Once upon a time, the novelty of social media platforms like Twitter meant that you could get away with posting pretty much anything, and get guaranteed replies. This stands in stark contrast to how Twitter works nowadays – if your tweets are not sufficiently engaging, your Twitter marketing campaign will simply fizzle out.
So what constitutes engagement on Twitter? In simple terms, Twitter engagement is the amount of interactions you receive for each of your tweets. More specifically, Twitter engagement is the sum of factors such as likes, retweets, replies, mentions, follows, to name a few. Fostering Twitter engagement is essential for raising brand awareness, getting in touch with your audience, and selling products and services.
Now that we’ve brought you up to speed concerning what Twitter engagement is, it is time to go over some tips on how to achieve it as well. Below you will find a selection of tried and tested tactics that are guaranteed to keep your followers invested.
Add Visuals to Your Tweets
According to a study that Twitter itself has conducted and published way back in 2014, tweets that include photos gain 35% additional retweets compared to those that consist solely of text. The same study also claims that tweets with videos earn 28% more retweets, and this number is likely higher in today’s video-centric online climate.
The human brain is inherently more adept at processing visual stimuli, which is why we are more inclined to pay attention to images and videos when we are presented with them. This makes perfect sense when you consider that visuals can contain much more information than text.
While these facts may tempt you to overload all your tweets with visual content, bear in mind that there is such a thing as too much images and video. Communicating in pictures can be seen by some people as juvenile and unprofessional, so try to find a balance between images and text.
Start Asking Questions
People sometimes seem to forget that Twitter is a two-way channel of communication. Using tweets to inform audiences about your brand is well and fine, but you can achieve much higher engagement rates by creating a dialogue. And the paradigmatic way to do this since ancient times is to pose your audience a question.
The question doesn’t have to concern your brand directly. It can be related to a topic that’s relevant to your business niche, or the locale your company is operating from. It can also concern a recent event that might be of interest to your audience.
As you probably already know, Twitter has a built-in option for creating polls, so try to make use of it. Also, don’t forget to log your questions, as well as the answers you’ve received – their usefulness for creating content in the future can’t be stressed enough.
Provide Calls to Action
Engagement for its own sake is a valid goal for individuals looking to have an enjoyable time on socials, but companies should have something else in mind when creating social media campaigns. Ultimately, building engagement is about driving people to become customers somewhere down the line.
In the context of Twitter, this means that each post you make should guide your followers down the conversion funnel. This is achieved by including carefully chosen call-to-action phrases in each of your tweets. Questions are one example that we’ve already mentioned, but there are numerous others as well.
CTA phrases work best when they are accompanied by links. So for example, if you are talking about a new product or service you have on offer, be sure to provide a link towards your ecommerce store. The same logic applies if you are trying to get your audience to download an ebook, subscribe to a newsletter, or sign up for a webinar.
Tweet on a Regular Basis
Building engagement is not just about what you tweet. A well-crafted tweet might net you a bunch of likes, retweets, and replies, but if you don’t follow it up with more, the excitement will quickly subside. In other words, to win at Twitter, you have to play the long game.
What this means in practice is that you need to stick with a content calendar. Your tweets should come out at regular intervals, and in a sufficient number in order to maintain a sizable audience for extended periods of time.
Your tweets should also be consistent in tone. If you tweet something serious one day, and follow it up with memetic images the next, you will cause a mood whiplash in your audience, which is the antithesis of engagement. Figuring out when to post what takes time, and signing up for a social media training course can’t hurt either.
Twitter is one of the best tools at your disposal for raising brand awareness, acquiring customers, and establishing yourself as an authority in the digital space. However, these goals can only be achieved if you manage to keep your Twitter engagement levels high at all times, a task which can be made significantly easier if you follow the tips we have outlined above.