Being “numbers driven” can often lead to being “big-numbers driven,” or used to the idea that bigger numbers are always better. While that’s true for some metrics, quality does not always equal quantity. @TeamKano knows this to be true with audience size, as their most successful ad was targeted towards their smallest audience — a group of loyal supporters:
"I think it's a healthy kind of behavior for a brand to always stay loyal to its core, to the Kickstarter backers, to our first customers that have bought our products when we first launched them without the big validation of, you know, a Harry Potter brand on top of it... so we always keep an eye on them and we always have a special place for them.” —Chiara Radini, Head of Brand Marketing at Kano
What to ask yourself:
- What audience(s) are you currently targeting? How have you selected those groups?
- Is there an opportunity to deliver more personalized messaging to a smaller subset?
A final note:
Establish guard rails to help limit risk as you experiment. Identify the topics — even specific language — you want to avoid, and identify the biggest risks to your brand. This will give you a better sense of which expectations to accept, and which to challenge.
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