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Pro Tips: Twitter Provides Insights into How to Maximize Your Tweet Marketing Approach

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What’s working on Twitter right now, and what are the best ways to maximize your tweets to help boost your branding and sales efforts?

The platform is going through a period of change, with the addition of new features like Spaces and Fleets (RIP), and a bigger focus on creator monetization, with a view to increasing engagement and audience retention in the app.

At the same time, Twitter is also exploring new eCommerce options, while video consumption on the platform continues to rise.

Amid all of this, what are the key ways in which you can boost your Twitter performance?

To get some direct insights on this, we recently spoke to Adam Ilenich, the Global Community Manager for Twitter Marketing. Here are Adam’s notes on some of the key questions facing Twitter marketers today.

Q. What ad/promotional elements are seeing the best response on Twitter right now?

AI: One of the products we’re seeing great response to is Twitter Amplify, our premium, brand-safe and measurable video solution. It enables brands and small businesses to connect with key audiences around interests that matter to them.

A recent study we conducted, found that ads paired with premium video served in-feed delivered 2.2x higher brand favorability and 1.7x higher purchase intent versus the same ads on non-feed premium platforms. Twitter Amplify achieves this by pairing brands with top-tier, timely publisher video content to reach their target audience, and helps extend a brand’s reach to incremental audiences.

Another format we’re seeing a great response to on Twitter is Carousel Ads. This format helps marketers drive people to their website or app through multiple images or videos – all within a single ad.

Twitter Carousel Ad example

Carousel Ads can seamlessly transition through various products, highlight specific features, or tell a brand story that develops across two to six Carousel cards.

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Q. What’s the key to an effective marketing strategy on Twitter? 

AI: Twitter is what’s happening, and what people are talking about right now, and as we mentioned in our latest letter to shareholders, we’ve seen more and more people turn to Twitter to talk about what matters to them. They’re passionate, influential, and oftentimes the first to try, buy, and share new products. 

The best way to connect to your brand’s audience on Twitter? Through the power of conversation. 

On Twitter, it’s the conversations people are having that make the platform what it is – and as it turns out, conversation also makes Twitter such a powerful tool for brands and small businesses.

Here are two reasons why:

  • Real results – Driving conversation on Twitter can make your media investment worth it. One Twitter study showed that just a 10% rise in conversation led to a 3% increase in sales volume for at least one brand in the study.
  • Influence – We already know that Twitter is where the public conversation is happening, and where people are ready to engage with brands. But our research shows that, on average, investing in paid media on Twitter can drive a 131% increase in conversation about your brand.

Simply put – conversation matters for brands. 

Q. What’s the most common mistake you see brands make with their Twitter approach?

AI: Trying to blend in.

Blending in is a great way to avoid critique or feedback from your audience. But here’s the catch: by blending in, you won’t stand out.

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The quick, conversational nature of Twitter makes it the perfect place for brands to shine as their most authentic, human-sounding selves. For example, @McDonalds serves up what we’re all thinking, @Xbox wins at internet culture, and @alexa99 brings its quirky AI personality to the timeline. 

Each of these brands has created a unique voice and tone that they’re now known for, and each has built a loyal following on Twitter.

Don’t underestimate the qualities that make your brand unique and authentic, because it’s those very qualities that will help your brand break through on the timeline. 

A few tips for creating your brand’s authentic voice: 

  • Figure out the guardrails for what you won’t say; flex within that structure to strike the right chord
  • Use the words, phrases, and sentence structure your target audience uses
  • Dial up the qualities that are unique to your brand
  • Dial down industry jargon or a tone that’s too formal
  • Test and iterate to find out what approach performs the best

Q. What’s a good example of a brand that’s achieving strong results with Twitter marketing?

AI: There are lots of brands that are succeeding and reaching their goals on Twitter.

One of our favorite examples is Ford, which turned to Twitter to announce their big move to electric vehicles. With the #F150Lightning Reveal on Twitter, Ford aimed to not only create aspirational awareness, but also drive impactful adoption by re-inventing their most popular and trusted truck to be the smartest, most powerful F-150.

