social media how toDo you know what a Twitter card is?

Do you wonder which one is a fit for your business?

Twitter cards enrich your tweets with additional content, media and calls to action.

In this article I’ll share eight types of Twitter cards, how to install them and their analytics options.

#1: The Summary Card

If your business has a blog or any page devoted solely to information, then you need the summary card. The summary card lets you include the title, description, a thumbnail image and Twitter handle attributions for a page.

There is also a summary card with large image, which includes just that—a larger image from the page, as opposed to a square thumbnail image.

It also includes three ways to click over to the article: the image, the post title and the View on Web link.

#2: The Photo Card

The photo card is great for any business or website featuring art or photography. Like the summary card with large image, the photo card features an image, title, description and Twitter handle.

In the embedded tweet, you’ll only see the photo above the original tweet text, but on Twitter, you’ll see all of the details.

twitter photo card

Twitter photo cards showcase photos and art.

The example above shows how the photo card provides a link to the Flickr Twitter handle, the main Flickr page, the photographer’s Twitter handle and three links to the photo page (the image, the title and the View on Web link).

#3: The Gallery Card

The gallery card is just like the photo card with one exception: You can have up to four photos in your tweet.

Embedded tweets only show one of the four images, but tweets on Twitter itself show all four.

twitter gallery card

Show off a collection of images with Twitter gallery cards.

In this SmugMug example, you can see how the gallery card includes a link to SmugMug’s main Twitter handle (the logo above the images), the gallery owner’s Twitter handle and two links to the gallery (from the title and the View on Web link).

#4: The App Card

If your business has or sells apps, you are going to love the app card.

When someone sees a tweet about your app on their desktop, they get a link to view it on the web. But if they view the tweet on their mobile device, they’re prompted to download it!

twitter app card

An example of a Twitter app card viewed on a mobile device.

In the EveryEvent example above, the app card detects that the user is viewing the tweet on an iPhone and directs him/her to the App Store to download the app.

The desktop version of this tweet, on the other hand, shows the same details but with a View on Web link to the app.

#5: The Player Card

If your business uses video or audio, you can use the player card to tweet each piece of media you create.

This card puts a live video or audio player within your tweet that users can play on Twitter and in embedded tweets.

Skittles uses the player card to share their latest Vine videos within Twitter and embedded tweets. Vine also gets a link to their Twitter handle (just above the video).

#6: The Product Card

Any business selling a product should consider using the product card.

The product card allows you to include a title, description, thumbnail image and Twitter handle attribution for your product, along with other pertinent details such as price, location, availability, etc.

twitter product card

Give followers as much information as possible to promote sales.

In this example, you can see how the product card includes a link to Pure Costumes‘ Twitter handle, three links to their product page (from the image, title, and View on Web link) and details about the featured product.

#7: The Lead Generation Card

The lead generation card is a great way to get better leads on Twitter. When users see a lead generation card, they can click one button and share the email address associated with their Twitter account with you.

twitter lead generation card

Lead generation cards let people share their information voluntarily.

In this example from TaxACT, notice how the email address in the lead generation card is auto-populated.

All the Twitter user has to do is click the Sign Me Up button to subscribe to TaxACT’s blog. This saves the business from potential conversion losses between Twitter and the website.

#8: The Website Card

Last but not least, if you’re looking to drive traffic directly to your website’s homepage or other specific landing page, you can do it with the website card.

The website card simply includes a thumbnail image representing your website, your website title and a Read More call-to-action button to encourage viewers to click through.

twitter website card

Use the website card to drive traffic to your site.

This Lincoln Motor Company tweet shows the website title, thumbnail and Read More call-to-action button.

Of all of the Twitter cards, this one has the most potential—but only if Twitter decides to include a better description and customizable call-to-action button.

How to Install Twitter Cards

To install any of the Twitter cards (except the lead generation and website cards), add the appropriate metadata to the head section of your website.

You can find the metadata on the developer page for each card: summary card, summary card with larger image, photo card, gallery card, app card, player card and product card.

You can install the metadata manually for individual pages or you can use the suggested plugins and integrations for your specific CMS (content management system) in the CMS integration guide.

Once you’ve installed the code for your Twitter cards, use the Twitter Card Validator to ensure everything is working properly and to verify your Twitter cards. Once verified, your cards will start showing up in relevant tweets.

