MARKETING
How to Use It & What Marketers Need to Know
Twitter Topics makes it easier for Twitter users to sift through the roughly half billion tweets published daily and find content related to their interests.
As a marketer, Twitter Topics can help you stay focused on audiences in your industry that fit your customer profile and join in on conversations that make the most sense for you to join.
In this post, we’ll discuss everything you need to know about the platform’s native feature, including:
What is Twitter Topics?
Twitter Topics is a Twitter setting that allows users to select and follow trends they’re interested in from a list of Topics. When a user follows a Topic, more news and related tweets will show up in their regular Twitter timeline.
With Twitter Topics, you can follow topics as well as people that often tweet about relevant topics.
When Twitter launched the feature in 2019, it said Topics was meant to shift the platform towards conversation and away from one-off comments by influencers and celebrities: “Previously, all of the work was on you to figure out the best way to keep up with what’s happening by following certain accounts, searching for it, or looking in the Explore tab for the latest. Now, you have the option of seeing the most relevant and interesting Tweets about what you care about with a single tap, and the conversation will come to you.”
Even though Topics was primarily meant to help individual users get the most out of their experience, it can also help brands build awareness and a following on the platform. For example, posting about topics relevant to your business can expose your tweets to people who follow those topics.
As a marketer, you can leverage the tool in a few specific ways. But, first, we’ll go over the basics of using the feature.
How to Use Twitter Topics
Twitter often suggests Topics based on your account activity, and you’ll natively come across them in your Home timeline. You can click Follow to see related tweets if it suggests a topic of interest.
The second way to access Twitter Topics is to navigate to your feed and click More, then Topics.
If you haven’t followed any topics before, you’ll see a welcome message explaining the feature. If you already follow Topics, they’ll appear here.
If you click Follow some Topics, you’ll see a list of the most popular Twitter Topics, like “Entertainment,” with plus signs next to them that you can click to follow.
Clicking on the plus sign will also display a drop-down menu of more niche but related topics.
When you follow Topics, your Twitter feed will show posts algorithmically pulled in from your Topic preferences. To follow more Topics, you can simply return to the Topics page and click “Follow more topics.”
Some tweets in your feed will sometimes offer a “See more about this Topic” pop-up, which includes a call to action to follow a related topic.
You can also search and follow a Topic using Twitter’s search bar, as seen in the photo below:
To unfollow Topics, return to the Topics page, click Follow more Topics, find the Topic you’ve followed, and click unfollow.
Four Ways Marketers Can Leverage Twitter Topics
As mentioned above, there are several ways for marketers to leverage Twitter Topics. We’ll discuss these below.
1. To follow topics related to your industry to stay informed.
Following Topics related to your industry helps you stay on top of trends that are important to your customers and might impact your business.
The more up-to-date you are on current events and conversations, the more you’ll know about your audience’s delights, habits, work-life, and pain points. And, having this information helps you keep your buyer personas up to date.
In addition, when you know what your market competitors are talking about, you’ll get a glimpse into possible future innovations, trends, or challenges that you should look out for, helping you stay on top of industry trends instead of falling behind.
2. To discover and follow accounts or thought leaders in your industry.
Topics helps you discover thought leaders and brands that often discuss insights and ideas about your field.
If you monitor the Topics you follow and notice similar accounts or people having conversations, it can well serve you to check out their profile to get a sense of the content they share. By doing this, you’ll also discover trends and insights in your industry, and their content may also teach you how to optimize your Tweets so you can get in on the conversation.
3. To create content or tweets related to trendy Topics in your industry.
If there’s a Topic that’s currently buzzy that strongly relates to your business, jump in on the conversation.
If users of one of the Topics you follow are talking about a common pain point that your product or service solves, posting about that pain point can help you draw your audience’s attention and educate them about how you can solve their needs.
4. To discover trending hashtags and optimize your own tweets with them.
Hashtags are one of the best ways to optimize your tweets and use popular keywords to gain visibility on the platform.
You can leverage Twitter Topics to discover trending hashtags related to your brands’ offerings and use them in your own tweets to generate brand awareness and position yourself as a source of authority.
Embracing Trendy Topics on Twitter
Twitter is a solid platform for topical and trend-based discussions. Topics will help you zone in on what people are talking about on the platform so you can join in on the conversation with relevant insight and conversation.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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