended to keep it under 15 seconds. Feature the brand or strong action within the first 3 seconds, accompanied by subtitles or text overlays to ensure the message is conveyed even in sound-off environments.
- Official data shows that revealing the brand within the first three seconds can increase brand recall by 30%.
6. Diverse Testing and Style Experimentation
- Using 3 to 5 different ad formats (images, video, carousels, collection ads, etc.) can boost brand awareness and purchase intent.
- It is recommended to try different tones and styles, or even add humor or wit, to observe audience reactions and find the most suitable communication method.
After understanding these creative guidelines, brands often ask whether these techniques truly work in real world execution. The following two international examples, Dior and YouTube X X, demonstrate how strategy can be transformed into results supported by measurable data.
Case 1: Dior Brings the Runway to X
For the Fall 2023 collection, Dior used Collection Ads to bring the Paris runway onto X. The brand tested several ad formats including image carousels and video cards. Collection Ads eventually delivered the best performance. This format combines a hero video with multiple product thumbnails below, delivering a complete brand narrative while guiding users to browse and purchase products.
Performance insights
- The Cost Per Link Click for Collection Ads was 25% lower than other ad formats.
- Ad Relevance was 1.9 times higher.
This demonstrates the importance of testing and optimising ad formats. When creative content and delivery methods align more closely with audience expectations, brands can reduce costs and enhance engagement efficiency.
Perspective
Luxury brands often use live streams or short videos to create immersive experiences during fashion week or product launches. If the most engaging highlights are also uploaded on X and paired with real time conversation trends, brands can amplify media exposure and community engagement across platforms.
Case 2: YouTube and X Join Forces for an Immersive Experience
YouTube and X collaborated to promote NFL Sunday Ticket and YouTube TV by crafting an immersive ad experience. The execution relied on X’s deep understanding of fan behaviours:
- Users were categorised into different fan types based on their platform interactions including Casual Fans, Avid Fans and Fantasy or Betting Fans.
- Through the Multiview Engine, the system recommended the most relevant game combinations and content for each fan profile, making the ad experience more personalised.
Performance insights
- User consideration for YouTube TV increased significantly.
- During the campaign, 59% of fans mentioned YouTube TV on X for the first time, indicating successful reach to a large new audience.
- Engagement rates were twice the brand’s average.
Perspective
Cross platform amplification suits various scenarios.
- Movie studios can release trailers on YouTube and then leverage X to activate fan conversations.
- E commerce platforms can use X to build hype before major sale seasons, creating discussions that drive traffic to Shopee or Lazada to complete purchases.
This approach positions X as a conversation starter that complements other mainstream platforms.
Conclusion: How Can Brands Utilize X in Malaysia?
Based on the above cases and best practices, brands in Malaysia can adopt the following key strategies when using X.
1. Cross Platform Integration
Repurpose content from Facebook, Instagram or YouTube and adapt it for X to form a unified multi platform narrative.
2. Real Time Topic Engagement
Align with topics frequently discussed in the Malaysian market such as sports events, K-pop or financial policies, allowing ads to blend naturally into user conversations.
3. Immersive Creative Execution
Use Video Ads or Collection Ads to seamlessly connect brand storytelling with shopping experiences. Ads become more than exposure and turn into active participation.
The user base gathered on X possesses high topical influence. As long as brands grasp creativity and topicality, they can amplify volume and drive consumer behavior.
In today’s fast changing digital environment, cacaFly assists brands not only with precise ad delivery but also with strategic cross platform integration. With trend observations and data driven insights, brands can move beyond simply following trends and instead become leaders in shaping them.
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Source: X Business
https://business.x.com/en/advertising/creative-best-practices
https://business.x.com/en/success-stories/how-dior-brought-the-runway-to-x-with-collection-ads
https://business.x.com/en/success-stories/x-youtube-partner-to-launch-customized-ad-experience-to-promote-nfl-sunday-ticket-and-youtube-tv
