Tweet interacting with a OMB submission
You’ve also worked with some big name brands — how did those collaborations come about?
A lot of our collaborations are in-bound. This is a lot to do with how visibly successful our other brand collaborations are. We also utilize DMs to get in touch with brands and charities and ask our followers to tag brands they’d love to see us run OMBs with.
We do our best to keep everything in the one platform where possible. It’s also nice to have such great testimonials from brands we’ve worked with and we often receive recommendations from them to their industry contacts.
Any tips for communities on Twitter struggling to grow their audience?
I would say to always make it fun for you to run. OMB was a side project for several years and it was rewarding to see people enjoy themselves with some instinctive creativity. This brought its own opportunities for myself and the community as a whole.
Try to have a point of difference between yourself and your potential competition — make your community easy to interact with with polls, questions and images. Your Tweets should make people want to share or respond too
Also, don’t expect to go viral immediately. Building a following takes hard work. Do it for the right reasons. I started OMB having no idea that it would be a worldwide community. I started it to share some fun, quickly-made ads. If you think too big at the start, it won’t ever become anything.
Don’t be afraid to fail either. I’ve started with some other feeds and they’ve not caught on. So I deleted them. One of my other account @AgencyQuotes grew because, again, it was very simple and is easy for people to share their own #ThingsYouHearInAgencies.
Tweets and Creatives
From your experience, what makes a good Tweet?
A good Tweet is something that puts a smile on your face. Either because the content is an amazing idea or a comment/GIF simply makes you laugh.
Tell us about the kind of creative that gets the best reaction from the One Minute Brief community.
The best ideas are ALWAYS the simplest. That’s why One Minute Briefs works so well as it’s all about the key idea, headline or visual. When scrolling through feeds, you need something that’s going to make you stop and look.
When judging the entries, I have hundreds to get through and I give them a split second just as I would walking past a billboard in the street. If it gets my attention, I look at it even more and take it in. This nearly always correlates with the most Retweeted and liked submissions.
What would be your top tips for creatives looking to create impactful ads on Twitter?
The people who consistently win OMBs are those who have done it the longest. It’s a form of brain training. Learning from the other winners and implementing that simplicity of thought into your own submissions is key.
Context is important too. It’s great having an idea, but make sure it communicates the message required in the brief. And I always tell our followers to put their Twitter handle in the corner of your entry too! Just in case they go viral.
Do you use any tools to help you Tweet/measure performance/create imagery or video?
I like to Tweet organically and have never sent a scheduled Tweet. I feel it’s important to feel like there’s a human behind the feed and react accordingly. Too often, brands miss a trick here.
We use Twitter Analytics to measure the overall reach we have and to see the top Tweets each month. We always try to use GIFs or imagery within our Tweets and find that sharing our winners are often the most engaged with Tweets.
Sharing the love
Any other businesses or agencies on Twitter you’d like to give a shout out to?
Our biggest partnership ever is with Canva (@Canva). Their creative support of our community has been massive for us this year. We love The Drum (@TheDrum) for their support of the community with collaborative briefs and events.
We do live briefs during events throughout the year with Don't Panic Events (@DontPanicEvents) and encourage attendees to post their sketched posters on Twitter. Finally, we are proud ambassadors for The Robin Cancer Trust (@RCTCharity), NABS (@NABS_UK) and The Cybersmile Foundation (@CybersmileHQ).
If you could give just one piece of advice to another business on Twitter, what would it be?
Have fun with it. Look at all the best brands on Twitter. They are enjoying it and being themselves.
If you’re a interested in learning more about Twitter’s creative tools and best practices check out the Twitter Flight School Twitter for Creatives free course. Follow us on Twitter too (@TwitterBusiness), where you can keep up to date with product updates and content designed to help you.
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