Twitter is a wonderful tool, but 140 characters is often inadequate to communicate a complete message. While longer tweets requiring a click to expand would have provided an answer for issues like answering questions, most users would not click through. As an advertising or messaging vehicle, longer tweets would likely prove ineffective.
One thing the restrictive character limit does is force companies to get creative with social media efforts. Here’s how some companies knock 140 characters out of the park.
Informational graphic ads
A short message with a graphic ad attached can say everything you want to say and lend the visual appeal to make it more shareable. The British Council recently promoted a tweet with an eye-catching mini-event poster detailing all of the information you need to attend the Women of the World Festival.
Not long to go until the first #WOWKHI on May 1st. We can’t wait! Check out the social hub https://t.co/GNh6a0h0q3 pic.twitter.com/KNh90fdH4i
? British Council Lit (@LitBritish) April 25, 2016

Applebees uses graphics to great advantage. This GIF has it all: food porn, information, a link and its signature #CarsideToGo hashtag.

Lunch is only a click away. https://t.co/oiSSxe9FA4 #CarsideToGo pic.twitter.com/Mfja2Oxvga
? Applebee’s (@Applebees) April 24, 2016

Flonase offered this unique little gem: A question you click for an answer–simple, but effective. As a general rule of thumb, interactive works.

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