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What Services Should I Offer As a Copywriter?

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What Services Should I Offer As a Copywriter?

What Services Should I Offer As a Copywriter?

Copywriters are a rare breed of freelancer. Not only do we have extensive knowledge of marketing but we geek out on the principles of human psychology, and have a flair for the written word in a way that allows us to sell in a cool and sophisticated way…

And because of that… we tend to sort of be good at… a lot of things? Or at least that’s what your clients probably think.

If you think about it, sometimes the actual role of a copywriter can get a little fuzzy at times. With clients expecting you to act as a copywriter one day, a content writer the next day, and a full-blown marketing strategist the day after that!

So the question is this: where do you draw the line?

As a copywriter, what jobs should you actually be doing?

Well, the great thing about being a freelance copywriter is that you can offer whatever you want… or don’t want to do!

When I started my business I often offered additional services above and beyond copywriting to get my foot in the door. Today, any clients who hire my agency get copy and consulting, that’s it.

So while your goal might be to get to a point where ALL you do is write words in documents and send them over to your clients, it’s entirely possible to expand your job scope to gain experience and build client relationships.

So in this article I’m going to be breaking down the common roles and responsibilities that a copywriter fulfills, BUT I’m also going to share the additional services that you can take on as a copywriter…

To not only better serve your clients, but to also put more of dat money in your pocket!

Hey Posse, it’s Alex! Coming at ya this week with another blog by request!

My DMs are typically full of messages from my community and I often get asked these TWO questions…

The first typically comes from people who haven’t taken the plunge into copywriting just yet, and are wondering what exactly it is that a copywriter does…

And the second comes from relatively new copywriters who are dealing with clients that expect them to be a jack-of-all-trades, and they’re wondering what exactly they should be doing…

So if you fall into one of those two categories… then leave me a comment up below, because this blog is for YOU.

And if you’re new to the crew – WELCOME! I put out a new marketing, copywriting, or mindset blog every single week. So leave your email below to get more articles like this one.

So if you’ve ever wondered what a copywriter actually DOES or what freelancing services you can offer clients as a beginner copywriter, here are 16 ways you can start making more money in your business.

Take out a pen and paper, and get ready to write down the ones you vibe with the most. And if you’re a business owner, looking to hire a copywriter – then I’m going to share you with my Copywriter Job Description—to make your search for a copywriter as easy (and seamless) as possible.
Ok I’ve broken these services down into 3 categories, and the first is, of course…

1. Copywriting Services

Okay, so this first category is the list of services that actually fall under a copywriter’s job description (in my opinion). This is what savvy clients, who actually understand what you do, may expect you to do for them.

Now before you get too overwhelmed with the list I’m about to go over, please keep in mind that this is YOUR copywriting business. And you DO NOT have to offer all of these assets if you don’t want to.
Ads

This can include digital ads like the ones you see on Google, Facebook, and Instagram, video ads like you see right here on YouTube, or even printed ads that you might see in Newspapers and on Flyers.

The main purpose of digital ads, of course, is to get a CLICK. Now with ads (all forms of copywriting actually), it’s very important to remember that your headline, and the first few sentences of text, are the MOST IMPORTANT THING to get right.

Because in the age of ‘the scroll’ you simply have to master the art of crafting compelling hooks. All great ads grab attention with a powerful hook.

Email Marketing

Yep, it’s exactly what it sounds like. Emails sent to a list of subscribers with the sole purpose of marketing something – although great email campaigns should also add a lot of value and focus on building rapport with the list.

So depending on your client’s needs, they may ask you for different types of emails like autoresponders, an indoctrination sequence, sales emails, content emails, affiliate emails or re-engagement emails—as a copywriter you can add all of these to your list of services…

BUT as a copywriter, your job is to only WRITE these emails. You do not need to be the one to load these emails into your client’s email sending software unless you WANT TO. I have never offered this to a client because it’s tedious and technical and you never want to be the one that actually sends an email draft to the entire list.

Landing Pages

It’s like a sales page… but WAY shorter and used for the main purpose of lead generation. So if the #1 job of your ad is to convert eyeballs into clicks, the #1 job of a landing page is to convert more clicks into leads. You want to motivate & inspire a prospect to enter their information (typically first name and email) in exchange for a “Free High-Value Promise” or what is more commonly called a lead magnet.

