Twitter is currently the second most popular and influential social media platform in the world with more than 300 million users. A good number of individuals and businesses are utilizing its tools to market and reach out to as many potential clients and to inspire behavior through content.
If you want to tap into the power of Twitter’s audience, you need to create powerful content and adopt creative marketing techniques that might apply to only Twitter such as these ones:
1. Add captivating visuals to your content. A recent study showed that Twitter audiences are three times more likely to engage with a tweet that has an image, a video or GIF. As they scroll through their feed, it captures their attention. We’ve come to realise though that short precise videos and GIFs outperform images.
2. Take advantage of trends. One of the easiest ways to use a trend is to add a trending hashtag with a lot of buzz at the moment and structuring your content to match with it so as to get the audience’s interest and attention. You have to be careful however not to over use hashtags as it can come off as annoying.
You can also use current popular catchy scenarios of moments happening in your region such as some funny statements from a celebrity or a speech. For instance, many companies in Africa took advantage of the #MamaChallenge after Julius Malema’s speech in SA.
3. Use influencers. Many brands around the world use influencers, but at times their followers don’t even notice with the exception of how it is done in Africa. Influencers are Twitter users who have an incredibly large following that also engages and acts upon their tweets (this is important). Most influencers in most countries are also celebrities.
You can pay an influencer a small fee to boost your content or tag them in the post that is related to their field of interest so that they retweet to their users. This will go a long way in increasing your tweet or campaign’s rich.
4. Try to inspire engagement. Unfortunately, on Twitter when your tweet gets low engagement such as replies, likes or retweets, the less it will be shown in people’s feeds thus a low reach. This is the toughest thing to do on Twitter, some accounts even have hundreds of thousands of followers but have low engagement.
Engagement is not guaranteed, but you can increase it by commenting on posts from other like-minded Twitter users, tagging active followers, using hashtags, using visual aids, adding humour to content, etc.
5. Follow a theme. You can adopt a regular theme on a specific day of the week or hour of the day where you post or moderate something you deeply care about or understand such as #MondayMotivation. As time passes by, more people will catch up on the theme and always look up to it and it will be a great way for you to share your ideas and content as well as get interested followers.
6. Create short concise content. This is the secret formula to maintaining attention of your audiences on most social media channels. It has been discovered that most people today are either too busy or have a short attention span on social media since it is mostly supposed to connect them to their social peers, so most of them never bother to finish half of a long tweet.
Create short and precise tweets that get them hooked to check out more of your content.
7. Study your content’s performance. Twitter has an amazing free tool that tracks your account’s performance, Twitter Analytics yet it is very often forgotten about. You should sign into it and check out which of your tweets perform best, on which day and time and the type of audience.
This will help you learn what to post, at what time and for what audience for better engagement.
8. Create a thread. It is not advisable to do this often unless you have an unlimited source of long content to tap into but once in a while, it does spur engagement. You can create a thread in your area of expertise such as a thread on how to clear your skin from acne if you are in the cosmetic or health sector and you drop about 14 tweets in the reply of the first one. Don’t forget to start with #Thread.
9. Repurpose your content. Sometimes your audience will miss your tweet either because it is posted at a peak hour and gets pushed down in the feed or it just doesn’t get the visibility. Don’t give up on it, tweak a few things and post it again another day and hour – never know.
This doesn’t work for only content with least engagement but popular content too and will help keep your account active even when you don’t have fresh posts.
10. Be consistent. Consistency must be in two ways, your niche and frequency. Your niche is what category your Twitter account falls in or your specialty. Your audience will end up confused if you begun your account focusing mostly on football then you switch to politics or cosmetics, try to maintain your focus.
Frequency is how often you post on your account, it would be wise to have least 3 posts a week if you really are busy. Your audience will get used to your routine and so will Twitter, when you reduce your activity, you might lose engagement, loyal followers and reach.
There is no one formula that works for all, there are very many successful Twitter accounts that only employed one of these or used them in a completely different way. Find what works for you by analyzing and listening to your audience and reacting accordingly.
Are there tips you would like to share that you have tried out for creating and marketing great content on Twitter? You can share them with us in the comments!
Lawrence writes about tech, lifestyle, politics, business, crypto and occasionally entertainment. He writes for Newslibre and Spur Magazine while consulting with numerous international companies on strategy, community management and marketing.
He has contributed to the journalism, open source, film, youth, web, Andela and Mozilla communities.