As a social media company, we send between 170 and 200 tweets every week. We’re always trying to make our content better, so it’s important to look at what we’re doing well – so we can do it again.

Here we analyze one of our top-performing tweets of early 2018 and explain why it was a success. But first, the tweet itself…

This tweet performed very well with 145 retweets and 296 likes. @Moyens I/O’s average. Here are six key elements that make him successful.

1. Timing

For this tweet, March 24, 2018 was clearly the Earth Hour date. We chose to post at 1:15 PM because after running a series of tests, we found that Saturday was the best time to tweet.

Our recommendation? Take tests to determine the best tweet time for your brand.

2. Engaging image

For our Earth Hour tweet, we posted a simple image with useful information for attending the event: the date and time.

If you take a look at Moyens I/O’s Twitter feed, every tweet posted contains an image. We do this not just because images stand out in a feed, but because the media can add more context and information to your posts.

3. Correct user(s) tagged

We took care to label World Wildlife Fund Because Earth Hour is their organization’s initiative.

When you tag a user (like another brand or influencer), they can respond with a @mention or retweet if the content is relevant to them and their audience (which they should). This type of endorsement from a Twitter user with a similar audience to yours can get you new followers very quickly.

Just be selective about who you tag. Interested in your event or announcement? Can your audience understand attribution? The answer to both questions should be “yes”.

4. Short copy

Our tweet gets straight to the point: join Earth Hour by pulling the plug. There was no overstatement, no jargon (just simple words!), and no clear call to action.

The shorter the tweet, the better. Note that most people scroll through their feeds quickly. While you technically have 280 characters to play with, you should use as few words as possible to convey your message.

We’ve tested it over and over in Moyens I/O and found that keeping tweets short is better for clicks and shares.

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5. Speech tone

At Moyens I/O, we aim for a light and conversational tone on social media. We kept this tweet simple, using emoji to replace all words like love, world, and peace. This keeps the message short and sweet and also adds some personality.

Don’t be a robot. Put a human voice behind your Twitter handle. Try to sound like you would on the phone or in a face-to-face conversation.

We’ve chosen #EarthHour to mark a cause we believe is important to our audience. And as a certified B Corporation, the movement is aligned with our own brand values.

Hashtags are a great way to make your content more discoverable. It helps you appear in more searches, making it easier for potential followers to find you. The key to using the right hashtag is knowing your target audience and what will resonate with them.

Compose the perfect tweet and check its performance with Moyens I/O. From a single dashboard, you can schedule, publish, track all your posts and share the results with your team.

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