This article explores how businesses and professionals can improve their Twitter presence and increase engagement with their tweets. It is a data and research driven look at what it takes to be successful on Twitter.
As the mobile platform continues to become more popular with each passing year, mobile-driven networks like Twitter are becoming even more important for businesses. In the meantime, social media experts continue to work tirelessly to determine the best way to drive engagement, boost SEO results, and ultimately create conversions with tweets.
I’m a huge twitter fan and I actively promote this website on twitter. The screenshot below was taken on February 4, 2015.
Below we will look at six very valuable things to know about marketing on Twitter, and how they can help give your business a competitive advantage.
Use Fewer Words
Keeping your message succinct is of paramount importance for marketing on social media channels, especially when working with Twitter.
This might not seem obvious considering the already existing 140 character limit, but study after study has shown that tweets using as few as 100 characters receive nearly 20% more engagement than those that push all the way to the character limit.
Use Your Weekends
Many Twitter business pages fail to use the opportunity to post during the weekend. That’s understandable, considering how many people don’t want to work through the entire week, but it’s also a terrible decision for anyone who is serious about being successful on Twitter. Engagement is at its highest on the weekend, because that’s when your followers are most likely to use Twitter.
If the idea of posting on the weekend doesn’t appeal to you, you can use one of the many social media management tools to schedule and automate the entire process for you (Check out Hootsuite for example). Tools like SocialOomph can even help you make some of your tweets recurring, which can help you counteract the low shelf life of a tweet.
If you’re a developer (like me) you could even create your own tool to automate your tweets. I plan to write a few articles later (and share some code) about how you could do this.
Use Active Wording
In a 2013 study of the words used in over 200,000 tweets, researchers found that the tweets earning the highest click-through rate tended to use active language. Specifically, tweets that used verbs and adverbs performed much better than those that principally used adjectives and nouns. The lesson here is simple; try to stick to actionable phrasing like “get your discount today” or “receive your bonus” if you want to get people to play along with your requests.
No matter what social network that you’re working with, including a photo with your post will nearly always boost the engagement and click through rate of your content.
The specific advantages may change depending on the platform you’re working with, but on Twitter you’ll find they’re particularly compelling. According to official Twitter estimates, tweets that include a relevant image receive more than double the engagement compared to tweets composed entirely of text.
Related Reading: Twitter Releases “Related Headlines” For Embedded Tweets
Use a Call to Action (CTA)
No matter how talented you are as a writer, the 140 character limit can be seriously challenging to deal with. Those who manage to include a compelling call to action in their tweets will find that the difference in conversions is incredible. The next time you’re working on a tweet, spend a few minutes to figure out how you want your readers to react.
Once you know what want them to do, it’s a cinch to create a simple CTA to encourage them to do just that. Whether you’re asking them to download a document you’ve prepared, retweet your message, or simply follow you on Twitter, a simple CTA is all you need to make your tweets far more effective. Just try to remember that any time you’re asking for a retweet, you have to leave enough space in your post for your readers to add a retweet tag.
Use Relevant Tags
The way people discover new content on Twitter, join conversations, and otherwise navigate through the site is with the use of hashtags. When you tag your content, you’re creating an invitation to the millions of members on Twitter to join you in a conversation. Research has shown that tagged tweets receive nearly double the engagement of their untagged counterparts. Of course, it’s just as important not to over-tag your content, to always keep your tags relevant, and to try and use only one or two tags so that your posts don’t seem like spam.