With the recent changes to the Twitter timeline, it’s more imperative than ever for brands and businesses to make the best possible content. Here’s some tips direct from Twitter HQ with some of my thoughts attached!

“Good copy and creative content has always been the key to engagement, but with Twitter’s recent algorithmic timeline update (Finnish blog and English blog), it’s even more important now – the better the content, the more people will engage, and the more prominently your tweets will show in users’ timeline. Twitter has some tips on how best to stand out from the rest of the pack (timeline).

  • Define the voice of your business. Plan and understand your message and how best to deliver it. Messages that resonate with the audience will be engaged with more. The example of woot.com shows a brand that is light-hearted and funny – a tone and style that fits well with the targeted audience.

<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>ATTENTION EMPLOYEES: employee of the month once again goes to the 5th floor vending machine</p>&mdash; woot.com (@woot) <a href=”https://twitter.com/woot/status/692753219743784967″>January 28, 2016</a></blockquote>

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  • Know your audience. Similar to the previous tip, know who your audience is and utilise Twitter Insights to understand them and their interests. Twitter’s example is NEST, a pension scheme, that has used insights to know that a key interest amongst its’ audience is football.

<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>Don’t rely on the grandkids to buy your season ticket for you. <a href=”https://twitter.com/hashtag/NESTPension?src=hash”>#NESTPension</a> <a href=”https://t.co/4UoqCoCu1c”>https://t.co/4UoqCoCu1c</a> <a href=”https://t.co/nRbuxoLIwS”>pic.twitter.com/nRbuxoLIwS</a></p>&mdash; NEST (@nestpensions) <a href=”https://twitter.com/nestpensions/status/700630690266685443″>February 19, 2016</a></blockquote>

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  • Tap into important events. Plan ahead and identify events that are linked to your brand or branding/marketing strategy. This could be everyday things such as certain meals, cultural events like Valentine’s Day, or things such as sporting events relating to specific teams, competitions or tournament finals.
  • Draw your audience in with rich media. Attract user’s attention with creative and interesting videos, GIFs, photos and emojis. According to Twitter, people are three times more likely to engage with tweets that contain videos and photos … and who doesn’t love emoji?!
  • Use hashtags to help people discover your business. #hashtag – everything is hashtagged now, so don’t force it, but if you’re going to use hashtags, be consistent and tag things such as key brand and product names, as well as popular hashtags that will enable other user to easily find your tweets and engage – such as #throwbackthursday.
  • Respond to tweets. An obvious but key one here. Respond to users, whether that be from questions, general comments, positive reactions or criticisms. People that have taken the time to mention you will feel more valued, and you may go a long way in resolving issues and restoring brand faith in those that may have complained for some reason. You can also easily switch over to DMs for potentially longer conversations .
  • Celebrate you advocates. Content can also come from your fans and advocates in the form of great tweets, fan art or creations, or even great and funny reviews – such as the example used by Twitter from the app Locometric Room Scan (below). Retweeting positive comments, reviews and comments can also help to increase brand and customer loyalty and advocacy.

<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>This may be our favourite review so far. Please be careful using RoomScan in small villages everywhere. <a href=”https://t.co/55F2cahNk5″>pic.twitter.com/55F2cahNk5</a></p>&mdash; Locometric RoomScan (@Locometric) <a href=”https://twitter.com/Locometric/status/695916123443875841″>February 6, 2016</a></blockquote>

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Check out Twitter’s own thoughts and examples for all of their tips on their blog.”