How To Advertise On Twitter Effectively – Twitter has evolved from a place for people to share their ideas to a powerful marketing platform that allows brands to speak to their audience in real time. With over 321 million monthly active users, it’s easy to see why businesses continue to use Twitter after all this time. But it is no longer enough to tweet periodically about the latest trending topic.
Like any other social media platform, marketing success on Twitter requires strategic planning and intentionality in keeping your audience engaged.
How To Advertise On Twitter Effectively
We discuss the best ways to use Twitter to market your business, engage with your audience, and use the platform to achieve your overall social media goals.
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At first glance, it may seem like the only way to use Twitter is to just show up and start tweeting. While you want to be prepared with plenty of content, there are some strategies that successful businesses use to stand out on the platform and use it to their advantage.
Let’s explore some Twitter marketing tips that any brand can use to get the most out of the platform. If one of these strategies catches your eye, jump straight to it with these links.
If you already have an existing Twitter profile, the first thing you need to do is perform a Twitter audit.
Take stock of what’s working and what’s not on your Twitter profile by in-depth review of your Twitter analytics. Twitter analytics tools help you by allowing you to:
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Finding out which tweets are performing best will give you an idea of the type of content your audience is most interested in seeing. You can use this information to create strategies that maximize the reach and engagement you get on your tweets and give your audience what they’re looking for in your content.
One way to audit your Twitter profile is to manually review your analytics. Do this by logging into your Twitter profile, navigating to your Twitter Analytics dashboard, selecting the “Tweets” tab, and exporting your data for a specific date range.
If you use Sprout Social to manage your Twitter profile, you can access your Twitter Analytics along with your other social media data in Sprout’s Reports tab.
Audiences on Twitter are looking for brands that tweet authentically and stay true to their voice. It can be easy to jump on the latest trends to appeal to the masses on Twitter, but don’t do so at the cost of losing your brand’s voice. While your Twitter presence can be more playful and casual than LinkedIn or Facebook, it should be authentic and consistent with your overall brand voice.
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Wendy’s is one brand that has nailed its brand voice on Twitter, while remaining true to its brand. They aren’t afraid to have a little fun with current trends while staying true to who they are as a brand.
Summer looks like a tall glass of peach lemonade here. pic.twitter.com/UBkCPue70C — Wendy’s (@Wendy’s) July 25, 2019
A compelling brand voice is essential, but don’t jump on trends just to stay relevant. Twitter users are especially astute when brands are dishonest in an attempt to gain attention.
Tweets with hashtags get almost twice as much engagement as tweets without hashtags. That’s an interesting statistic, but it doesn’t mean you should load up your tweets with every hashtag. Hashtags are a great way to expose your brand to a new audience who may be interested in what you have to say. Some brands create hashtags for specific campaigns and use that hashtag to tag individual tweets or encourage their audience to share tweets with that hashtag.
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On Black Friday 2014, Kohl’s made history with its #KohlsSweeps Twitter contest, generating tons of engagements from excited shoppers. Participants were encouraged to answer trivia questions about recent pop culture events for a chance to win gift cards and other prizes. During the week-long Twitter campaign, Kohl’s generated more than 450,000 engagements on its Twitter page, saw more than 370,000 Twitter mentions and more than 255,000 potential impressions.
The success he found during that campaign inspired him to create a similar campaign every year to draw attention to his profiles and encourage followers to interact with him on Twitter.
Kohl’s wants to help you cross one more thing off your to-do list by delivering your favorite Black Friday deals right to your door! Just tweet @Kohls using #KohlsBlackFriday + 🎁 + #Giveaway and tell us what you’re most excited about the holiday for a chance to win. pic.twitter.com/ydPhDm8YXF — Kohl’s (@Kohl’s) November 29, 2019
For those times when you can’t think of what to post, Sprout’s Trending Report helps you monitor hashtags, trending topics and influencers in your industry on Twitter.
How To View Other Brands’ Ads On Facebook And Twitter
Using paid ads on Twitter is a great way to reach your audience more directly than waiting for organic reach. Promoted Tweets can expand your reach faster.
They also allow people to find your profile, even if they don’t follow your brand or hashtag. When you use Promoted Tweets, your Tweets display a timeline of people who share interests with your audience. You pay a monthly fee for as long as you want to post Promoted Tweets. Users can interact with Promoted Tweets the same way they interact with organic content.
The only difference is that promoted tweets are flagged so that users transparently know that it is a paid ad.
Use promoted tweets to advertise your competitors’ pricing features. Ads are true to their brand and not overly promotional. In fact, they encourage users to go to their website to find the best insurance rates, even if they don’t use Progressive.
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Sprout’s ViralPost™ feature analyzes your audience’s activity and also chooses the best time to share updates based on when your followers are most active.
Although tweets stay on your profile forever until they are deleted, Twitter moves so quickly that something you tweeted 30 minutes ago may be invisible to your followers. According to a study by Wiselytics, the average lifespan of a tweet is 24 minutes. Tweets only receive about 75% of their potential engagement within three hours of posting. This makes posting consistently and at the right time on Twitter the key to success.
If you’re looking for our results on the best times to post this year, check out our full report on the best times to post on social media across networks and industries.
Tweets like these, happening at the right place at the right time, can generate massive engagement and virality. But tweets of the moment are the exception to the rule. Most of your tweets should be deliberately timed in advance for maximum reach.
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Knowing the right time to tweet makes scheduling a constant stream of tweets more manageable. It’s important to be as consistent as possible on Twitter. Best practices recommend tweeting at least once a day. Some brands tweet 15 times a day to stay in front of their audience. Best practices can vary across industries. So it depends on your resources and social media strategy to determine how often you can create and post new content on Twitter.
It helps to use a platform like Sprout to visualize when to post your content to ensure that posts come out consistently and at the best time.
Another way to create interaction with your followers is to ask questions. You can do this by polling directly on Twitter or by simply asking a question and retweeting people’s responses.
The Glossier’s Into the Gloss blog regularly poses questions in the form of a Twitter poll asking its audience questions about their skin care routine. This gives audiences insight into popular opinions on skincare and provides brands with valuable research information they can use in their content.
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Try using the Twitter scheduling tool to stay on top of your content schedule. Just don’t know what to post? Here’s our guide on what to tweet.
Twitter is all about creating a two-way communication channel with your audience. It’s important to create content that encourages your audience to engage with your tweets. You also need to make sure that you are engaging with people who are personally tweeting about your brand. If someone mentions your brand or replies to a tweet, make sure someone is responsible for responding to their message in a timely manner. Many support companies use Twitter to ask questions. So having a dedicated community manager to handle these requests will help prevent responses from falling through the cracks.
Asana diligently monitors their Twitter mentions and responds to every mention they receive. It doesn’t matter if it’s an urgent question or a general compliment. They make sure their users know they’re paying attention to what they’re saying.
Sprout’s Suggested Answers feature lets you create predefined answers to the most frequently asked questions on social media. They can then be further edited for a personal touch, but they give people
Brands Using Twitter Effectively
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