Discover the intricacies required to forge a triumphant pursuit of X (Twitter) marketing strategy and captivate a discerning audience on one of the globe’s most magnetic platforms.
In the realm of Twitter, now officially deemed X, marketing continues to wield its significance for numerous brands, despite the exodus of major players from the platform in 2023.
Twitter stands as a sanctuary for a predominantly male audience, with the largest age group falling between 25 and 35. Should your target demographic align with these traits, embracing X (Twitter) marketing is paramount for your social marketing blueprint.
Even if your audience diverges from the predominant Twitter demographics, there are still valuable enclaves of engagement awaiting discovery on the platform.
In this discourse, glean insights from seven social marketing maestros along with a comprehensive array of up-to-the-minute Twitter marketing benchmarks, intricately crafted to assist you in formulating an efficacious strategy of your own.
Key Takeaways
– X (Twitter) marketing involves employing the social network to elevate a brand through a blend of organic and paid content.
– Twitter boasts a predominantly male audience, with the largest age group between 25 and 35 years old.
– The key to an effective Twitter strategy lies in comprehending your audience, speaking their vernacular, and producing compelling content that maintains engagement, nudging interactions like likes, comments, and retweets.
What is X (Twitter) marketing?
X (Twitter) marketing embodies the use of the social platform X to elevate a brand through organic social content.
X serves as a fully public, text-centric platform accentuating the value of engagement and interaction. Hence, a thriving Twitter presence necessitates a distinctive approach distinct from marketing strategies on alternative social platforms.
Affiliate marketing on Twitter
Leveraging Twitter for affiliate marketing entails channeling traffic to affiliate links, often utilizing UTM parameters, across the platform. Twitter stands as the fourth most prevalent social network for affiliate marketing, trailing behind Facebook, Instagram, and Pinterest.
Twitter influencer marketing
Twitter influencer marketing encompasses collaborative initiatives with content creators to amplify your products or services to their Twitter audience. Despite being the fourth most sought-after platform for influencer marketing, following TikTok, Instagram, and Facebook, Twitter’s utilization for such campaigns has plummeted over the last two years. Is this an emerging trend to navigate? Or does it present an opportunity to venture into a less congested marketplace? Testing is imperative to unveil the answer.
Six tips for a savvy Twitter marketing strategy
1. Cultivate engaging, “Twitter-first” content
Posting a link in a Tweet is facile, yet it doesn’t necessarily equate to a prudent approach. Forge a content strategy encapsulated within the X platform inspiring retweets and fostering user retention.
“The secret ingredient of a successful brand presence on X (Twitter), in my opinion, is to create content that keeps people on the network,” accentuates Nick Martin, a social media marketing luminary at Tipalti.
“The majority of Twitter users eschew interruptions to their scrolling and swiftly bypass CTAs prompting them to ‘learn more in this blog post,'” Martin elucidates. “Craft content that aligns with Twitter’s trending formats. Repackage blog posts into videos, GIFs, threads, or images.”
Condensing an entire blog post into 280 characters or an image or GIF can be formidable. X threads offer more space for content to breathe, yet the challenge lies in distilling your content into a single Tweet, a feat worth embarking on. Infographics and GIFs serve as instrumental tools to convey copious information within confined spaces, fostering reshareability.
In need of assistance while transmuting a blog post into a Tweet? Explore how OwlyWriter AI seamlessly scans your blog post or alternative content on your webpage, generating an engaging social post expeditiously.
2. Ensure your profile exudes eminence
An on-brand, seasoned X profile conveys a commendable first impression. Contemplate how optimizing every facet of your Twitter profile fortifies your brand and enlightens audiences.
Handle. Your Twitter account name serves as a beacon for audiences to discover you on X. Ensuring consistency across social media platforms and incorporating your company name is generally advisable.
Profile photo. Your profile picture adorns every tweet you dispatch. Opt for your logo or wordmark and adhere to the specified dimensions.
Header image. Your header image garnishes your profile page, furnishing a venue to spotlight ongoing campaigns, dispense information, or offer insight into your company ethos.
Bio. Your X bio serves as a testament elucidating your identity in 160 characters or fewer.
URL. Encompass your company’s website or the latest campaign link (remember to update when necessary).
Location. Designate your business’s location or maintain an omission if boasting a global presence.
Verification: As of April 2023, the revered blue verified checkmark exclusively accompanies the paid X Premium subscription. To obtain verification, your account must be comprehensive and active, featuring a confirmed phone number while abstaining from misleading or spam-like behavior.
Pioneer inventive expressions within your X profile, mirroring your brand’s tone and voice. For instance, Wendy’s injects a hint of whimsy into the location field:
Professional Services/Consulting
Post impressions: 10K
Audience growth rate: -2.36%
Post engagement rate: 0.69%
Post link clicks: 14.96
Technology
Post impressions: 42K
Audience growth rate: 1.02%
Post engagement rate: 0.93%
Post link clicks: 109.85
Travel/Hospitality/Leisure
Post impressions: 44K
Audience growth rate: -0.91%
Post engagement rate: 0.85%
Post link clicks: 140.36
Bonus: Do Twitter marketing best practices apply to Threads?
Threads emerged as Meta’s retort to Twitter, but do conventional marketing best practices extend to this platform?
The verdict remains inconclusive, though some brands are savoring premature victories on Threads. The crux appears to revolve around adhering to an engagement-centric ethos prioritizing followers. The denizens of Threads anticipate a response and are more inclined to linger if gratified.
Threads remains in an experimental domain for now. Amassing 175 million monthly active users as of Q2 2024 (contrasted with 611 MAUs on X), the Threads audience continues to burgeon, usurping TikTok from its three-year hegemony as the most downloaded app in 2023.
When formulating your Threads strategy, bear in mind that the primary reasons users adopted Threads were its perceived fun essence and the allure of exploring a fresh social media platform. Embrace this spirit of lighthearted experimentation while adapting your X (Twitter) content marketing for this nascent platform.