Social Content That’s Irresistible to Tweet
Is Twitter really dying? If you’re in marketing and communications, you’ve probably heard the rumor going around for some time. Even the recent elections and Trump’s penchant for 3 a.m. tweets seemingly failed to reignite user growth for Twitter. In fact, it only grew by 2 million users worldwide in its fourth quarter (with no growth in the U.S.) — compare that to the new 72 million users Facebook garnered over the same period.
But it’s no time to fret. Last year, Twitter repositioned itself as a news platform according to its blog. It’s less for sharing baby pictures and more to share current world and industry events. Less to track someone’s birthday, more to track when your favorite artist finally released their latest single.
Seeing Twitter this way changes the game entirely and makes it clear that there is still a place for Twitter in brand awareness and marketing. I recently heard the bright minds behind Andrew and Pete (@andrewandpete) at Social Media Marketing World (SMMW ’17) in San Diego, who understood this nuance and wanted to help everyone create content that was irresistible to the Twitter-verse.
Their high level message was that Twitter is often misused, giving the impression that it’s failing. But it’s not Twitter’s fault. We should stop falling for the usual suspects we think may lead to success. Don’t blog about everything, don’t promote tweets expecting instant ROI, don’t pin just any tweet, don’t hashtag everything, don’t use automation for all your processes — the list goes on.
The problem with Twitter is that it’s become spammy and automated. It’s a nuisance. In 2017, we’ll have to break through this barrier to effectively use and create re-tweetable content.
Here are 5 ways to get more mileage from your tweets:
- Focus on Brand Advocacy: It’s important to remember that some people share your content simply because they like you. When fostering brand advocates, do personal things for key followers. This could be done by replying with a personal DM or video message from a brand account. For instance, Indian Motorcycles effectively engaged a customer by reposting a customer’s image and then going as far as paying a month’s bike payment. The customer became a brand ambassador for life. In the end, it’s about questions that lead to conversations, which then foster relationships and sales.
- Be Emotional: We need to stop using social platforms mechanically and think about the emotions you can evoke purposely. Twitter may be full of bots, but it doesn’t mean you and your followers should be the same. The goal is to avoid being “vanilla” by providing emotionally arousing content — think gifs, images, video, etc. You want your followers to react to your content.
- Quantify Coolness: Social Currency! Social media heavily revolves around how the retweeter would look like when they repost content. Think about brands like Dos XX, Red Bull or Chubbies, whose entire marketing scheme is more about the message and activity than the product itself. No one posts something they think will paint them in a negative light. So reverse engineer this process and make people feel cool.
- Align with a Cause: Aligning your brand with a broader cause or message consumers are passionate about could be a boon for sales. Think Dove commercials or Always’ Run Like a Girl campaign for video. On Twitter, Uber took on drunk driving with its #LeaveTheKeys hashtag, which essentially translates to #BookAnUber. But remember, it has to be REAL and RELEVANT to your target demographic.
- A Compilation of Greatest Hits: Ultimately, all the strategy in the world will be for naught if the caliber of the content is subpar. The more useful, the more shares you are going to get. In essence, every single piece of content should be GREAT! Generating a constant stream of high-value content can sound daunting, but it can be simpler than you think. It doesn’t even have to be about your product or service. Instead, it can focus on helping solve the problems your target consumer demographic is facing or just simply entertain them. Think of all those great memes and one-liners Taco Bell has been behind.