To create lead generation cards and website cards, you need to log into the Twitter Ads interface and click on Cards under the Creatives menu. Once you’ve completed your cards, you’ll be given a custom link to add to your tweets.

Track Twitter Card Analytics

As an added bonus, Twitter cards come with their own set of analytics data. You can access it via your Twitter Analytics dashboard under Twitter Cards.

You’ll be able to keep track of overall tweets, impressions and clicks from your Twitter cards in a given date range.

twitter card analytics

A snapshot of your Twitter cards’ performance.

You’ll also be able to see which types of Twitter cards have been the most successful at driving engagement and traffic.

twitter card analytics view 2

The top-performing Twitter cards on your website.

Twitter card analytics also give you data such as the most influential Twitter users who tweeted your Twitter card–enabled links, which tweets resulted in the most clicks and the apps people used to send those tweets (e.g., Buffer, the Twitter button, TweetDeck, etc.).


There’s a Twitter card for every type of business out there. Giving your followers an attractive package with as much information as possible helps drive traffic to your website, improve sales and grow your list.

What do you think? Have you used Twitter cards? What results have you seen so far? Please share in the comments!

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  • Jitendra Padmashali

    According to me at one time, Twitter cards also included Instagram photos, but after Facebook scooped up Instagram, Twitter eliminated Instagrams showing up in cards automatically.

  • I am a huge fan of Twitter Cards and have found that using them on my articles helps to increase retweets on my articles and drive more click through back to my site. If you WordPress my favourite plugin and the one I recommend to others is JM Twitter Cards as it’s super easy to install and allows you to create individual Twitter cards on a post by post basis allowing you to use the best Twitter card for each type of post you are publishing.

  • I just had the Summary card validated for How to Love Comics. While Twitter told me it could be a week or two for validation, it ended up being a fast process. A few minutes for validation. It will be interesting to see what the results are in the coming weeks.

  • Kathryn Cunningham

    I just had to comment since you used Trip as an example. Bravo on the article from a Butler Bulldog:)

  • Have seen these here and there, wasn’t sure it was a ‘thing’ that had this many different options. Looking into the details, how someone like me – who doesn’t know much about to code, manipulate metatags – can add these to their website via HTML or WP. Thanks for sharing.

  • jrfent

    Thank you! I knew about a few of the twitter cards, but not all of these. Super education in a great format!

  • Josh W

    I may have missed it, but I don’t see anywhere if it’s possible to have more than one installed at one time. Such as a website card for sharing general website info then on a product page using the product card etc things like that using multiples within one site.

  • Great article! I love seeing Twitter cards on Twitter and can’t wait to use them to help promote my blog ( Thank you!

  • BeverlyMcLean

    Great article and info, but could you clarify how/when/where twitter cards are automatically posted? You said, “Once verified, your cards will start showing up in relevant tweets.” What is the trigger for “relevancy?” And it sounds like for the lead gen and website cards, you must add a link to attach the card to the tweet, right?

  • deb1221

    Great informative post, Kristi!

  • Twitter did remove Instagram’s ability to cross-post photos from their service to Twitter. Now it just comes across as a link. You have to use sites like IFTTT and custom recipes to get Instagram photos to show up well on Twitter.

  • Thanks for sharing that plugin Chad! Glad to hear the cards are working well with your content. 🙂

  • My Summary cards were approved pretty quickly too – I think they just have a generic “it’ll take a while” message so that if they do have to take more time to review, you won’t be on edge thinking it takes less time.

  • Glad you liked the example! 🙂

  • If you’ve got WordPress, it is much simpler to add the cards to your website. Otherwise, you have to dig into some coding. Twitter offers pretty good examples though!

  • You’re welcome! Glad you found some new cards to try! 🙂

  • You can have one card installed per page technically. I believe the plugin mentioned by Chad earlier – JM Twitter Cards – will allow you to choose different card types for different pages / posts. Otherwise, you would have to manually code the different card types to different pages.

  • Sure Beverly! Once you have Twitter cards implemented on your website, they start showing up in tweets. So if you have the Summary card set up for your blog posts, anytime someone tweets a blog post, that card will come up in the tweet. If you tweet this blog post, for example, you’ll see the Summary card in action in your tweet. 🙂

  • Thanks Deb! 🙂

  • Thanks for this Kristi! I had seen this on Twitter but had no idea I could do it for my site. All implemented now and everyone should see my Tweets with summary cards. Love all the other possibilities too. I’ll have to look into those!!

