I hate to be the one to break it to you, but the reason Twitter users are clicking your links isn’t because they have a burning desire to engage with your brand.
The click-through is a very transactional metric: you are promising your Twitter audience something valuable at the other end of the click. They are enticed by what you are offering, and how you are framing it.
Read on to learn five techniques for getting your Twitter audience where you want them to go, whether it’s your site, a partner’s site, or a news site that you think will interest your target Twitter user.
Offer Something…But Don’t Be Too Specific
To date, @TalbotsOfficial has 9,980 followers on Twitter. This Tweet received 4,986 Bitly clicks and over 19K potential impressions.
The number of users who clicked the link was greater than half of Talbot’s Twitter audience. What is Talbots doing well here? The brand does a fantastic job of offering the possibility of reward, but not telling its social audience exactly what this reward is. For that, they have to click through.
One Image as Entry Point
In this successful Tweet from @Athleta, the workout apparel brand promises access to a brilliant new world of items to purchase with one gorgeous image that showcases the gear while making the landscape the true star of the show.
This Tweet received 649 Bitly clicks — nearly triple the average number of Bitly clicks between October 7-November 7. It also drove an impressive amount of engagement — nearly 19 times the brand’s average engagement during this time period — proving that this tactic is worth a try for your brand, too.
In What Context?
Give Twitter users a taste of wisdom within your field in the form of an influencer quote, but give it to them out of context.
This kind of curiosity will drive serious click throughs, as with this Tweet from @BarneysNY which drove the most Bitly clicks on original content for the brand between October 7-November 7.
Fit Content to Need
This Tweet with a link to a Huffington Post article did incredibly well for Anytime Fitness.
That is because the fitness club brand knows its followers well, and what they will want to see: validation of their hard effort in the gym and further information about why their efforts are worth it. This Tweet received 3,471 Bitly clicks, about 1,000 times the amount of Bitly clicks that the average Anytime Fitness Tweet received during the same time period (October 7-November 7.)
This Tweet from Sierra Nevada Beer is rather enigmatic. Since Sierra Nevada Beer isn’t necessarily associated with space exploration, it was probably a bit puzzling — and thus click-enticing — to the brand’s follower base.
By surprising your Twitter audience with content usually not associated with your brand and refusing to explain the whole picture in your Tweet, you’re much more likely to get Twitter users to click where you want.
Want to Learn More About What you Should be Doing on Twitter?
Check back on Tuesday, when our Q3 Twitter Study debuts, to find out how the best marketers in the biz are behaving on the 140-characters-or-less network.