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If you’re using Twitter advertising, you’ve doubtless researched best practices and techniques, but you might have missed this: there are two rather counterintuitive things to keep in mind when using Twitter.

Schedule your tweets for nights and weekends

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*http://blog.hubspot.com/marketing/twitter-stats-for-more-conversions

**http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-new-twitter_b_4387476.html

Surprisingly, another great time to tweet is between 10pm and 11pm EST. While most sources say the best time to post is around 11am, adding in Tweets after working and commuting hours can add huge value! Not only that, but we’ve found:

-Tweeting on the weekends increased engagement rate by 17%.

-Only 19% of brands tweet at night or on weekends.

-Tweets between 120 and 130 characters got higher CTRs.

 

You don’t have to max out the character limits

Yes, you’ve got 140 characters to play with, and that’s not much, but we’ve found that you don’t need to use all the characters to be effective. In our results, tweets between 120 and 130 characters get high CTRs. If this means you have to simplify your tweets and stay concise, great! A short, direct call to action should stand out more easily that way. Addionally, this leaves room for other to RT your tweets without having to exceed the 140 character limit.

 

Test and Learn

In spite of these findings, there’s no hard and fast rule about which is the perfect time to reach your audience since every audience is different. That means you’ve got to test! Not only do you want to test which times to Tweet, you should:

-Create a few ads per campaign that include different combinations of images and Tweet copy

-Optimize your campaigns towards the ads driving the most results according to your goals

-Iterate on best performing creative and copy for future campaigns/ads

-Don’t forget to refresh your client list as it grows!