A guide to promoting content on Twitter

A guide to promoting content on Twitter
Promoting content on Twitter
Image credit: rvlsoft/

If you have invested in creating high-quality online content, the next thing to do is to help people find it, because it won’t have any impact on your business unless people read it. Social media channels can be an effective way of reaching more people with your content, and this guide will give you tips for promoting content on Twitter.

Why share your content via Twitter?

Twitter has a user base of 288 million active users, so sharing your content via Twitter gives it the opportunity to reach a very large audience. Although the potential is huge, the great thing about Twitter is that it is also an excellent way to reach niche audiences with your content.

Growing your Twitter following

Before you start sharing your own content, it is important to invest time in growing your Twitter following. The more people that are following you, the greater the number of people who could potentially see, and share, your content.

  • Update your profile page. Make sure your profile positively represents your business. Use a clear logo, a high resolution profile picture, and write a descriptive bio that will entice people to follow you. Make sure you include any relevant keywords in your bio, so that people searching for businesses to follow will find you.
  • Start following relevant people in your industry. This could include other businesses you have worked with, your customers, and anyone else that’s relevant to your business. If you are lucky, some of them will follow you back, growing your own following in the process. Try not to get into a habit of following, then unfollowing people if they don’t follow you back, as this will come across as rude and spammy.
  • Share updates from others. In addition to following relevant people, find and retweet useful or interesting content shared by others. It may take a bit of time, but the more effort you put into finding and sharing quality, relevant content from others, the more attention people will pay when you start sharing your own content.
  • Promote your account. Don’t forget to tell people about your Twitter account so they can find and follow you on there – add it to your website, business cards and any other business literature, for example brochures, letterheads and email signatures.

What to tweet

Once you have amassed a following and grown your reputation on Twitter as someone who shares quality content, it is time to start sharing your own content. What you tweet makes a big difference to how much impact your content has.

  • Write your tweets specifically for Twitter. Never cross post your content across many social networks. For best results, always write a content specifically for Twitter. Twitter has a 140 character limit and its own conventions, so content that is not crafted with this in mind is likely to underperform.
  • Share content more than once. Remember that your followers aren’t online all hours of the day, so there’s a good chance if you tweet a piece of content once then only a small percentage will see it. Most tweets are only seen on timelines for around three hours, so it is vital to share content at least twice. Tweak your wording and share each piece of content multiple times, on different days and times – to reach as many of your followers as possible.
  • Use a customised link. When linking to your content, consider creating a custom link, as these have been found to get more clicks than standard links.
  • Use hashtags. Done right, using relevant hashtags in your tweet can help it reach more people who wouldn’t have otherwise seen your tweet. However, don’t go overboard, hashtagging every word in your tweet makes it difficult to read.
  • Shorter is better. If you can, keep your tweet shorter than 140 characters. According to research, tweets that are between 100 and 115 characters get retweeted the most as this leaves enough room for retweeters to add their own commentary to your tweet.

When to tweet

When it comes to Twitter, timing matters. Space your tweets out and use a tool such as Followerwonk to find out when most of your followers are online.

It can also pay off to share content that reflects real time trends, something Oreo and Kit Kat have benefitted from. A word of caution – where Oreo and Kit Kat have succeeded, thousands have failed. Be careful not to jump on every bandwagon and pick events that are truly relevant to your followers and brand.

How to tweet

There are a number of tools available that make promoting content on Twitter easier.  Here are a few that you might find helpful.

  • Buffer. Buffer is a scheduling tool that allows you to “queue up” content for sharing on Twitter. They have a handy browser plugin which makes it easy to tweet from anywhere on the web.
  • Hootsuite and Tweetdeck. Hootsuite and Tweetdeck are both tools that allow you to schedule tweets. They also have the added advantage of allowing you to keep up to date with people you follow, as well allowing you to conduct searches and lists in streams.

Give your tweets the edge

Want to help your content stand out from the rest? Here are a few additional things you can do to help your content go further on Twitter.

  • Enable Twitter cards One way to give your content more prominence on Twitter is to enable Twitter cards. A Twitter card shows additional information about your content when someone views it on Twitter.
  • Add sharing buttons to your content. Encourage others to share your content on your behalf by adding a “Tweet this” button to your website.
  • Use promoted tweets to give content a boost. If there’s a piece of content you really want to push, consider paying a very small price to promote it to a wider audience.
  • Use images and video to add impact. You can add up to four images or a video to your tweet, helping it to stand out in crowded timelines.