If you observe a high impression count but a low engagement rate on a promoted video Tweet, which specific element should you adjust first?

If you observe a high impression count but a low engagement rate on a promoted video Tweet, the specific element you should adjust first is the video's thumbnail and the first few seconds of the video content. 'Impressions' means the number of times the Tweet was shown to users. 'Engagement rate' is the percentage of users who saw the Tweet (impression) and then interacted with it (e.g., liked, retweeted, clicked). A high impression count with a low engagement rate suggests that while the ad is being seen, it's not compelling users to take action. The thumbnail is the first visual element users see, and the initial seconds of the video determine whether they continue watching. An unappealing thumbnail or a slow/unengaging start will prevent users from clicking to watch the full video or interacting with the Tweet. For example, using a static, uninteresting thumbnail or starting the video with a lengthy introduction will likely lead to low engagement, even if the rest of the video is high-quality. Optimizing these elements to immediately grab attention is the most impactful initial adjustment.