Twitter’s getting a fresh new look. For brand marketers, that means its time for an audit.
Last week, Twitter announced that they’re shaking things up and totally revamping profiles. The new look is definitely more visual, causing quite a stir amongst Facebook fanatics. These Facebook fans aren’t wrong — Twitter’s going photo-friendly and we can’t say that we’re surprised.
In our recent study of the top brands in the world, we found that photos on Twitter have been outperforming all other link types. It’s clear that Twitter’s redesign is a response to what they already knew, which is that people love visuals. So, what does the new profile look like and how can you prepare your brand for the switch?
One of the new features included in Twitter’s redesign is the “Best Tweet” feature. Now, your top Tweet will be displayed much larger than the others in your feed. As you can see in the FLOTUS’s example, that enlarged top Tweet really jumps off the page. Make the most out of this opportunity! Do your best to plan your top Tweet. Look back at which copy, tone, and photos have worked the best for engagement in the past, then use your findings to inform content packaging that you want to get a little extra love.
Another feature Twitter’s bringing to the table is “Pinned Tweets.” Pinned Tweets will operate a lot like Facebook’s Pinned Posts, allowing you to pin a Tweet to the top of your feed. As opposed to the new “Best Tweet” feature, this is something you, as the Twitter handle owner, can control. So, how can you pick a Tweet to pin from hundreds? My recommendation would be to pick strategically, based on your campaigns and engagement. At the bottom of our Twitter Account Report, you can find a list of top Tweets by engagement. Let’s say I’m Home Depot and our current campaign is the #HDGameday. I would scroll to the chart (or even break it out in Excel if you’re feeling bold), and look for my most engaging Tweet using that hashtag.
As you can see, the 5th Tweet on the list is perfect! It includes the #HDGameday hashtag and averaged a ton of engagement. This way, once I pin this Tweet to the top of my profile, I have strong stats to lean on and it’s relevant to what my brand is currently working on. Voliá!
“Filtered Tweets” isn’t exactly a new feature, but it is getting revamped and will be used way more often thanks to the redesign. Now users can choose which timeline to view when checking out a brand’s handle. There are three options:
That second one is really important. Viewing photos / videos already exists, but it doesn’t look anything like the new view pictured left. On the off-chance that you’ve been Tweeting some ridiculous GIFs or YouTube videos at some of your super fans, you might want to go through this section and make sure that everything is brand-appropriate. This section is going to be one of the most used elements of the redesign and you want your brand to shine for all the right reasons!
So…How do you think the new profile will affect user engagement on Twitter? Are images all they’re cracked up to be when it comes to driving engagement? What are you most looking forward to in the redesign? Let us know in the comments below!