It's not what you say, it's how you say it.

That's how Twitter is framing the findings around its latest study into effective tweets during ad campaigns.

Twitter recently released the results of its recent study, which analysed 9000 direct response campaigns in the US, to discover which tweets worked best in boosting campaign performance.

Here's what they found.

The Quick and the Dead

Percentage points

Twitter found that brands using terminology around percentages performed much better than those dealing with dollars

For example, a tweet promising customers will save 20% on a deal had a 40% higher CPA rate than one offering customers $20 worth of savings.

Pearls of wisdom

Tweets talking about new products also performed well, as did tweets between 40 – 60 characters.

While tweets asking a question, or offering a prize, also punched above their weight.

To find out more visit blog.twitter.com.