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Ford created a Livestream Reveal moment on Twitter that captured the country’s attention and shifted perceptions about Ford and electric vehicles. Ford’s Live Event inspired confidence in the shift to EVs, made a statement about the future and showcased Ford as a leader in the EV revolution. 

Their #F150Lightning Reveal livestream drove 4.5M live views and has accumulated over 1.15B impressions to date from conversations on Twitter.

Q. What would be your top tip for someone starting out with Twitter marketing?

AI: Visit Marketing.Twitter.com to learn the tips and tricks that’ll help your brand succeed on Twitter.

We publish new content each week with three main themes: 

  • Insights – proprietary data to help you understand the power of Twitter for your brand
  • Inspiration – examples of best-in-class campaigns from global brands
  • Perspective – thought leadership from subject matter experts and industry leaders

Whether you’re looking to dive deep on Sports marketing or creator content from our ArtHouse team, we’ve got you covered with dedicated destinations. Or if you’re a small business getting started and want to learn how to grow your brand’s presence on Twitter, check out Business.Twitter.com

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China accused of interference as Australia PM’s WeChat account vanishes

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Australian Prime Minister Scott Morrison opened his WeChat account in 2019 ahead of Australian elections that year


Australian Prime Minister Scott Morrison opened his WeChat account in 2019 ahead of Australian elections that year – Copyright NO BYELINE/AFP STRINGER

Australian Prime Minister Scott Morrison’s WeChat account has disappeared, prompting accusations of Chinese “interference” from senior members of his government Monday.

Morrison’s account on the Chinese social media app, which was launched in February 2019, appears to have been replaced with one titled “Australian Chinese new life.”

WeChat is the overwhelmingly dominant messaging and social media platform in China, where Western services such as WhatsApp, Facebook and Twitter are blocked.

There was no immediate comment from Morrison but a senator from his ruling centre-right Liberal Party accused Beijing of being behind the change.

“What the Chinese government has done by shutting down the prime minister’s account is effectively foreign interference in our democracy,” James Paterson told 2GB radio on Monday.

Paterson called on Australian politicians to boycott WeChat in response.

According to the account’s about page, the “Australian Chinese new life” name was registered on October 28, 2021.

But the account has posts dating back to February 1, 2019, including Morrison’s first, which reads: “I’m very happy to open my official WeChat account”.

AFP has contacted WeChat’s parent company Tencent for comment.

Morrison first launched his WeChat account to communicate with Australia’s sizable Chinese-Australian community ahead of elections in 2019.

That year, Morrison was asked by reporters whether there was a risk his account could be censored by the Chinese Communist Party.

“We haven’t experienced any such censorship,” he said.

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In December 2020, WeChat removed a post from Morrison that defended Australia’s investigation into allegations of war crimes perpetrated by Australian soldiers.

The post also criticised Chinese foreign ministry spokesman Zhao Lijian, who had tweeted a fake image of an Australian soldier holding a knife.

The last post on the “Australian Chinese new life” account is from July 9, 2021.

The Daily Telegraph reported Morrison has been locked out of his account since then.

All of the posts on the “Australian Chinese new life” account relate to Australian government announcements or messages from Morrison.



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TikTok’s Working on a New, Opt-In Function to Show You Who Viewed Your Profile

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TikTok's Working on a New, Opt-In Function to Show You Who Viewed Your Profile


I’m not entirely sure what value this might bring, but TikTok is reportedly working on bringing back the option to see who viewed your profile in the app over the preceding 30 days, which would provide more transparency over user interest.

As you can see in these screenshots, uncovered by app researcher Kev Adriano (and shared by Matt Navarra), TikTok looks to be testing an opt-in functionality that would enable you to see who’s checking out your TikTok profile, while users would also be able to see when you’ve checked out their profile as well when this feature is switched on.

Which TikTok used to have, as a means to increase connections in the app.

TikTok profile views notification

As you can see here, TikTok used to provide a listing of people who’d checked out your profile, with a view to helping you find others to follow who may have similar, shared interests. TikTok removed the functionality early last year, amid various investigations into its data sharing processes, and with several high-profile cases of TikTok stalkers causing real-world problems for platform stars, it made sense that it might not want to share this information anymore, as it likely only increases anxiety for those who may have concerns.

