Twitter recently said some words that made a lot of Twitter loyalists really sad. The words were that the current reverse-chronological Twitter feed “isn’t the most relevant experience for a user.” Naturally, those words lead to a lot of people saying “Uh-oh! Facebook 2.0 on the way at www twitter dot com!” And sadly, it looks like they might be right. Twitter, which has always been a hit-or-miss operation for brands and companies, at least offered the advantage of always allowing content to pop up in a follower’s timeline—which is more than we can say for Facebook. So what does this coming change mean for your Twitter campaign and your Twitter ads?
Why Would Twitter Do This?
Money, obviously. While the reverse-chronological feed is liked by users, Twitter understands that giving free ad space to companies and brands is probably a poor business model, regardless of what users think.
So implementing an algorithm is the first step into ramping up their ad revenue into unprecedented heights. While it may not happen anytime soon—Twitter in its current form just posted an all-time high in mobile ad revenue—the pieces are in place for Twitter to go full Facebook on our timelines. This means you need to start preparing your Twitter campaign for the change now.
How To Prepare for The New Twitter Algorithm
Stop us if you’ve heard this one before, but the best way to counter a dramatic change like this is to have great content. While you may think your content is good right now, it’s going to have to be even better when your Tweets have limited organic reach. So what’s the best way to squeeze the most value out of your 140 characters?
Pictures. The best social media campaigns are heavily visual. And that’s never going to change, especially when the spaces get more competitive. By including pictures, you’re significantly more likely to have a successful social media campaign.
Be mobile friendly. As we said, mobile is an incredibly fast-growing space for social media ads. So make sure your website infrastructure is set up for mobile traffic! It wouldn’t make sense to invest in mobile Twitter ads while not investing in a responsive website.
Newsjack, but carefully. We’ve all seen the catastrophic results of brands trying to newsjack sensitive issues. Twitter can be a really mean place, you guys. If you mess up, people will never, ever let you forget about it. So always be on the lookout for something that you can use to help further your brand, but always be sure to err on the side of caution.
Engage! The most important thing about social media. If your content isn’t getting people to talk back to you, then it’s not working.
Blue Corona Can Help
Blue Corona is experienced in both organic and paid Twitter campaigns. Contact us today to learn how we can help get your social media marketing strategy to the next level.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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