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Successfully Advertising on Twitter



When it comes to advertising, Twitter is one of the most useful platforms in the world of social media. This is because of Twitter’s tremendous number of users--396.5 million people--all of whom translate to potential customers for your business’s growth. If you have a business, you should consider advertising on Twitter. If you’re wondering where to start, keep reading this article! We will go over some basic tips for a successful Twitter advertising campaign below.

Set a Goal


What are you hoping to accomplish with your Twitter ad campaign? What are your goals? Do you want to generate more leads? Are you hoping to drive more traffic towards your website? Do you simply want more followers for your account or accounts?  These are just some of the questions you should be asking yourself before starting a campaign. Additionally, it is imperative to know that Twitter has set campaign objectives tailored toward meeting specific advertising needs. There are three categories of needs and eight sub-categories, they are:

Awareness

  • Reach

Consideration

  • Video views

  • Pre-roll views

  • App installs

  • Website traffic

  • Engagement

  • Followers

Conversion

  • App re-engagements

You want to make sure that you know your exact goal so you can select the correct ad campaign objective. Ask yourself, “How do my goals relate to Twitter’s campaign goals?” Once you have answered that question, you will be ready to move forward.

Who are your customers?


An important thing to do during a Twitter ad campaign is to identify who your customers are. How old are they? What is the gender ratio? Where are they from? Using tracking tools like Twitter’s analytics tool can help you uncover this information. There are other tools like SparkToro, which can find even more details like the websites that people go to and what kind of podcasts they listen to. Additionally, make sure you are watching what kinds of things your audience posts. Analytics does a lot, but it doesn’t hurt to have a human eye watching trends. 

Consistency is key


To gather an audience on Twitter, you must post. That is non-negotiable. So, when posting your ads, make sure to post frequently and consistently. You want to post at least three to five times a day. The most important thing, however, is to be posting every day. Remember that between 12 P.M. and 3 P.M. is the best time to post and that Wednesdays and weekends are the most fruitful days for B2C advertisers. 

One thing to note is that, if you are struggling with your tweet schedule, you can always schedule tweets in advance. Directly from the Twitter ad page, you can schedule the date and time you want your tweet to be posted. For instance, if you have other things to prioritize on weekdays, you could sit down on the weekend and schedule your tweets a week in advance, allowing you to free up the time you need for your other tasks. According to Twitter, you can schedule your tweets up to a year ahead of time. So, get tweeting!

Keep it brief


One of the core foundations that Twitter is built upon is its short character limit. As of today, that limit is 280 characters. But just because that is the limit, it does not mean that you should be making tweets that long. When it comes to advertising, the more concise, the better. The ideal length for a tweet is around 100 characters; this range has been found to have the highest engagement level for Twitter users. According to Fast Company, “…medium tweets have enough characters for the original poster to say something of value and for the person retweeting to add commentary as well.”

When it comes to things like hashtags, be sure to be mindful of how many you use. If you are going to use any hashtags at all, use very few, and be strategic. This is because you can potentially direct traffic away from your business depending on which ones and how many you use. And remember--hashtags aren’t required. What you want to focus on is using the right keywords.

Test! Test! Test!


One thing that is an absolute must is A/B testing. You don’t need a lab for this. While there are various ways to A/B test on Twitter, the basic principle behind it is this: You create two different tweets and use Twitter analytics to see which tweet performs better. You can do two tweets with the same call to action and a different image, or vice versa. The goal of A/B testing your tweets is to see which tweets are successful and which should be disposed of. By using A/B testing, you save yourself valuable time and resources by not banking it all on a futile campaign.

An image goes a long way


The final point we will make in this article is to use an image. Think about the average Twitter user. The short character limit allows you to quickly scroll past posts, and that is exactly what people do. When concocting a Twitter ad, you must remember that the average user may spend as little as a second looking at your ad, so you want to make sure it pops. 

Using an image is a great way to get people to engage with your tweets. Use something eye-catching and unique. A stock photo is not going to cut it. You want something special for your brand. Think about the short amount of time people may spend on your tweet and ask yourself, “What kind of image would make my average customer stop scrolling?” When you create your image, try to create one that answers that question!

In conclusion


To make your Twitter advertisements thrive, there are quite a few things to keep in mind. You want to know what you’re setting yourself up to do, who you’re working with, and what aspects you need to create a successful tweet. These are just some tactics to keep in mind. Regardless, Twitter is one of the best, if not the best, social media platforms that your business can have a presence on. So, create a plan and get to advertising!

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