Sales Pages

And the BIG ONE. This is what I like to call your moneymaker… because not only is this the page that’s going to make your clients the most money and profit in their business…

But it’s the page that’ll get YOU paid the most money to write!

The copywriting magic needed to turn prospects into paying customers is where persuasion, psychology, and major writing swagger come into play.

In my opinion, ALL copywriters need to master this skill—it’s what sets us apart from other content writers.

Now if you’re a copywriter or business owner, looking to write a high-converting Sales Page that will get you paid, and keep clients and prospects coming back to you for more and more…. and more. Then make sure to check out my 5 Day Write & Ignite Challenge, where I teach you the exact proven sales page formula that I personally use in multi-million dollar launches.

Home Pages & Website Copy

This is what I refer to as branding copy or authority copy! While conversions are still important on your main homepage, your brand message is EVERYTHING. Your home page is the first thing that people see when visiting your website so you gotta make a great first impression! The goal of a Homepage is simple: to create trust, build authority, and offer next steps.

About Pages

With more and more audiences seeking out products, coaches, and businesses that share their same values, well-written About Pages are a great opportunity to share a brand’s story, vision, mission, philosophy, and what makes them different.

It’s your way of answering the question – yeah, but who are you… really?

As a copywriter, you can offer this a service to any client that doesn’t already have an About Page OR you can offer to revamp any About Pages that are dull and less than inspiring.

And – in case you were wondering – your job as the copywriter is to simply write these pages (same with landing pages, sales pages, and websites) and not actually BUILD them.

Promotional Videos & Video Sales Letters

Remember what I’ve been saying over and over again to you guys?! VIDEO IS THE FUTURE!

In fact, 87% of video marketers say that video gives them a positive return on investment. So it’s safe to say that… yes. Video marketing is indeed where it’s at! Says the girl who spends HOURS making video content every week.

Promotional videos are used for the purpose of promoting a specific marketing initiative, event, or product. They are typically short, sweet, and to the point. The copy part of promo videos will include the video’s titles, subtitles, any copy that’s used as visual elements throughout the video, and of course the SCRIPT.

And it’s important to remember that although copy is only PART of what makes a great promo video, up to 85% of Facebook videos are watched without sound. So making sure that the copy you have in your video subtitles is essential in boosting your conversions.

Another type of video marketing that requires copywriting skills is VSLs – or video sales letters! Video sales letters are similar to written sales letters except they are written scripts, rather than a written page.

Again, your job as the copywriter is to simply WRITE the video scripts and ancillary copy – not actually produce the videos!

Product Descriptions

Product descriptions refer to that short little blurb of text that describes what a product is, what it does, and WHY someone should buy it. It’s incredibly common in e-commerce stores where copy space for products is limited.

But a common mistake that I see made ALL of the time is a boring product description that just… describes the product. You know, all features and no benefits.

Great product descriptions need to go deeper than the boring left-brain need-to-know stuff.

You want customers to read your product description and think… Wow now that’s cool/interesting/unique/smart/funny! I gotta get it!

Alright that covers the bases of copywriting services. Now let’s move onto a different service package you can consider offering for your clients…

2. Content Writing

As a professional copywriter, you’ll find that A LOT of businesses will ask you to do some content writing for them as well…

And just like picking and choosing your copywriting services, you can and should use your own discretion on whether or not you will offer content writing for your clients as well.

While copywriting is the art of crafting words for the sole purpose of conversion… Content writing focuses more on engagement, education, and brand awareness.

And there are various forms of content writing that you can choose to include in your services, but I’m just going to cover the 5 big ones that will be most beneficial to your clients…

Social Media Captions

Social Media is a HUGE part of most brands and businesses’ marketing strategies these days, and if it’s not already, then it definitely should be.

Because Social Media is where the majority of the population is hanging out on a day-to-day basis.

Globally, over 3.6 billion people use social media… and that number is expected to increase to 4.4 billion by the year 2025.

And handling your client’s social media captions and content is a great way to get your foot in the door with a client that you really want to work with. Just remember that the main purpose of social media is to connect and engage with the audience… So you should always be providing value in the form of either education, entertainment, or inspiration.

