X Connect Playbook
How to connect with what's happening on X and drive results
![A woman wearing an orange suit and white shirt scrolls on her phone, in front of a graphic designed background of blue, green, pink, red, and yellow circles and a bright lightbulb](/content/dam/business-twitter/en/resources/downloadables/btc-connect-playbook-desktop.jpg.twimg.1920.jpg)
X Connect Playbook
How to connect with what's happening on X and drive results
![A woman wearing an orange suit and white shirt scrolls on her phone, in front of a graphic designed background of blue, green, pink, red, and yellow circles and a bright lightbulb](/content/dam/business-twitter/en/resources/downloadables/btc-connect-playbook-mobile.jpg.twimg.1920.jpg)
Download your guide to connect and build cultural relevancy
People come to X to discover what's happening – and when brands connect to what’s happening on X, they see impressive results: +70% recall, +15% message association, +11% brand awareness, and +7% brand reference.1
This playbook will walk you through everything you need to know about using X Ads to connect with cultural moments, target your audience, and deliver results.
What you’ll get in the playbook:
- Data and audience insights to prove why X is the right choice for running impactful advertising campaigns
- How-tos for connecting to any type of event, occasion, or trend, plus case studies for each
- Creative best practices
- The best X Ad formats to help you connect
- A breakdown of our costs and bidding structures
![A scrolling view of various sections of the Connect Playbook as seen on an iPad](/content/dam/business-twitter/en/resources/downloadables/connect-playbook-tablet-scroll.gif)
1. Source: X-commissioned study: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2020 Connect campaigns, Control vs Exposed. Percentages refer to % uplifts (not deltas or percentage point difference).
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