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3 Ways to Improve Brand Communications on Twitter

by: Finella Kristle Panlilio

Friday, September 19, 2014 |

There’s something different about the way companies are tweeting these days. There seems to be a marketing trend used by brands and the change is too large to go unnoticed. Brand communications on Twitter are improving.

Here’s a quick recap of the way brands have embraced and used Twitter in recent years:

  • In 2010, only 10% of all tweets came from brands.
  • In 2012, Twitter had 500 million registered users and major brands were buying in, but the learning curve was steep and mistakes were made in terms of customer service interactions.
  • By 2013, brands were posting tweets four times more than they were in 2012, with 10 of the most-followed brands tweeting every six to 20 minutes.

And now, it seems like the transformation of brands from skeptics to Twitter enthusiasts intent on making an impact is finally complete.

This doesn’t mean that brands don’t still make blunders, though - both with regard to the content of their posts and how they respond to consumers. But, look closely and you’ll also find an abundance of high quality content, savvy strategies, and engaging ads that show brands are attaining a maximum level of competence.

There are brands that entice their followers by having adopted the popular weekly custom and posting archived photos with the hashtag #tbt (or #throwbackthursday).

For cable and satellite television channels like AMC, filling their feed with videos and images works - their timely and high-impact posts highlight the best of their programming content. AMC’s Promoted Tweets are also powerful and memorable examples of visual marketing. Then there are motor companies like Hyundai, which has not only mastered the art of the hashtag, but has built an entire campaign around it, too. By bringing their custom hashtag to Twitter, they managed to inspire countless fan tweets around the campaign.

Brands that have found their social media marketing niche have helped redefine the way Twitter is approached. While Twitter is viewed as a customer service tool, it’s also used to broadcast company news, a channel for digital creativity, and many brands are making it their home.

How to improve brand communications on Twitter

Here’s how you can do the same:

  1. Demonstrate an understanding of the Twitter ecosystem by leveraging Twitter trends like the #throwbackthursday hashtag. It shows a playfulness that consumers can relate to and presents the opportunity to publish noteworthy photos. Unearth interesting old content, give it new relevance, and extend its life online. It’s the best way to employ Twitter-based brand storytelling.
  2. Rich tweets, collages, multi-photo tweets - these are some of the best ways to get consumers’ attention. According to a report by Twitter, photo tweets from verified accounts result in a 35% boost in retweets on average, while including a video URL can increase shares by 28%. Add calls-to-action to your visual tweets to encourage users to reply or visit your links.
  3. One of the best ways to use a custom hashtag is by linking it to current events. However, there’s always the fear of having it misappropriated and misused with humiliating results. Make sure that your custom tag is well-crafted and supported by a solid campaign strategy. This helps elevate a concept and expand its reach. Also, to make it an ideal fit for Twitter, give your custom hashtag a mass appeal - use language that resonates with your audience.


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