Blog Posts

I mean come on… everyone knows the power of blogging. Blogs are one of the best ways to get ranked in Google searches and optimize your SEO. But the thing is… most busy business owners just don’t have the time (or energy ) to pump out blog posts on a consistent basis.

And that’s where YOU can step up and offer your services. As a minimum, you could offer at least 1 blog post a week, and of course, go up from there!

Newsletters

These are the weekly, bi-weekly, or monthly emails that get sent out to a list of subscribers. The purpose isn’t to sell or promote anything directly, but rather to build rapport, trust, and credibility. And most importantly, CREATE A SENSE OF COMMUNITY.

Because one thing is for certain in this day-and-age… customers don’t stick around with brands that they don’t feel connected to on some level. So if your clients don’t already send out consistent content-rich newsletters to their mailing list, then they are missing out on a huge opportunity to cultivate a loyal following – and BOOM – guess who can help them out with that?….

Content Videos

Content videos are a MASSIVE way to build a loyal following and brand. I know because I grew my entire business with content videos!

And yes, like promotional videos, all content videos start out as a script or, at the very least, a loose outline! Because even though they are personal and conversational, you still want to make sure your content videos are informative and valuable and follow a framework!

Not to mention the need to craft compelling headlines and convince viewers to watch, like, and subscribe.
So as a copywriter, you can absolutely offer content video scripts to your list of services!

SEO

Aka search engine optimization. Essentially, SEO is focused on improving the visibility of your website by getting it to rank higher in search engines.

Now, this is something that I get asked ALL of the time… Alex, do I NEED to know SEO as a conversion copywriter?

And the answer is no…

I mean I straight-up tell my clients that I’m not an expert in SEO. I literally know nothing about it except the general basics of how it works. And it’s not something that interests me enough to study and become a master at.

So I always recommend that my clients work with an SEO specialist if they are looking to optimize their websites in that way.

But, but BUT… that doesn’t mean you can’t add SEO to your list of services if you know what you’re doing!

SEO copywriting is common in particular industries and niches so do your research and find out if it’s something you WANT to consider mastering.

I mean, killer SEO strategies with high-converting copy sounds like a winning combination if you ask me.

So if you want to take things one step further and add SEO onto your list of services that you offer to clients, you definitely can.

But you’ll want to make sure that you know more than “just the basics” if you’re calling yourself an SEO specialist.

The good news is, the best SEO secret in the world is to write copy and content that is valuable, creates authority, and gets people to stay and engage with your page or website – which as a copywriter you’ll already know how to do. Alright, now the 3rd category of services you could offer is…

3. Marketing Support

If you REALLY want to beef up your packages (and the money you have coming in), you may want to consider offering marketing services to your clients as well.

Offering additional marketing support can make you invaluable to your clients because they’re basically getting a unicorn – someone who can write, strategize and implement.

Of course, there’s a whole slew of services that you could offer under this category… but let’s just cover the basic 3 that most copywriters could easily transition into offering.

Community Management

A major part of writing in business comes down to communicating with followers, subscribers, and customers via email, membership sites and social media. Customer support was the first role I had at Mindvalley so if you’re looking to get your foot in the door with a brand you’d LOVE to write copy for, why not offer community management as a service to showcase your writing ability?

Funnel-Building

If you have a more technical flair and you’re familiar with online tools like GrooveFunnels, ClickFunnels, Kajabi, or others, you can add funnel-building to your list of services! This is essentially CREATING the pages and sales funnels you are writing. This can be a highly valuable service that will save your clients from having to hire someone else OR spend hours doing it themselves.

Marketing Consulting

This is something you might start to offer after you’ve been in the game for a while, and have developed a pretty solid understanding of the world of marketing.

A marketing consultant is an advisor and strategies who works with companies to create and design marketing campaigns.

As a marketing consultant, you could help to create detailed marketing plans, determine a business’s marketing message, and identify the right marketing mix to most effectively get your client’s message out to the masses.

Remember, as a copywriter, you really are the best of both worlds… word nerd meets marketing master.

So pick and choose the services that resonate the most with you.

And never forget the value you bring to the table.

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How to optimize your online forms and checkouts

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How to optimize your online forms and checkouts



Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?

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About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.


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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.

Conclusion

If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?

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Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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