As compared to Facebook and Instagram, getting the desired results on Twitter is difficult. The social media platform Twitter works differently than other platforms because it has distinct audience behaviour. Twitter marketing is challenging because the platform is all about trends and immediacy and that can hamper a brand’s content planning. Using Twitter for marketing can surely mean reaching a wider audience base, getting more engagement with the customers and so on. But the platform behaves strangely because there is a very thin line between bombarding the audience with back to back tweets and staying active on the platform.
So how to use Twitter effectively so that you get the desired response for your brand/business and your content receives a high engagement.
Though for most marketers Twitter is the last option to market on, this platform can be of great use to increase brand awareness. Moreover, Twitter enjoys a large user base which helps you reach a wider consumer base.
Brands with thousands of followers are also failing to generate engagement on Twitter. The competition between brands and businesses on Twitter is huge which makes it all the more tricky to crack. The tweet character limit and the lack of user’s attention span further adds to the challenges.
In this blog, we will help you figure out the 5 common Twitter marketing mistakes that are leading your brand to a low engagement rate on the platform.
What is Twitter Engagement Rate?
Engagement Rate is a measure of audience engagement on the platform. Every interaction on a tweet is counted as engagement like retweet, favourite, follow, reply, use of hashtags from a campaign, tags, and so on. This metric simply takes into account any activity that signifies that the user has engaged and interacted with your tweet in some way.
What is the Importance of Twitter Engagement Rate?
Most social media marketing campaigns are implemented to increase engagement. The same also goes for Twitter marketing campaigns. But why do you need a good Twitter engagement rate?
Helps you understand the audience preference
When the users interact with your tweets you will be able to see what is working for your brand. Moreover, with their replies and shares, you will get an understanding of their likes and dislikes. Users often post their views about a product/service in tweets and such insights can be helpful in improving your Twitter marketing plan.
Keeps your brand a step ahead of competitors
Like we mentioned before, competition on Twitter is cutthroat. A good engagement rate on Twitter can help you beat competitors too. When users engage with your content on Twitter it helps in building brand credibility and awareness.
Exposes you to different audiences
Twitter enjoys a global audience following and putting relevant content out there on the platform can expose you to various sets of audiences thereby increasing your reach. Additionally, when you get a high engagement on your tweets it means you have several unexplored audience bases to connect with which can be great for sales.
Marketing on Twitter will also help you convey your brand voice and objectives! The new features on Twitter can fuel your Twitter marketing strategy too!
Now that we have given you a glimpse of why engagement rate is of great significance, let’s move on to the mistakes you must avoid to generate a good ER.
Twitter Marketing Mistakes That Lead to Low Engagement Rate
1. Adding too many links on every tweet
Marketing on Twitter does not mean you simply add links to each and every tweet of yours. Adding too many links can be bad for engagement because the user may feel you are just interested in directing them to the page of your interest. Adding a CTA with a link is completely fine if done occasionally. But make sure you are not filling up the tweets with only links. This also creates a glitch in encouraging the audience to interact with the tweet post.
Keep your tweets simple and add a link only when it is really needed.
2. Inconsistency in tweets
Brands with millions of followers are also struggling to get engagement on Twitter. In such a phase, it can get difficult to maintain consistency in tweets. Remember to post at regular intervals because as they say out of sight is out of mind! It is not necessary to tweet every hour but make sure your audience knows you are active on the platform. Instead of only posting images with a caption, one can also use Twitter Fleets to engage the audience. Try and post videos that are of relevance to your audience and brand. These content strategies will help you connect with the users.
3. Not interacting with the users who engage with your tweets
When brands pay attention and revert to users on social media it can lead to several positive outcomes. Make sure you reply to the tweets you are mentioned in, answer the users’ queries if they have tweeted about it, and so on. These replies can help you build a connection with the users. Additionally, when you revert as a brand it also shows you care about your followers and customers. This will help you build a loyal follower base that cares about your brand and is interested in your products and services.
4. Getting involved in sensitive topics
Remember every social media channel is a public platform and everything you post is being looked at. Don’t post about sensitive topics with half information because it also says a lot about your brand values and principles. If you want to tweet about an ongoing political, economic or social issue make sure it is fact-checked and in tune with your brand interests. Several Twitter marketing strategies have failed because brands have unknowingly hurt certain public sentiments!
5. Using follow for follow kind of hacks
Twitter marketing is easy to implement but not all campaigns have the ability to fetch you good results. Brands and businesses often end up using hacks to increase their followers and retweets. While some hacks may help you, some may label you as spam too! Follow for follow hacks were quite popular initially but trying such things now can affect your brand reputation negatively. Some result-oriented Twitter marketing tips to use can be-
- Keep your Twitter profile updated
- Choose your target audience before planning a Twitter marketing campaign
- Tweet when most of your audience is active on the platform
- Use limited hashtags that are in sync with your post
- Use polls and videos to increase engagement
Now that you know what not to do in a Twitter marketing plan, let’s get a glimpse of Twitter marketing tools.
Features of Unbox Social to Help You With Twitter Marketing
1. Know your most engaging tweets
The social media analytics solution of the Unbox Social tool gives you a detailed account of your brand’s most engaging tweets. This data is essential to frame your future Twitter marketing strategies. Once you are aware of your most engaging tweets you can decode your audience interest and accordingly frame tweets for the future. This data will also tell you what kind of content works for your audience on Twitter.
2. Check your top hashtags
The tool gives you data on the top hashtags. This is super helpful for Twitter marketing because you know which hashtags to use and which hashtags are fetching you the highest engagement. Instead of randomly using hashtags on your tweets you can use relevant hashtags that are giving you desired results.
3. Know audience interest
The Unbox Social tool gives you detailed insights into audience interests. Check what is your audience base interested in and frame strategies as per their inclination. This will attract them to your content too.
4. Check your recent followers
The Unbox Social tool tells you who are your recent followers. This is important to note because it will tell you whether your Twitter marketing campaign is attracting the right audience. If your recent followers are not as per your target audience then you need to work on your campaign and audience selection.
5. Analyse your Twitter competitors’ with Unbox Social
The competition tracking solution of the tool gives you information on how your competitors are faring on the platform. The competition tracking solution will give you the Share of Voice data, audience data, and post performance data apart from other details. This solution is a must-use to beat your industry rivals because it helps you detect where your strategy is falling short.
We hope this brief guide will help you increase the engagement rate of your brand on Twitter. To know more about marketing on Twitter, read the blogs below.