During a time when video content and long-form captions have become non-negotiable for growing an audience on most social media platforms, the simplicity of sharing your ideas in 280 characters or less can feel quite refreshing. This easily explains why Twitter has maintained its popularity over the past 15 years, with more than 396.5 million users worldwide and 21% of adults in the U.S. active on the platform this year alone.
While engagement has increasingly become a major struggle for business owners who want to leverage social media to grow their online audiences, Twitter is proving to be a gold mine of opportunity because it is less about creating the most eye-grabbing graphics or the most entertaining videos as it is about being able to express your thoughts and engage in dialogue with fellow users instantly. As a result, Twitter has become the go-to social media platform where like-minded individuals connect over shared interests or rally together in support of causes they care about. In this blog, we will share how businesses can get their start on Twitter and the many benefits of this platform.
Twitter is where the phenomenon of virtual watch parties began back in 2014 when fans of ABC’s TGIT (Thank God It’s Thursday) TV lineup, which included “Scandal,” “How to Get Away with Murder,” “Grey’s Anatomy,” would watch together and tweet their reactions in real-time.
It’s also the epicenter of social change. For example, #BlackTwitter, a corner of the internet where Black people bring awareness to social issues with hashtags like #BlackLivesMatter and #OscarsSoWhite or engage in dialogue about prominent moments in Black pop culture. It’s also the home of Feminist Twitter where the #metoo movement got its start.
These movements are proof that Twitter’s ability to create genuine connections between people is undeniable. When brands can tap into the power of Twitter effectively, they not only increase their brand awareness, but they cultivate a highly engaged brand community of their own.
Many industry-leading brands have become huge Twitter success stories because they’ve mastered the art of encouraging two-way dialogue with their audiences.
Wendy’s is a perfect example. Their tweets garner thousands of likes and retweets because of the humorous, edgy and playful tone they use to engage in conversations with their superfans, as well as their competitors.
How many fingers am I holding up? Just one… for the $1 hot & buttery Breakfast Biscuit.
where the things that should be fresh are frozen, and the things that should be frozen are out of order. https://t.co/eO6UPCi5qr
Who else has a "normal person voice" they use when they pull up to order at the drive-thru?
Taco Bell takes a similar approach. They’ve developed a reputation for joking around with fans who Tweet at them and for their hilarious interactions with other popular brands.
We just really love this attitude. 😎
While Jetblue doesn’t quite take the same comedic approach to its Twitter strategy as its fast-food counterparts, Jetblue is known for using Twitter as a platform to provide customer service.
What has led all of the brands to achieve such great success on Twitter is the way they think beyond promoting their products and are using the platform to genuinely engage with their customers. For any brand looking to tap into the growth potential on Twitter, this is the primary factor of success.
Ready to start building your audience on Twitter? Here are a few simple tactics to get you started.
As with all social media platforms, to grow an active and engaged following, you need to consistently share content that your audience can look forward to. Aim to tweet at least 2-3 times per day.
For many users, Twitter is a go-to source for staying in the know about news and trending topics. Intersecting your brand into these conversations is a great way to make your brand discoverable. Check the ‘what’s happening’ section of Twitter to see what conversations are trending at the moment and, if they are relevant to your brand, be sure to tweet about them too.
Twitter is about creating connections, so remember - don’t just talk “at” your audience, talk “to” them! Actively monitor conversations happening among your ideal audience and contribute to them in a meaningful way. Retweet posts that you think your audience would be interested in seeing and add your own point of view.
Growing an audience on Twitter is as much about what you say as it is about how you share it. On Twitter, your words are everything, and you don’t have many to spare. It’s essential that every tweet is crafted intentionally to get your audience’s attention, position your brand authority and encourage two-way dialogue.
Here’s how to make the most out of your 280 character count by crafting compelling tweets:
The overall tone of Twitter is casual. So, while it’s important to maintain your brand voice, you want to make sure that your tone is conversational and welcoming. Avoid using unnecessarily long words or jargon that no one understands. Not only will it eat up your character count, but it will make it difficult for your audience to connect with the main point of your message.
Remember that your character count is limited, so make every character count! Think of every tweet as a logline that is supposed to provide a summary or overview of your main point. Identify the core message and any context that is needed for them to understand, engage or take action. Write out what you want to say, then remove any extra words that aren’t necessary for you to get your point across.
SEO (Search Engine Optimization) is huge on Twitter. Be sure to always use keywords that can help your audience find what you have to offer.
Twitter’s simple but highly engaging format, which is focused on building connections and encouraging two-way conversations, makes it the social media platform with the most potential for sustainable growth right now. By following these tips, you’ll be equipped with the tactics you need to grow your brand community!