Even though their numbers still remain below Facebook, YouTube, and Instagram in popularity and usage, Twitter is still one of the biggest social platforms and is capable of holding its own.
And since they’re hard at work to revamp the platform, you don’t want to write Twitter marketing off your 2020 plans yet.
Instead, it’s best to look ahead and adapt your strategies moving forward, taking all the new changes into account.
Twitter has undergone some major changes in the last year. If you use Twitter for marketing, it’s important to pay close attention to these changes.
This includes tweaks that have already happened, as well as those that are anticipated for the coming year.
We’ve gathered all the information on how Twitter is changing (and what’s coming in the new year!) to help you plan your own 2020 Twitter marketing campaigns.
You already know that social media is a vital part of any modern marketing strategy. After all, it’s where your customers spend the majority of their online time.
But if you stick with the same plan year after year, you’ll soon find that over time, those strategies no longer work as well. Why? As with most websites, social media is constantly evolving to improve the user experience.
In early November, Twitter’s vice president of design and research tweeted the five features he’s most looking forward to in 2020.
Each of these was an enhancement to the way the platform currently works, and most of them are geared toward helping users take more control over their experience on the site.
Looking at the above list, you’ll see that customers may soon be able to remove themselves from conversations and prevent their posts from being retweeted.
Twitter users might also be able to prevent others from mentioning them, remove any mention of themselves, and tweet to a smaller group of people, similar to Facebook’s feature that lets users post so that only select groups of people can see. All these proposed changes probably speak to you as the user.
But as a marketer, you need to consider how they’ll affect your own efforts to reach consumers on the site.
If, for instance, you weren’t paying attention, you may not realize that when you mention a customer in a tweet, that customer will soon be able to initiate removal of that mention.
That being said, this is good news: it gives you more control over how people are interacting with you, and what people are seeing in association with your brand. And while transparency is good, the option to “nope” the heck out of something is great, too.
Let’s get straight to the point and take a look at all the changes that will help you successfully market your business on Twitter in 2020.
Twitter Marketing Golden Rule #1: Consider Ranking
If you’re figuring out how to market your business on Twitter in 2020, it’s not just Twitter itself that you have to think about, ironically enough.
You aren’t just vying for search results on Twitter in 2020, but your tweets are also being monitored by search engine algorithms. That means you need to engage regularly and incite conversation.
Successful marketers have their tweets show up in a carousel format toward the top of search rankings.
You don’t need a huge following to have your tweets show up in search results, though. The key is to tweet and reply on a regular basis.
When a follower replies to your tweet, respond to that, as well. If your posts are engaging and interesting, search algorithms will eventually pick up your content.
Another great marketing goal for your business in 2020 is to have your tweets rank well when someone uses Twitter’s search feature.
The platform has been working on improving its advanced search feature, allowing searchers the option of seeing only tweets that have a minimum number of engagements (which we can help you with here!).
This makes it more important than ever to ensure you’re posting content that gets results.
Twitter Marketing Golden Rule #2: Focus on Building Authenticity
You probably already know that if you’re only on Twitter to promote your brand, you’re wasting your time. As 2020 begins, authenticity continues to be vital to your future on the site.
Strive to post content that encourages conversation among your followers. When you’ve created this type of environment, your followers will feel more engaged with your brand, which will hopefully boost their willingness to buy from you.
The powers that be at Twitter are making conversation easier through a new feature that allows users to hide replies with the click of a button.
This comes in handy if someone posts something that takes the conversation in a completely different direction, leading to an off-topic discussion that gets in the way.
Simply click the gray button next to your tweet and choose “hide reply” to get everything back on track.
If, for instance, you’ve posted about your new gadget and someone replies with a random political comment, hide it and future viewers of that tweet can choose “view hidden replies” next to it. If they’re really curious, then they can click and go to a separate page to read it while everyone else enjoys the current conversation.
Twitter Marketing Golden Rule #3: Provide Customer Support
Twitter has become a valuable resource for customer service for many brands.
Someone has a bad interaction with your company and tweets about it, tagging you in an @mention. You then have the chance to jump in and respond, repairing the customer relationship and your brand reputation in one shot.
Many big brands take this to the next level by creating an entire support account for responding to customer support issues. Customers who have an easy way to get in touch and brands can eliminate the number of operators they need for phone support.
If you are willing to provide customer support and you haven’t already, you need to update your settings under business.twitter.com/i/settings/support.
Once you’ve done so, Twitter will put a “Provides support” icon next to your business name, calling even more attention to you as customers scroll through their newsfeeds.
