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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.

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.

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.

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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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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