Display name and account @name: Your brand's Twitter account @name is unique to your brand, appears in your profile URL, and is tied to everything you do on Twitter and Twitter-related content. The Twitter account @name may contain up to 15 characters and should be creatively tied to your business.
Your display name appears right above your @name and can be changed at any time. A best practice is to have this be the name of your brand or business, but you can also change it temporarily to promote a campaign or special cause. The Twitter display name may contain up to 50 characters.
Brand bio: Your bio is your brand's opportunity to explain what your business does and what you're all about in 160 characters or less. This is the perfect chance to craft your value proposition and entice audiences to either read more or click on your profile URL.
Be sure to add a direct link to your website, such as your "About" page, and include a unique link or Google UTM to track visitors to your website from Twitter. Then, add your location, even if your presence is purely online. Finally, if you have a brick-and-mortar store, include your current hours so that audiences have everything they need to find you.
Pinned Tweet: Your pinned Tweet is the content that you want visitors to your website to see most. This should be your best current piece of content that represents your brand.
The pinned Tweet is what audiences will focus on first and foremost. It's completely alright if you have the same pinned Tweet for several months in a row, but you should rotate the content periodically in order to maximize engagement with returning visitors to your profile.
Create organic content on Twitter
Creating a steady stream of engaging organic content on Twitter is no easy task, but it's completely within reach for brands and businesses of all sizes. The most successful brands on Twitter have a strategy, including implementing the following tactics.
Creating rich visual content: Creative images, GIFs, and videos can help dramatically improve Twitter results. For example, beauty brand @lumin_skin uses video content to encourage their audience to interact with them on social media.