The Complete Guide to Twitter Cards #smlondon

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I recently had the pleasure to attend a Twitter masterclass by James Whatley from Ogilvy. Comfortably seated in the National Gallery amphitheatre, I received a lesson about Twitter cards.

What is a Twitter Card?

A Twitter card is literally an expendable tweet, featuring a video, an image, you name it. In other words, a tweet that isn’t boring!

There are several types of Twitter cards. Let’s have a look through the ones you access from

1) Photo

A photo card is when you add a photo to your tweet. Simple as that. Oh, talking about photos, DO remember that they appear ‘in:stream’ with a ratio of 2:1 – people get it wrong way too many times!

2) Summary

Use large summary card! They simply look better than small ones. Want to see the difference? Here you go:

Screen Shot 2014-09-26 at 17.27.52

3) Gallery

In March this year, Twitter started to allow users to upload up to 4 photos in a single tweet, creating an automatic collage. I’m sure you’ve already seen this type of card, but it isn’t still widely used. It’s a shame, it really looks great!

(Source: Twitter)

4) Play:

GIFs, YouTube videos, Vines, everything that plays in a tweet is called a Play card. The idea is to watch videos without having to leave the app!

5) App:

Major brands are often seen tweeting about their mobile app to drive installs. Twitter will auto create an App card when the link redirects to either the App store or the Google play.

6) Product:

This is undoubtedly the best way to showcase a product or retail item on Twitter. You can add a description and two other key details about your product.

Other types of cards:

The following two types of cards are accessible via, which means they aren’t free to set up. You will need to enter your card details to get started. Then, several tabs show up at the top: “Creatives”, “Analytics” and “Conversion tracking”.

Go on “Creatives” and select the type of card you’re interested in.

READ ALSO: How to Get More Clicks on Twitter

Lead generation:

A lead generation card will give you the name, email address and any information that you feel your followers are comfortable sharing. In other words, don’t ask for unnecessary details, some may switch off!

It’s a great alternative to spruce up your Newsletter list for instance. This is how they look like:

Screen Shot 2014-09-29 at 11.16.36

James wrapped up a complete guide to set your Lead Generation (and link it to Mailchimp). Have a read!


In need of promoting your website? Use this very clean card to optimise your tweet.

It is extremely easy to create: add an image, the URL of your website, a headline and a CTA. Done.

Screen Shot 2014-09-29 at 11.28.26

That’s pretty much it! Don’t forget to check how your cards fare using analytics. Have you already used Twitter cards? Share your experience in the comments below!

RELATED: What’s the State of Twitter in 2014?

James uploaded his slides. Check them out!

Alex Bourgeois

Alex Bourgeois

Alex is a community manager and social media blogger.
Alex Bourgeois

Alex Bourgeois

Alex is a community manager and social media blogger.