Looking to up your Twitter game as we head into the holiday shopping season?
That means that your key messages can get amplified beyond Twitter to much larger audiences, and if you can get it right, this can be a hugely valuable marketing play to boost brand and product awareness.
So what are the key Twitter best practices to note? Here are five tips.
1. Research relevant hashtags
Hashtags are not as important as they used to be, but they do still play a key role in helping to organize tweet discussions, which can highlight how people are engaging in topic-specific elements. As such, it’s worth noting the key hashtags that people are using in your niche.
To assess this, first, you need to get a listing together of hashtags used in your target sector. You can start with general tags that you’re aware of, or those being used by known influencers, other brands, etc.
For this experiment, let’s say we’re selling basketball shoes – using a tool like Hashtagify, you can find info on hashtag popularity, based on usage, as well as related tags.
Research each tag and its related recommendations, build an expanded list of all these examples, then sort that listing by popularity score (based on overall usage), and you’ll end up with a fairly comprehensive collection of the top hashtags used by people tweeting in your niche.
2. Research your target accounts
As noted, on Twitter, it’s less about reaching the masses directly and more about getting your content in front of key influencers who can then help to amplify your message to a broader audience.
Of course, if you can reach the maximum number of people straight up, that’s great too, but again, Twitter’s total audience of 238 million monetizable daily active users is far smaller than Instagram or Facebook, which both see over a billion active users.
With this in mind, what can be a more effective amplification tactic is to research the people, profiles and publications that you want to reach, who can then help to boost your messaging.
How do you do this?
First, you need to research the most influential voices in your niche.
One way you can do this is via Twitter search – you can use Twitter’s advanced search operands, for example, to look up the key profiles in your industry and region.
As you can see in this example, I’ve used some of the top hashtags from the previous step in my search, helping to hone in on the key accounts that are tweeting about my focus topic.
You can also use a tool like BuzzSumo to research top influencers on any topic.
This research will give you a solid listing of the various Twitter profiles that you’d ideally love to get your brand messaging in front of.
You can then dig further into where these profiles are looking, by analyzing who they follow for the latest industry news.
Använder sig av Followerwonk, for example, you can enter in three Twitter handles at a time, and get info on which accounts they follow in common.
Hone in on those accounts, and you’ll get a better idea of which Twitter profiles are viewed as news sources in your niche. Identify any key publications from these lists, and that will provide a clear indicator of which publishers you want to connect with, and ideally, secure coverage from, to get in front of key influencers in your sector.
So again, the idea here is less about reaching potential customers directly via tweet, and more about maximizing exposure through key accounts that can then get you in front of top influencers in your niche.
3. Tweet structure
Now that you know who you’re trying to reach, you next need to understand what works best in terms of grabbing attention, and getting noticed in the busy tweet stream.
Twitter advises that brands should stick to its ‘three C’s’ approach for optimal tweeting:
You’ve only got 280 characters, so you need to be concise, but it’s important to also be clear, and to look to prompt discussion among your audience.
Twitter also published these guidance notes earlier this year:
In terms of content formats, tweets with video see the most engagement, followed by tweets with GIFs, photos than plain text.
And again, hashtag usage can be variable. If you’re sharing a link that you want people to click, then hashtags can distract from that, by giving people more things to click in the tweet. In instances like this, it may be better to not use any hashtags at all, but based on step one, you also have a solid list of the top hashtags, based on usage, to refer to for your experiments.
Twitter also advises that a strong call to action can be effective:
"Be clear and straightforward with your desired action and explicitly say “follow us”, “click to read more”, or “reply with your favorite [insert here]”.
There are variables to this too – it can be overly pushing or promotional to be so direct. But it’s another element to experiment with in your tweets.
4. Best times to tweet
In order to reach the maximum number of people, it’s also worth considering when your target audience is most active in the app.
There are generic best advice notes on this – Sprout Social’s analysis of best times to tweet from earlier this year suggests that Mondays, Tuesdays, Wednesdays, Fridays and Saturdays, between 9 am and 12pm, are the best tweeting times.
But if you want to get more specific, you can analyze individual Twitter handles to see when their audience is most active, including your own, using Followerwonk.
That will give you a clearer idea of when more of your audience is active, or when more of the audience that you want to reach is online, based on your research handles.
Schedule, experiment, and see what results you get based on this insight.
5. Professional Profiles
It’s not a ‘must-have’ just yet, but Twitter’s Professional Profile option is definitely worth also considering to maximize your tweet opportunities.
Twitter made its Professional Profile option available to all brands and creators tillbaka i mars, which enables you to add various business info panels to your Twitter page, including business category, location, contact info and more.
That can add an extra level of credibility to your Twitter presence, along with the additional info panels and tools, which can help to boost brand and product awareness.
Realistiskt sett kommer fler människor att se dina tweets än din profil, så återigen, det är inte ett måste som sådan. Men det kan vara värt att utforska, och eftersom Twitter lägger till ännu fler element till sin Professional-kontosvit kan det bli en allt mer värdefull övervägande för varumärken.
Du kan lära dig mer om professionella profiler här.
