What are the two key use cases for when brands should always activate on Twitter?(selecttwo)

Twitter is a real-time platform, making it ideal for brands to engage with current events and trends. "Connecting with what's happening" means participating in relevant conversations, leveraging trending topics, and responding to cultural moments, which increases visibility and relevance. "Launching something new" capitalizes on Twitter's immediate reach and ability to generate buzz. Brands can announce products, services, or campaigns, using features like live video or Spaces to create excitement and drive immediate engagement. While selecting the right hashtags is important for discoverability, it's a tactic supporting these two broader use cases, not a use case itself.