The format decides most of it. You get 160 characters, one link and no image, dropped into a channel somebody chose to follow, so there's nothing to dress up. What's left is whether the opening words say something that matters to the people in that particular channel.
That's also why identical text swings wildly between placements. Targeting is contextual rather than personal, so the channel is the audience definition. A message that reads like a natural continuation of what that channel posts gets clicks. The same message in a broad channel reads as noise.
The practical version is to write one line per channel instead of one campaign line for twenty, name the thing you're offering rather than teasing it, and let the link carry the rest. If clicks stay flat after the copy is tight and specific, the problem has moved to the channel list, not the sentence.
Best,
Floqal