  • Great and informative article Kristi, thanks!

  • Guest

    Is there a way to use Twitter cards with Blogger?

  • Thank you for this excellent post Kristi. I didn’t know before about these twitter cards except lead generation card. One question here: do we need to pay to use these cards? Or are they like embeddable tweets?

  • I’ve seen Twitter cards in my stream but didn’t know the origins or different types.Thanks for the informative article.

  • You’re welcome! Glad you got Twitter Cards implemented quickly. 🙂

  • Thanks David! 🙂

  • I believe so – there are directions on the Twitter Developer site at

  • You actually don’t have to pay for any of the Twitter Cards. The Lead Generation and Website Card are only accessible through the Twitter Ads manager, but you can create them and include them in tweets without paying for advertising.

  • You’re welcome Jeannette! 🙂

  • Thanks Danielle! 🙂

  • Nour

    Hi kristi…thank you for the great article. I am going to try using these cards and check out how they can work. I’ve a question though regarding twitter…how can one’s brand get verified ? (Blue check mark next to the name). Many thanks for the help.

  • Well, I fell behind on this one Kristi. Thanks for the update! Looking in to implementing now

  • With reference to the #App business cards, it appears to be only for iOs. I’m hoping it’s for both. Does anyone know? If not, is there another third party solution that does both? We have a download rate of 40% android on our app so far and it’s growing. Any help appreciated. @gdeems on Twitter

  • bradhines

    I have only done Twitter cards a few times for clients, and I have to say, I love the concept, hate the implementation. Twitter really has them too time consuming to enable something that should be otherwise simple, I hope they get easier to over time. That said, great overview of them Kristi!

  • IFTTT is a very good automation tool. with that we can do so many things

  • Adam

    I haven’t tried using a Twitter card yet because I was told (like with AdRoll) you need a privacy policy on the site hosting the landing page to use the cards. Is this true? Or maybe because the individual I spoke with uses Infusionsoft it’s a specific requirement? Thanks!

  • They will probably take more time if you indicate that your content is restricted. Then, I suppose someone will look at your site manually

  • Unfortunately, you can’t request to get verified – it’s more of an invitation only club. I think if there’s a direct conflict with you being a known person / brand, and someone is imitating you, you might be able to use that as a reason to get them to look into verification.

  • You’re welcome! 🙂

  • It looks like it should work with apps on Google Play as well. You just have to specify the card property for Google Play with your app ID. 🙂

  • It is a bit more difficult if you want something besides the summary cards. Definitely requires some custom coding if you’re not a WordPress user with access to plugins.

  • I believe that’s only for the Twitter Lead Generation Card because you are collecting email addresses through the Twitter platform. It doesn’t apply to the cards that format tweets for your website. 🙂

  • Thank you for this article Kristi, it has clarified some things for me and I didn’t know about the Lead Gen and Website cards. I do have a question though. I set up a website card to try it out and it doesn’t appear as a card, just as a tweet with a link to the card. What am I doing wrong?

  • Marcio Caparica

    Hello there! I’ve noticed that some tweets show up with their images (I suppose from the Photo Card) already expanded, while the ones I got for my blog do not do that, requiring the user to click on “expand” to see the photo or the summary. Do you guys know why does that happen? How can I make my Photo Card or Summary With Large Image Card show up already expanded on my followers’ stream? Thanks!

  • Narendar Singh

    There is one more Twitter card i.e App download card

  • Vic Mark Petilla

    This is very informative. Thank you very much Kristi!

  • Cristina

    Thanks for the info, sounds a lot easier to use than dealing with html code so I’m definitely going to give it a shot.

  • vinay

    Thanks for great information sharing about twitter cards. It is increased traffic of any business and customer engagement. You can reach at the Seowebmount company for SMO services.

  • Uma

    Hi Kristi, can you please explain how do you include “promoted only” cards to your free tweets?

  • Joanne Moore

    Wow, mind blowing! I didn’t know this stuff was even possible! Like the last twitter post I read on here! I’ve got some serious work to do on twitter… and everything else you mention in your posts! Thanks!

  • Oh wow, I had not idea you could do so much with the twitter cards. Now I just have to make it actually work. Wish me luck. 🙂 Thanks as always for the cool info!