From your experience, what kind of creative works best on Twitter?
Making sure that your content is platform optimized will help drive the best possible outcomes for your clients. For us, bespoke creative always works best — whether it is an image or video.
What 3 things drive results for your clients on Twitter?
Speaking of clients, what guidance and recommendations are you giving to your clients recently?
Firstly, stop thinking that you need a perfectly polished creative that costs hundreds of pounds to drive results on social media. In fact, utilizing user generated content (UGC) in your marketing campaigns works just as well as it resonates with people and blends in well with organic content.
Secondly, always ensure that a proportion of your media budget is allocated to testing, whether it is a new ad product, creative, ad copy, targeting tactic or a bidding strategy. In order to stay relevant and successful in this ever-changing space, it is essential that you continue experimenting (even on a small scale) to stay ahead of your competition.
Finally, it’s not 'one size fits all' when it comes to social media so reposting the same content on all of your platforms won’t cut it. Treat each one individually by curating a bespoke content strategy that is tailored to each social platform and its unique features.
Any final tips for other agencies on Twitter or thinking of adding Twitter to their marketing mix?
Before launching paid campaigns on Twitter, review your client’s organic activity. Make sure that their profile is up to date and that they Tweet consistently, so when people land on their profile they find relevant content to engage with.
If my client hasn't Tweeted in a while or they haven’t got a solid organic strategy in place, I always recommend looking into that as a priority.
After all, it’s what you publish organically that nurtures a connection with your customers. Organic and paid social should complement each other, so making sure that the tone of voice is consistent across both is key to building an authentic brand personality.
Thinking of running a client campaign on Twitter? Download our Agency Playbook created to help you and your clients drive results on Twitter. You can also sign up to our agency newsletter for monthly inspiration and updates.
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