Twitter’s seen a huge revival over the past year or so.
It’s finally stopped bleeding monthly active users quickly, and it even became profitable in the process. And because of this good news, more and more businesses are revamping their Twitter presences and using the network to market their products and better support their customers.
However, If your company is planning a return to Twitter, you need to have a solid strategy behind what you post. Ideally, this strategy will outline how you’ll provide value to your audience and how you’ll leverage the social network to help your bottom line.
But we get it: creating a Twitter strategy from the ground-up can be a tough feat. So in this article, we’ve outlined five different Twitter strategies that you can use as a starting point for your brand.
First, we’ll give you an overview of each of these strategies, show you a great example of the strategy in use, and—of course—discuss how to implement the strategy on your Twitter account too.
Sound good with you? Let’s dive in!
Become a valuable resource
The number one thing all businesses should do on Twitter is to provide value to its audience, and not just aimlessly marketing products.
Sharing valuable content with your audience shows that you truly care about their development and want to help better their personal or professional lives. Doing this helps you create a great brand image, further increasing the likelihood of you making the sale.
So other words: think of it as content marketing. Provide value upfront, and you'll reap the benefits later down the line.
Some ways you can provide value include sharing helpful industry insights (think blog posts and infographics), hosting live Q&As, and teaching your audience members something new. Don't be afraid to mix in both third-party and in-house content, giving your audience more well-rounded insights (and saving you time).
For bonus points, add visual media (like photos and videos) to your posts. These make your tweets twice as engaging, further increasing your reach by putting you in front of more new eyes.
Run a Twitter support team (for marketing's sake)
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Modern consumers don't want to call in for support. Instead, they want instantaneous, live support that will solve their problems without friction.
In fact, customers who receive Twitter support spend 20% more and are 30% more likely to recommend the brand. Essentially, this means that running a Twitter support tool is equal parts marketing, equal parts customer care.
Use this to your advantage and get your support team on Twitter, too. Just make sure to provide quick responses that actually help, and stay away from automated responses or directing your users towards a phone number or email address.
Need some help starting a Twitter support team? Check out our guide to Twitter support where we give you invaluable tips and tricks.
Make your audience’s day with some humor
brb changing my name to Netflib— Netflix US (@netflix) June 11, 2018
If you've spent any time on Twitter, chances are you have a funny brand or two in your following list.
C'mon, you know them: Netflix, Wendy's, IHOP, and Spirit Airlines—all of these brands like to spice up their tweets with a bit of humor, making their brands more relatable by striking a memorably funny bone with their audience.
And your brand is a good fit, you can use humor in your tweets too. Doing so will make branded tweets more engaging for some companies, but you should tread lightly: it's not for everyone.
Serious brands—like medical, legal, and corporate—should stay away from using humor. However, consumer brands like fast food restaurants and entertainment companies can get away with it and—when executed properly—flourish.
Just make sure that your humor is consistent, stays age-appropriate, and doesn't get overly controversial. This will keep you out of controversy (and ensure that all of your audience stays laughing).
Post lots of short-form video content
Short-form video is one of the most engaging types of content on social media platforms, and Twitter is no exception.
Over 1.2 billion Twitter videos per day in 2019, and posts with video content get a whopping 10x more engagements than those without. Even crazier, Twitter video views have doubled from 2018 to 2019, meaning that Twitter video is still on the rise (and shows no signs of slowing down).
When building your Twitter video strategy, you need to keep in mind that 90% of Twitter video views happen on a mobile device, so make sure that your videos are mobile-friendly.
You can do this by shooting your Twitter video in a 4:3 format, adding subtitles so videos can be viewed without sound, and keeping your videos short and to the point. Not doing this will cause views to drop-off and be engaged with.
Embrace pop culture and become #relatable
Marketing to Millennials or anyone else in the younger crowd? As noted in our guide to Millennial marketing, the key is to be #relatable.
One of our favorite ways of doing this is by using pop culture references in social media posts. Think celebrity gifs, celebrating Hallmark holidays, and plays on current events. As you'd expect, this can often go hand-in-hand with humorous posts too.
But also like humor, only certain brands can embrace pop culture. After all, a post about National Donut Day isn't expected from a law firm, but is totally acceptable for a light-hearted B2C software company or your local coffee shop.
Why do this? Well, when you're relatable with your audience, they see you as a peer, not a faceless company. In turn, this will make your audience members more likely to interact with your posts and further follow your content.
Check out our Millennial marketing guide for more info on how to make your posts relatable—it's packed with examples and explainers that you can't afford to miss.
In this article, we showed you five high-level examples of Twitter business strategies. Put these strategies to good use, and you'll be able to tap into a completely new market to market your products and serve your customers.
You're not just limited to one of these strategies either. Use them in tandem to create your own unique Twitter marketing strategy that's engaging, converting, and drives business back to your company.
But now it's your turn. How does your brand plan to use Twitter in 2019 and beyond? Let us know in the comments below—we're excited to hear from you!
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