As of late, marketers love to talk about the various changes happening on Twitter. From the new algorithmic timeline to the announcement of Moments, Twitter is constantly being discussed, critiqued, and analyzed.
Regardless of what you think of some of the latest changes, the reality is this:
- There are 320 million monthly active users on Twitter
- 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall
- Twitter is the 2nd-most-used social network by B2B marketers
Twitter gives marketers an opportunity to connect with a vast audience and drive meaningful and measurable results. Over the past few years, many brands and organizations have been able to differentiate themselves by embracing Twitter and building meaningful relationships with their customers. As they achieve success, it’s easy to rely on the old habits with the expectation that they will forever serve you.
10 Social Media Trends You’ve Been Ignoring
As Twitter has evolved, the tactics we’ve known to drive optimal success have also changed. The best practices that were wildly adopted in 2010 are not exactly the same practices that should be leveraged today. While tactics like content curation and the use of visual content are still relevant, some tactics are no longer worth implementing.
In this blog post, I’m going to share with you some of the tactics that have been found to drive results but are still often overlooked.
That’s a tongue twister.
Of all the features on Twitter, the retweet was one of the most influential in forever changing the way people use Twitter. This is what most consider to be the very first retweet:
Retweets are a way to pass along a tweet from someone else to the people who follow you. In the early days of Twitter, the only way to retweet was to copy and paste the tweet, mention the user’s Twitter handle and include “RT” at the beginning of the tweet.
Some still use this approach, but it’s quickly becoming retired. There are now two types of native retweets that are built directly into Twitter’s platform.
There’s the pure retweet:
And there’s the quote retweet:
Finally, there is the “Re-Retweet,” when you take a tweet that you retweeted a few hours ago, un-retweet it, and then retweet it again. This tactic allows the content to resurface in the feed of your followers, giving it a second wave of life.
Bump Tweets with Threading
After spending a few months on Twitter, it’s likely that some of your favorite tweets are no longer relevant. Some studies have found that the first 18 minutes of a tweet’s life is the most important.
Recognizing that there are more than 300 million people using Twitter, it’s possible that a portion of your followers will not be online at the time of that tweet. Of course, you could schedule that same tweet to be shared later, or you can use a tactic I call Tweet Bumps.
A Tweet Bump is when you take an existing tweet:
And reply to it without mentioning your own handle. Doing this creates a threading effect, as you can see here:
This tactic bumps the old tweet into your timeline, along with the new content. In the example below, you can see that there’s consistency in the topic being covered in each of the tweets:
This is the best practice, as it ensures relevance.
Use Tweet Storms
Another approach for leveraging the power of threading is Tweet Storms. Daniel Rakhamimov defined it like this:
A Tweet Storm is a rapid series of tweets that are successively related to each other, but also part of a bigger underlying idea or point.
The difference between a Tweet Storm and a simple Tweet Bump is the purpose. A tweet storm happens live and is a series of tweets that all link back to one another. In many cases, a tweet storm is a series of ideas that could make for a very short blog post or article.
Here’s an example of a tweet storm in the wild:
When creating a Tweet Storm, it’s important to add numbers so users can keep track of where they are in the storm.
Upload Multiple Images
Tweets that include images tend to generate more engagement than those that don’t. Twitter confirmed this fact with their own data finding that tweets that included photos averaged a 35% boost in retweets.
In 2014, Twitter rolled out a feature that gave users the ability to upload multiple images. While the feature has been around for over a year, single photo uploads are still the most popular photo upload, but multiple images can work very well.
Rather than uploading a handful of separate tweets with photos, this functionality allows you to upload multiple images at once. A tactic that some brands are finding success with as it relates to multiple images is asking their followers, “this or that?”:
In the tweet above, Sports Illustrated shares two separate images, one with SI covers with Kobe Bryant and another with covers of Lebron James.
Another example of this in action can be seen in this shot:
In this tweet, the user is asking for opinions on multiple shots, and generates more than 500 retweets as a result.
Wrapping Things Up
Like any social network, the best practices for driving results are going to continue to evolve over time. The key is to understand this shift and embrace the need to evolve your thinking consistently.
My hope is that you can use these underutilized tips and tell your own story more effectively. I’d love to hear what you think, or if there are any other tactics you feel are underrated. Send me a tweet on Twitter or leave a comment below.