Twitter is a powerful platform to convey your brand message to a large audience base. According to statistics, 16% of Twitter users aged between 16 to 64 years use the platform for brand discovery and research. This makes Twitter one of the most crucial channels for brand communication and audience engagement. The micro-blogging platform is widely used for news consumption and live updates too. The user behavior on Twitter is unique because the audience is expecting a balance between news, information, and entertainment.
Additionally, Twitter analytics suggests that Twitter ads are more successful than ads on other social media platforms. Millennials and Gen Z form the majority of the audience base on the platform which makes it a good platform for brands to showcase their products and services.
But why do most Twitter marketing strategies fail to achieve the set goals and objectives? Is it the flawed execution of the campaign? Is the target audience selection wrong? There are several reasons why this can happen.
In this blog, we will tell you the reasons why your Twitter marketing strategies fail along with a few examples. Well, not just that, we will also provide you with the solutions to these problems.
Crucial Reasons Why Your Twitter Marketing Strategies Fail
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Posting tweets without caring about the audience’s sentiments
Several brands have faced massive criticism on Twitter because their tweets hurt the sentiments of their followers. This happened with DiGiorno Pizza when they accidentally promoted their pizza with a hashtag that was trending for domestic violence. The tweet received severe backlash from the users wherein they accused the brand of being insensitive towards such a serious issue. The hashtag trending was #WhyIStayed.
Brands must analyze and observe their audience closely before promoting their products to them. Get all the insights you can for your audience on Twitter before you launch a tweet campaign or use a trending hashtag. Make sure to study the context in which the hashtag is being used to avoid such a mishap.
Social media analytics tools like Unbox Social can help you get in-depth audience insights.
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Make sure your tweet copy is error-free
Brands have had to face embarrassing times on social media because of spelling errors! The audience on Twitter is quick to notice such errors. The users on the platform will spare no time in pointing it out. Sephora witnessed one such incident wherein their hashtag for the Twitter marketing campaign was #CountdownToBeauty but because of a typo, the hashtag turned into something vulgar. The users were quick to point out this error and the purpose of the campaign was lost!
Make sure you plan your Twitter posts in advance so that you have time to get rid of any errors that may be present. Proofread your copy and tweet when you feel it’s ready! Tools like Unbox Social offer Twitter post scheduling features too. This feature helps you plan tweets and schedule them.
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Not taking into account your brand’s Twitter performance insights
Brand marketers often ignore the importance of Twitter analytics. Twitter insights can help you measure the performance of your brand on the platform. With the help of Twitter analytics tools, brands can keep a track of their profile growth and follower growth. Additionally, tools like Unbox Social can give you detailed data on which of your tweets are performing the best. The Twitter stats offered by the tool will give you a clear picture of what kind of strategy you need for your brand.
Simply posting on Twitter and waiting for your brand to grow will not help!
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Flawed audience selection
A brand must know all about its target audience. Before communicating with the audience on Twitter brands must conduct thorough Twitter follower analytics. This will give them an idea of what the audience expects from them. Right from audience demographics to audience interest, everything can be analyzed with the help of Twitter analytics tools.
Apart from examining the current audience base, Twitter audience insights help you detect whether your audience selection is giving you the desired results. This can also be helpful for brands that are trying to expand their audience base.
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Launching the Twitter campaign at the wrong time
Every social media platform has a unique audience behavior and that decides when the platform is most active during the day. The same happens with brand profiles on the platform. Brand marketers often launch the campaign without checking the audience activity. It is necessary to launch the campaign at the right time to get the most engagement and reach. Twitter analytics tools can give you accurate data on when most of your followers are online!
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Beware of copy-paste
Twitter is a good platform to listen to what your audience has to say about your brand. Brand marketers that have succeeded on the platform have responded to users smartly to gain their trust. But that does not go for all brands. Some brands on the platform have been called out for their copy-paste messages for all suggestions and complaints. See to it that you don’t do this! Make sure you give the users apt replies when responding. Don’t just copy-paste custom replies because that can hamper your brand image on the platform.
Analytics for Twitter can help you streamline your campaigns. Make sure you choose the right Twitter analytics tool to frame your strategies. Here is how Unbox Social can help you manage your Twitter marketing campaigns.
All About Twitter Analytics With Unbox Social
1. Get detailed Twitter analytics for your profile
With the help of Unbox Social, marketers can get all the details about their performance on the platform. Right from Twitter engagement to Twitter audience insights, the tool gives you data for all. The insights help you figure out how your brand profile is faring on Twitter. Get data on your favorited tweets, total interactions, mode of interaction, total mentions, and lots more.
2. Get hashtag analytics
The Twitter analytics tool Unbox Social gives you data on top hashtags too. Know all about the top hashtags used by your profile. This will help you understand which hashtags have fetched you the highest interactions on your profile.
3. Know about the most engaging tweets
The tool gives you data on the most engaging tweets on your profile. This helps you frame better content strategies for your brand. Know which posts have performed the best and you will know what the audience is interested in.
4. Get to know about your Twitter competitors
The Unbox Social tool gives you data on Twitter competitors too. Get all the crucial Twitter metrics for your Twitter competitors. Know about their best performing posts, Share of Voice, brand score, and lots more. This is a very important feature if you want to excel on the platform and race ahead of your competitors.
5. Get in-depth Twitter audience insights
With the help of Unbox Social, you can track your Twitter followers. Get data about your followers’ demographics, audience interest, your audiences’ followers, and lots more. This will give you an insight into your audience demographics and preferences.
We hope this brief guide on Twitter marketing fails and solutions will give you a perspective on where your strategy needs to improve. Get the free trial of the Unbox Social tool now to get the most out of your Twitter marketing campaigns.
