[FAQ]

I’m the marketing manager for a tech start-up here in Sydney, and we’re looking to put a proper budget behind our advertising on X.

We’ve seen some decent organic engagement, but now we’re keen to understand the best practices for paid campaigns to drive sign-ups on our website. I’m looking for advice that’s more strategic than just how to set up the campaign in the ads manager.

What type of creative works best on the platform? Is video more effective than a static image? How important is the copy, and what are some common mistakes we should avoid to get the best return on our spend?

[Jeff Bullas]

A critical question. A strategic approach is what separates a successful X campaign from a wasted budget.

Brief Answer: The best practice for advertising on X is to use visually arresting video or image creative that feels native to the platform, combined with concise, high-impact text copy and a single, clear call to action.

The key is to interrupt the user’s scroll with compelling content that provides immediate value or sparks curiosity, rather than broadcasting a traditional, polished advertisement.

First and foremost is your creative. Short-form video is the most effective format on the platform. Your video should be no longer than 15 seconds, optimised for vertical viewing, and able to communicate its core message with the sound off. This means using prominent on-screen text or very clear visuals. If you’re using a static image, it must be bold and visually simple. A clean infographic or a high-quality product photo will always outperform a cluttered graphic that looks like a traditional print ad.

Next is your text copy. Keep it short, direct, and conversational. The text should add context to your image or video, not just repeat it. Asking a provocative question or leading with a surprising statistic is an excellent way to create a hook that stops the scroll. Avoid corporate jargon and get straight to the point.

Every ad must have a single, unambiguous call to action (CTA). Decide on the one thing you want the user to do—whether it’s to sign up, download a report, or watch a longer video—and make that the entire focus of your CTA text. The landing page they arrive at must be a seamless continuation of the ad’s promise. Any friction in that journey will kill your conversion rate.

Finally, the most important practice is to test everything. There is no magic formula. You must continuously test different versions of your video creative, your image, your text headlines, and your calls to action. A/B testing is the only way to discover what truly resonates with your specific audience and how to get the best possible return on your investment.

Cheers,
Jeff

[Author]

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