Despite the waves caused by a change of ownership last year, Twitter continues to thrive as a social media platform and is well worth considering as one of your key marketing tools. In this article, we will look at what makes Twitter unique and share some tips on utilizing its features most effectively.
All social media platforms work slightly differently and have somewhat different draws. A unique feature of Twitter is its short-form content, with each tweet having a 280-character limit. This is why, while it may only be the 6th most popular platform overall (in the US), Twitter continues to be the go-to place for bite-sized, up-to-the-minute news and views.
Here are a few interesting figures taken from Hootsuite’s 29 Twitter Stats That Matter to Marketers in 2023
· Twitter usage is growing 30% faster than Instagram among Gen Z
· Twitter is the most popular platform for news and current events
· Using video in tweets boosts engagement up to 30%
· 28% of marketers are planning to use Twitter more
When weighing up the value of Twitter, do some research into whether it’s a fit for your target market. Ask your current clients if they use it; if so, try to find out what content they find most useful or engaging. Also, remember that Twitter is an excellent resource for keeping up with competitors and industry trends.
To make your life easier, we have compiled a list of our 10 ways to get the most out of your Twitter social media strategy.
As with all social media tools, it’s crucial to approach Twitter strategically. Having established that it’s a good fit for your target market, Next consider how much time you want to spend on it. Set some clear goals, you want to attract a certain number of followers within a certain timeframe), and use analytics to monitor them. Your Twitter strategy should fit within your wider marketing plan.
If you’re not already on Twitter, read our guide on how to get set up. Ensure your name, handle, profile picture, and bio reflect your brand and are consistent with any other platforms you use.
Add links to your Twitter page from all other marketing material/platforms, tell your clients you’ve joined, and ask them to follow you. Think about what tone you’re aiming for, and try to stick to that. Twitter is one of the less formal platforms, so adding personality and humor can work well.
Select some relevant people/organizations to follow – eg competitors, experts, sports brands – particularly those that look active (don’t follow too many though, as your feed will become impossible to keep up with).
It’s a bonus if some follow you back, but the main reason for following them is for market research, staying up to date with trends, getting inspiration for your content, and finding material to retweet. So carry out regular housekeeping; keep the most useful ones, drop the duds, and look out for others to add.
Timetable specific slots if that works best for you, but the most important thing is to be regularly active – whether that’s several times a day or just once a week. Being active doesn’t just mean generating your tweets.
It also involves liking, commenting on, or retweeting other people’s content and responding to your followers, so it’s not necessarily a demanding task. You might consider using scheduling tools to plan regular tweets but do leave some room for the real-time interaction that’s at the heart of Twitter.
Experiment with different types of content for your tweets, including plain text, images, infographics, videos, and polls.
Master the art of crafting bite-sized information by making every one of your 280 characters count. If you have a lot to say about a particular subject, try using the threads feature. When retweeting, ensure the content you share is high quality and trustworthy. Finally, use analytics to monitor what content works best with your target audience.
Whatever you do, don’t get embroiled in any arguments or political discussions. Twitter users are renowned for their strong opinions but always remember that you’re there in a professional capacity. Try not to get distracted by irrelevant subjects even if they’re not controversial; concentrate on carving out your niche.
Hashtags are integral to Twitter, and if you want to extend your reach, you need to understand how to use them effectively. First, use Twitter’s advanced search feature to find the best ones.
Next, try to tie in with trends and events, but don’t overdo it – too many hashtags can be annoying and hard to read. This wikiHow article on How to Use Hashtags with Twitter is a good introduction.
If possible and appropriate, include a call to action in your tweets.
This could be a link to a blog post, a question you want your followers to answer, or a request for a retweet.
If there’s a particular tweet that you want people to find when they land on your profile page, then use the ‘pin to your profile’ option that will keep it displayed at the top, even above more recent tweets.
Also, don’t be afraid to repost tweets you feel may have been overlooked, although reword them a little first.
As with all social media platforms, paid adverts have various options.
If you decide it’s worth investing part of your marketing budget in advertising on Twitter, set clear objectives and see which options might be the best fit. Check out Sprout Social’s guide to Twitter ads for a helpful breakdown.
Twitter can be a good fit for small businesses, particularly those that lend themselves to showcasing their expertise in bite-sized chunks, such as personal training. In addition, maintaining an active Twitter account doesn’t have to take up much time. It can offer great benefits in staying informed, building connections, and extending brand awareness.
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