Dessa anteckningar hjälper dig att förbättra din Twitter-strategi inför det nya året och dra nytta av viktiga diskussioner och trender, vilket kan ge din Twitter-uppsökande ett stort uppsving.
Men nyckelnoten är hur du ser på Twitter – det kommer inte att ge dig de fördelar som andra appar kan nå direkt, men det kan hjälpa till att öka din varumärkesmedvetenhet och gemenskapsinsatser när de används rätt.
Förhoppningsvis får dessa tips dig att tänka på hur du kan öka din närvaro på Twitter.
Ny rapport visar att unga användare i allt större utsträckning vänder sig till TikTok för nyhetsinnehåll
Amid ongoing concerns about its data gathering processes, and its possible linkage to the Chinese Government, TikTok’s influence continues to grow, with the platform now a key source of entertainment for many of its billion active users.
And it’s not just entertainment, TikTok is also increasingly being used for search, with Google reporting earlier this year that, by its estimates, around 40% of young people now turn to TikTok or Instagram to search for, say, restaurant recommendations, as opposed to Google Search or Maps.
And now, TikTok is also becoming a source of news and information, as more news organizations look to lean into the platform, and establish connection with the next generation of consumers.
That’s the focus of the latest report from the Reuters Institute, which looks at how people are using TikTok for news content, and which sources are playing a role in shaping their opinions in the app.
You can download the full, 38-page report här, and it’s well worth a read, but there are two specific elements that are worth highlighting to help better understand and contextualize the TikTok shift.
First off, there’s this chart, which looks at the percentage of people who are using TikTok for news content in each age bracket.
As you can see, younger users are increasingly turning to TikTok to stay informed of the latest news updates. Which is a significant shift, and not just for news publishers looking to connect with their audience, but also in terms of broader impacts, and how young audiences are staying in touch with the latest happenings.
Which then leads into this second chart:
As you can see, it’s not mainstream news sources that are the primary sources of news content on TikTok, its ‘internet personalities’ followed by ‘ordinary people’, with traditional journalists and publications much further back.
That’s a significant trend, which could reflect a broader distrust of mainstream media outlets, and the information presented in the news as we know it.
Now, younger audiences are more reliant on their favorite influencers to act as a filter, of sorts, to help highlight the news of most relevance – which could be good, in that it facilitates a new angle on the big stories each day. But it could be bad, in that the news they present and discuss is then based on the personal bias of each influencer, which is arguably a less transparent process than mainstream news outlets.
But that also depends on your perspective. Journalists, for the most part, work to uphold standards of integrity in their reporting, in order to limit the influence of personal bias, and present the key information within their updates. But increasingly, many news outlets have leaned into more controversial takes and opinions. Because that’s what works best with social media algorithms – you’re going to generate much more engagement, and thus, reach, with a headline that says something like ‘The President hates farmers’ as opposed to a more balanced report on the latest agricultural policy.
Many outlets have essentially weaponized this, and seem to employ partisan takes as a key element in their coverage, again, in order to maximize reader response, to get people commenting and sharing, and prompt more clicks.
Which definitely works, but it’s this approach that’s likely turned many younger consumers away from mainstream coverage, while the rising use of TikTok overall means that, one way or another, they’re going to get at least some news content there anyway.
Which could be a concern. Again, amid ongoing questions about the influence of the Chinese Government on the app, it seems like it should be a significant consideration that more and more young people are leaning on the app to stay informed about the latest news topics.
De Rapportera also looks at how news publishers are using TikTok, and what specific approaches are driving the most success.
“There’s no single recipe for success. Many publishers use a strategy based on hiring young creators who are native to the platform and its vernacular. This approach has connected strongly with audiences and brought critical acclaim but can make it harder to re-version content for other social platforms. Others have focused on showcasing the assets of the entire newsroom, including more experienced correspondents and anchors, delivering greater scale and flexibility but often without the same personal touch.”
So using platform-native influencers, and those more savvy with TikTok-specific trends, can help to increase engagement and performance. But there’s no definitive TikTok playbook, as such, that will lead to guaranteed, sustained success.
Which, in some ways, is because that’s not how TikTok is built. Unlike other social media apps, TikTok isn’t designed to get you to follow the people and companies that you like, in order to essentially curate your own experience.
On TikTok, the aim is to show you the most entertaining content, from anyone, in alignment with your personal interests, which you express by simply using the app. By expanding the pool of potential content to everybody, that gives TikTok’s algorithms a lot more ways to keep you glued to your feed – but the flipside is that it also makes it much harder for creators and brands to establish a following, and keep their audience coming back, as they can on other apps.
That puts more focus onto each post itself, and how entertaining your latest update is. Which is better for TikTok’s ecosystem in general, but it also means that there are more challenges in maintaining reach and resonance in the app.
That’s true for news organizations, but it’s also true for brands, because you can’t just get people to follow your brand in the app and hope that they’ll then see everything that you post.
On TikTok, it’s a new competition, every day, and if you’re not entertaining, and holding engagement with each update, you’re going to lose, on that day at least.
You can download the full Reuters Institute ‘How Publishers are Learning to Create and Distribute News on TikTok’ report här.
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