Create your Twitter content strategy

Compelling content will help you attract new followers and keep them engaged over time. 

There’s no right or wrong number of times you should Tweet each day, or when. Instead, focus on creating a regular cadence of content that’s relevant to your target audience and authentic to your business.

Need some inspiration? Here are five best practices to help you create Tweets that spark conversations and keep your audience engaged.

  1. Keep it short

    A concise Tweet makes an impact. Keep each Tweet focused on one specific message rather than trying to communicate multiple things. You can include a link to a blog post or website if you have a longer message to convey.

  2. Use visuals in your Tweets

    Adding a bold image, video, or GIF to your Tweets adds a touch of personality, and leads to higher Tweet engagement rates. In fact, people are three times more likely to engage with Tweets that contain videos and photos.* Can’t decide which photo to use? You can attach up to four photos to a single Tweet.

  3. Incorporate relevant hashtags

    Hashtags are a powerful tool that allow you to expand your reach and tap into relevant conversations. Focus on keywords that are relevant to your business. Best practices recommend using no more than two hashtags per Tweet.

    One simple way to incorporate hashtags is by identifying popular events to which you can link your business in an authentic way. Remember, these can be everyday, personal events like meals or commutes, as well as wider cultural events, like Valentine’s Day or Chinese New Year.

  4. Ask questions and run polls

    Asking questions is an effective way to to interact with your audience, bring readers into the conversation, and understand people’s opinions. Tweet open-ended questions or use Twitter polls to survey on specific responses.

  5. Curate and connect with Retweets and replies

    Retweeting relevant content and replying to Tweets are great ways to maintain a robust Twitter presence. Positive customer feedback, helpful articles, and messages that align with your business’s authentic voice are all impactful content to Retweet. When in doubt, remember this rule of thumb: your Retweets reflect back on your business and should align with your purpose and values.

    People love to talk to businesses directly on Twitter. Be responsive to any questions, comments, and criticisms that come your way. To avoid long exchanges, switch to Direct Messages to resolve any complex issues. You can now include a deep link in a Tweet that displays a ‘Send a private message’ call-to-action button to enable customers to send you a Direct Message.

     Now that you’re Tweeting out different content types, checking your free Twitter analytics will help you understand what content resonates with your audience. Use the Tweet activity dashboard to monitor engagement rates — this will help give you a better understanding of what your audience wants to see. Experiment with new creative elements often and hone what performs well.

*Twitter internal data

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