But I guess, if stalkers wanted to check out your profile they wouldn’t turn the feature on, so maybe, by making it opt-in, that reduces that element? Maybe.

I don’t know, I don’t see a heap of value here, and while I can understand, when an app is starting out, how this sort of awareness might help to increase network connections, I’m not sure that it serves any real value for TikTok, other than providing insight into who’s poking around, and likely increasing concerns about certain people who keep coming back to check out your profile again and again.

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Maybe there’s a value for aspiring influencers, in reaching out to potential collaborators who’ve checked out their stuff, or maybe it works for hook-ups, if that’s what you want to use TikTok for, which is why the opt-in element is important.

But much like the same feature on LinkedIn, mostly, it seems pretty useless. I mean, it’s somewhat interesting to know that somebody from a company that you’d like to work for checked out your profile, but if they did, and they didn’t feel compelled to get in touch, who really cares?

There is a limited value proposition here, in that getting in touch with those who did check out your profile could result in a business relationship, similar to the above note on potential collaborators on TikTok. But I’d be interested to see the actual percentage of successful contacts made is as a result of these insights.

I can’t imagine it’s very high – but maybe, if you give users the choice, and they explicitly opt-in, there is some value there.

Seems like stalker tracking to me, and potential angst and conflict as a result.

There’s no official word from TikTok as to whether this option will ever be released at this stage.





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‘Flurona’ is a great example of how misinformation can circulate

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'Flurona' is a great example of how misinformation can circulate


This transmission electron microscope image shows SARS-CoV-2—also known as 2019-nCoV, the virus that causes COVID-19—isolated from a patient in the U.S. Virus particles are shown emerging from the surface of cells cultured in the lab. The spikes on the outer edge of the virus particles give coronaviruses their name, crown-like. Image captured and colorized at NIAID’s Rocky Mountain Laboratories (RML) in Hamilton, Montana.
Source – NIAID, CC SA 2.0.

In early January, Israel confirmed its first case of an individual infected with both the seasonal flu and COVID-19 at the same time, authorities reported. The two infections were found in an unvaccinated pregnant woman who had mild symptoms.

At the rime, the Times of Israel said, “Some reports suggested this marked the first such dual case in the world, but reports of patients with both flu and COVID-19 surfaced in the US as early as spring 2020.”

And it was the Times of Israel that helped the story to go viral by using a catchy, made-up name – “flurona” – and reporting that this is the “first” such case in the country, which some people read as the first case ever.

One news outlet went about amplifying the anecdotal report into “a new nightmare to keep us awake at night.” All the hype over this supposedly new and nightmarish disease did nothing more than fuel the amount of misinformation already bogging down social media platforms.

Scientific American suggests that physicians and scientists just don’t seem to be able to get the right message across to the public about what is real, what is treatable, and what is downright false.

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Yes, you can catch the flu and Covid

Let’s look back a bit to the start of the pandemic. In March 2020, hospitals were being overrun with patients. At that time, COVID testing was still rather sluggish and expensive. So doctors often ordered several tests for patients, trying to identify — or eliminate from suspicion — other possible infections.   

And yes, any number of patients were found to have not only COVID-19 but nearly 5 percent of patients tested had another viral respiratory infection, too. At first, doctors worried more for these patients, whose immune systems were fighting two battles at once. 

“What we found was actually that patients who had Covid plus another infection — they had lower rates of inflammation in their body and were less likely to be admitted to the hospital,” said Dr. Sarah Baron, a physician who helped author a study in the Journal of Antimicrobial Chemotherapy to describe the findings.

While the study was small in the number of patients involved, it may offer an intriguing look at how one virus suppresses the effects of another – something called viral interference.

Researchers have known about viral interference since the 1960s when a group of scientists noticed that a live vaccine against polio and other enteroviruses also seemed to protect against unrelated viral respiratory diseases like influenza.  

For the week ending December 25, 2021, the U.S. Centers for Disease Control and Prevention reported that 6.2 percent of people tested for flu were positive, and 1,825 people were admitted to U.S. hospitals with flu that week.

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So I would suggest to everyone that first – remember there are many reliable news sources on the Internet. Secondly, if a story you read sounds outrageous, take a few minutes to research it. You may just find out how inaccurate it may be.



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