Social Spotlight: Twitter
Since Twitter changed its algorithm in 2016 from reverse chronological order to showing users the Tweets they’re more likely to appreciate, it is more important than ever to create meaningful content that’s going to engage your target audience.
Twitter’s works to reward brands who create popular content: brands who frequently engage with their followers are more likely to appear on their target audience’s timeline. Here are some tips to help your business’ Twitter account maximise its engagement potential:
Keep it short
With only 140 characters to work with, it’s imperative that you condense your message into a short, sharp and effective sentence.
It’s often wise to focus on one argument or point per tweet, rather than attempting to squeeze in multiple. But even though tweet length is already restricted, it appears that shorter is certainly sweeter in the twitter-sphere: According to Linchpin SEO, tweets with less than 100 characters receive 17% more engagement than longer tweets.
Adding a bold or eye-catching visual to your tweet is a useful strategy to attract attention. It goes without saying, however, that it’s important to include a visual that’s appropriate and relevant to the content of the tweet.
Depending on your brand’s style guide, you can choose from photographs, videos, GIFs or your own graphic to attach to your tweet. Internal data from Twitter states that people are three times more likely to engage with tweets that contain videos or images. Analytics from Buffer show that tweets containing images receive 150% more retweets than posts without any visual accompaniments.
Twitter is the birthplace of the hashtag, and its inception into the Twitter-sphere in August 2007 significantly influenced the way social media users store, organise and search for information. Hashtags in Twitter are used to categorise posts, enabling relevant posts to more conveniently appear in Twitter search.
Hashtags help people to follow specific topics and are very useful in driving traffic online. Statistics on Linchpin SEO indicate that tweets with hashtags receive twice as much engagement than tweets without them.
Connect and interact
Connecting and interacting with like-minded businesses, peers and your target audience is extremely important on Twitter. Retweeting relevant posts not only helps you to expand your network, but also helps you provide other interesting and relevant content with your target audience. It additionally helps you to develop a more rounded and rich online personality.
Responding to customer’s feedback or complaints in a timely manner is also essential to improving engagement on Twitter.
A study published on Search Engine Watch found that more than 70% of Twitter users expect a response from the brand they’re engaging with, and more than 53% expect a response within an hour. When it comes to ‘twitteractions’, time is definitely of the essence!
According to Linchpin SEO, tweets that contain links receive 86% higher retweet rates than tweets without links. This provides an excellent opportunity to not only share your own brand’s posts and articles from other social media channels, but to also share relevant content from sources external to your business.