Top Twitter marketing strategies you don’t want to miss in 2016
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Latest Twitter marketing trends
Moving into the mass market
It’s no secret that techies make up a substantial portion of Twitter’s user base and they have been struggling to appeal to more mainstream users. But Twitter’s latest strategies to make itself more familiar to social media users may just turn that around. In fact, a simple change in UI design that swapped their “favourite” icon from a star to a heart has already driven up user engagement by 6% in one week.
Increased focus on video
The public’s general preference for video has not gone unnoticed by Twitter. Their shift to video content, acquisition of Vine and more recently, Periscope, allows users to stream live videos from around the world, and are evidence of Twitter’s move into video. This makes video content a much more viable way to reach audiences on Twitter, as opposed to past iterations of the platform.
Moving away from 140 characters
Rumours have swelled in the past year about Twitter’s decision to increase its maximum word count to 10,000 characters. A report by re/code may have just proved those rumours to be true. Although the article doesn’t explicitly state the increase to 10,000 characters, it has confirmed that Twitter is currently working on increasing its character count.
Dropping retweet counts
Twitter launched a new API late last year that dropped the retweet count feature on third-party sites. While the reasons provided were technical in nature, brands and marketers that rely on that information to measure ROI will be at a great disadvantage. The lack of feedback will make measuring ROI in a traditional sense extremely difficult.
1. Go heavy on video
While videos might not have been a viable channel for ad content, Twitter’s latest developments in video technology have changed things. Besides videos, brands will also want to look at live streaming events via Periscope, which is growing increasingly popular.
Visual content is also statistically proven to allow viewers to retain up 65% of the content 3 days later, giving your message more impact.
2. More long-form and live content
The removal of the 140 character limit means more real estate for brands to play around with. Summaries of branded content might be a good way to entice viewers. Mini articles may also be the potential way to go.
With today’s audiences obsessed with the here and now of things, utilising real-time content can help brands develop stronger connections to users. Here’s a case study by social media agency, We Are Social, demonstrating the power of real-time content.
3. Investing in third party software and add-ons
Twitter’s unpopular decision to scrap retweet counts has inadvertently created a new marketplace for enterprising companies to build software and add-ons to return things to the status quo. While Twitter’s very own service provider Gnip may be able to get you the numbers you are looking for, third parties can now also feed you that information. Marketers who rely heavily on Twitter will be forced to pay up for these services until a better solution emerges.
These strategies, combined with top Facebook marketing strategies for 2016, can provide marketers a plethora of options to creatively reach out to consumers in unprecedented ways.
By: Nicholas Chen
Photo credit: Vox
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