Your Guide to Digital Marketing: Let’s Talk Twitter
Every social media platform is unique, which means communicating your message to the largest audience possible requires a nuanced, careful approach. Last week, I began this series, Your Guide to Digital Marketing, by discussing the art of making LinkedIn work for you and your business. This week, let’s discuss the ins and outs of Twitter.
Why Twitter Matters
According to a 2021 report, Twitter has 199 million active users, which represents a 33 million-person increase since 2020. This boom in popularity means it’s time to get your business active on this platform if you haven’t already. Twitter’s short and punchy format makes it the perfect place to send users quick messages encouraging them to support your business. Compared to LinkedIn, Twitter is much more casual, which means you can have fun with your messaging and really let your brand’s personality shine through.
Twitter’s simple yet comprehensive advertising solution is often the perfect complement to your organic content strategy. If you’re interested in promoting a post and getting it out to a larger audience, all you need to do is complete their quick campaign creation process:
Objective: Whether you’d like to gain new followers, increase traffic to your website, or maximize the reach of your content, Twitter makes it easy and affordable to accomplish your marketing goals. One of the best parts about advertising on Twitter is that you’ll only be charged when a user takes the action you’ve selected as your campaign objective.
Audience: With Twitter’s superior targeting capabilities, you can select exactly which types of users get to see your content. Filter people by demographic and audience features, including interest, event, follower look-alike, and re-engager targeting. If premade targeting options don’t suit your needs, you can also create your own custom audience list.
Bidding: As previously mentioned, you’ll only be charged when a user takes your desired action, such as clicking a link, liking your post, or following your page. During the process of setting up your campaign, Twitter enables you to choose how much money you’ll pay for each billable action.
Budget: Advertising through Twitter gives you the ultimate control when it comes to your budget. With the click of a button, you get to choose how much you want to spend throughout the course of your campaign. You can set a daily budget that Twitter will not exceed.
Creative: The most important part of your campaign is the creative element! Choose visually striking images to draw in viewers and spark engagement with your brand. Since every social media user is different, Twitter allows you to have 3-5 visual options in rotation so you can find out what your audience responds to best.
Copy: For the text portion of your advertisement, experiment with a witty brand voice that will cut through the clutter and cause users to take notice. Additionally, make sure to include clear calls-to-action, such as “Contact Us” or “Download Our Brochure,” so that people have a simple path to engaging with your business.
Types of Content to Post
To best engage with your followers across various social media platforms, it’s important to understand the top-performing content for each platform. Here are a few types of posts that do especially well on Twitter:
Choose text over photos: While visuals are an absolute must-have for Facebook and Instagram, Twitter users actually prefer text-only posts. However, this doesn’t mean you should completely cut photos on this platform. Including a striking visual every few posts will help to break up your content and add some much-needed variety.
No videos: It’s generally recommended to avoid using videos on Twitter. Videos perform well on more visual platforms such as Facebook, Instagram, and LinkedIn, but they aren’t very popular on Twitter. If you need to include a video, keep it to 30 seconds or less and include captions.
The right keywords: Since the character limit for Twitter is lower than other platforms, choosing your words carefully is vital. Posts are largely promoted based on which keywords and hashtags you include, so before posting anything, make sure you’re mentioning subjects that are most relevant to your business and followers.
Everybody loves quotes: Like many other platforms, quote visuals perform extremely well across the board. Whether you decide to include inspirational quotes, excerpts from your website or blog, or testimonials from satisfied customers, this type of content is bound to be well-received.
No memes: Believe it or not, Twitter users aren’t wild about memes. It’s best to leave the memes to Facebook and Instagram.
We’ve just scratched the surface of the complex, ever-changing world of Twitter. If you’re interested in learning more about this unique platform, reach out to us at Parklife for additional information. As professionals who work in social media all day, every day, we’re experts at making each platform work for our clients.
Tune in next week for the third installment of this series, where we’ll explore Facebook.