You’ll specify whether you accept direct messages and give the hours that you’ll have someone available to respond directly to any customers.
If you opt to activate this feature, make sure you have the resources necessary to respond to direct messages within a reasonable timeframe.
Twitter Marketing Golden Rule #4: Make Your Videos a Key Part of Your Strategy
As predicted, video is increasing in popularity on social platforms with each passing year. Twitter has been embracing this move by toying with various ways to make video stand out in feeds.
One of the ways the company is doing this is through a beta test that changes the way the camera acts when you’re taking a photo live.
This is designed to give your video and images a different look when you’re broadcasting from an event than when you’ve uploaded something that was captured previously.
Another rollout that can affect brands is the feature that will turn any iOS Live Photo into a GIF.
While you may think of sleeping puppies and laughing babies as more ideal for GIFs, a little imagination can help you use this as a promotional technique for your brand. You could, for instance, use it to show off employees hard at work building a new product or customers sharing a recent purchase.
To turn your iOS Live Photo into a Twitter GIF, start a new tweet, then choose Photo, select the image you want to share, tap GIF at the bottom of the post, and tweet away.
Twitter Marketing Golden Rule #5: Get Used to Threaded Conversations
Live photos and GIFs aren’t the only tests Twitter is conducting through its prototype app, which is called “twttr.” Beta testers have been using the app to test and provide feedback on a feature that would make conversations easy to follow. In the original test, posts and replies were color coded so that readers could easily track which participant was replying to which. Responses were also indented to enhance this simplification.
A newer version of the beta test has toned down the color coding to avoid blasting users with big blocks of neon green and red. Indentation and curved lines come into play more, with only mild color coding used. The test highlights Twitter’s shift toward encouraging conversation on its platform. As a result, marketers are turning their attention toward initiating conversation rather than making announcements and issuing one-off replies to customers.
Twitter Marketing Golden Rule #6: Take Advantage of Improvements to Desktop
In 2019, Twitter updated its desktop app so that its usability matched its mobile apps.
Although mobile use continued to consume more internet traffic than desktop in 2019, Twitter wanted to create a more seamless transition for the many consumers still using computers.
Many of the changes were related to optimizing the experience so that desktop and laptop users received speedy load times and a better viewing experience.
One of the most notable changes for brands, though, is that desktop users will now see the same recommended content mobile users see, and it appears next to their feed as they scroll through.
No matter what view a user is in, trends will be displayed, and they’ll be customized to the content the user has demonstrated an interest in.
For marketers, this means it’s more important than ever to ensure your content is optimized for Twitter’s algorithms.
Although you can’t control whether one of your tweets goes viral, posting interesting tweets that are likely to be shared, engaging with your followers, and paying close attention to what’s currently trending will help you up your game.
You should also make sure you’re using the right hashtags for each post to get as many eyeballs as possible. If your heart is in it, you’ll naturally capture the attention of your target audience, and you’ll grow from there.
Twitter Marketing Golden Rule #7: Leverage Measuring and Analytics
As with any marketing effort, measurement is essential.
Twitter marketers rely on Insights to get a handle on how their tweets are performing. Recently, the platform rolled out a new feature called Conversation Insights, which is available to Media Studio users who have 1,000 followers or more.
You’ll find Conversation Insights under the Insights tab.
This feature goes beyond letting you know how your own tweets are performing, providing information on what’s happening outside your little corner of Twitter.
Through Conversation Insights, you’ll get information on the people mentioning you across the Twitterverse, including data on the types of accounts that tend to talk about your brand.
This information can become an integral part of your marketing strategy moving forward, helping you determine how you can get people talking about you in a good way.
You can also use Twitter’s standard and classic analytics, too (or those from a third-party tool like Hootsuite!), to assess your overall success and performance on the platform. This will always be an important part of marketing on Twitter, in 2020 and beyond.
If you’re worried about how to market your business on Twitter in 2020, hopefully, this can help put you at ease.
There are changes coming to the platform, but they’re all to the benefit of marketers and users alike, focusing on increasing more genuine, engaging interaction for everyone involved. This is good news.
In 2020, Twitter will remain a valuable part of any good marketing strategy. As the platform continues to evolve, it’s important that marketers find ways to change with it.
At the start of each year, take time to review your strategy and make sure the tactics you’re using are in line with the way the platform works today, and since we’re right at the beginning of January, there’s no time like the present to dive in and make sure you’re on track.
What do you think? Do you use Twitter regularly as part of your marketing campaigns? Which of these new developments and strategies are you most excited about? Share your thoughts and questions in the comments below!