6 Great Examples of Brands Using Twitter Effectively


Twitter might not be the flashiest or trendiest social community the previous few years.

It’s not as attractive as Snapchat, doesn’t change as rapidly as Instagram, and isn’t within the information as usually as Facebook.

There’s considerably much less “keeping up” to do with Twitter than with its options.

While that must be a superb factor, it additionally means we don’t want to speak about it as a lot. Because of that, it might simply be neglected or forgotten about because the highly effective advertising software that it’s.

And sure, Twitter continues to be highly effective for manufacturers.

With 46 % of its American customers accessing the app each day and 74 % of them utilizing the app to get information and data, it stays one of the quickest methods to succeed in and have interaction your target market in actual time.

So how are you going to maintain your Twitter advertising technique attention-grabbing nowadays?

Pull some inspiration from the next manufacturers which might be actually nailing it.

1. Netflix’s Culture-Making Content

Netflix is in a reasonably distinctive place as a model with regards to content material. They’re estimated to have budgeted as much as $13 billion on authentic content material this 12 months, for instance.

Their enterprise mannequin depends on content material greater than most, however you don’t must have Netflix’s model or finances to be taught from features of their advertising technique.

Netflix makes use of its Twitter account to create authentic moments and commentary inside popular culture.

Aside from related information and retweeting clients, that are nonetheless offered in an on-brand means, the account nearly solely shares memes and different developments in web tradition.

How can they get away with so many memes with out feeling redundant?

By creating their own moments as an alternative of simply following already in style developments and memes.

Netflix’s Culture-Making Content

What are you able to be taught from this?

Never underestimate the ability of leisure.

Netflix is certainly at a novel benefit in phrases of leisure content material, however an essential takeaway is how they’ve leveraged it.

What they did was discover a component of their enterprise that greatest match the “culture” of Twitter – an usually lighthearted, pop culture-focused platform the place brief and witty copy thrives.

Then they made their Twitter advertising technique nearly totally about that.

Dig into your personal model and social media audiences and see what parallels you will discover.

2. Merriam-Webster’s Newsjacking Mastery

Merriam-Webster’s social media workforce has turn out to be notorious over the previous a number of years for its scathingly amusing subtweeting and trolling.

The model’s content material technique has even attracted consideration from mainstream publications like TIME, Vice, and The Shorty Awards.

Again, it’s leisure at its most interesting, though for a a lot much less apparent model.

The account’s intention is to make a dry matter, spelling, and grammar, attention-grabbing and enjoyable for anybody by tying it to different matters.

In this, they’ve turn out to be a grasp of newsjacking and utilizing proprietary information to take action.

For instance, they commonly share the highest searches and lookups influenced by present occasions and different trending matters.

Take their reaction to the Yanny/Laurel debate earlier this 12 months.

Merriam-Webster’s Newsjacking Mastery

This model voice and angle additionally contribute to why Merriam-Webster’s followers discover it so endearing.

It’s pleasant, however with a robust opinion and a contact of snark. Especially since a lot of their content material pertains to politics and world information, sustaining that respectful tone is vital.

Information is basically offered with out remark, so that you can add your personal inflection and opinions into – which additionally makes it nice materials for retweets and quote tweets.

How are you able to tie your personal model to present occasions or use proprietary information like analysis or statistics to information your content material?

These are incredible methods to place a novel spin on a dry matter.

3. Oberlo’s Inspirational Empathy

Even although the above concepts can affect any sort of enterprise, the manufacturers behind them admittedly have massive budgets and plenty of content material to work with, and never all of us do.

Most of us have merely our blogs, advertising properties, and social media channels to make use of in our content material advertising, versus countless TV exhibits or dictionary definitions.

In that case, you possibly can look to manufacturers like dropshipping platform Oberlo.

A B2B firm focusing on new entrepreneurs and small companies, their content material is a wholesome combine of training and motivation.

It is sensible that these could be two key components {that a} struggling solopreneur is after.

Oberlo’s Inspirational Empathy

So whereas they do have a good quantity of what you’d count on from B2B content material, like sharing weblog posts, ebooks, and different lead magnets, additionally they faucet into extra personal inspiration you would possibly count on on a well being or private growth account.

Their Twitter content material is really meant to serve all of the matters and frustrations their viewers is fighting – not simply those who straight relate to their product.

4. Greenhouse’s Ad Targeting

While participating your viewers and rising a following is essential on social media, always remember the tip targets it wants to perform.

You need that viewers to ultimately have interaction with you additional, however so many of us put inadequate effort into shifting social followers additional into the client’s journey.

Greenhouse retains promoting prices down by focusing paid social campaigns on retargeting individuals who have already engaged in them on social or expressed curiosity of their enterprise.

Since their viewers is so heat, more than half of those that seen one lately promoted touchdown web page opted into the e-newsletter and entered additional into the model’s gross sales funnel.

Greenhouse’s Ad Targeting

Whether you’re utilizing paid social or strictly natural shares, be sure to’re giving your present social viewers alternatives to have interaction additional with you.

An engaged viewers is full of heat, potential clients who might be simple to transform, however so many social media managers are too afraid of direct promotion to make that subsequent step well-seen.

5. ShineText’s Content Repurposing

A 2018 content material technique often consists of plans for rising presences on a number of social networks, a weblog, possibly e mail advertising, and the record goes on.

Feeding the publishing machine for all of these channels with purely authentic content material is unsustainable for many manufacturers. Instead, the sensible ones reuse and repurpose content material to make use of in a number of methods and locations.

ShineText is a motivational app and each day messaging service, so the product itself requires creating so much of content material round mindset, motivation, and psychological well being.

But with so many each day messages to jot down, you might be positive they pop up elsewhere too.

They alternate between sharing previews as a solution to promote that day’s message and recycling bigger parts of previous content material for brand new use on social media.

This sort of tweeting may also help forestall a profile dominated by hyperlink shares, whereas nonetheless taking benefit of content material you have already got.

6. Close.io’s Place because the Cool Teacher

Finally, we’ve Close.io, a gross sales CRM for startups and small companies.

A B2B firm that principally sticks to critical content material matters, they stand out by pairing their sensible business training with a enjoyable voice that startup salespeople can relate to.

This twist begins as quickly as you land on their profile: the large, daring header picture is an easy mockup animation of their product, however with the fictional Bluth Company from cult TV hit “Arrested Development” as the corporate utilizing their software.

Close.io’s Place as the Cool Teacher

It continues as you scroll. While they’re speaking about dry enterprise and gross sales, they accomplish that with an ultra-casual and startup-friendly voice topped with gifs and emojis.

They promote their product with the identical tone, often selecting to retweet enjoyable, playful reward over sharing product updates or optimistic however dry critiques.

Any model can simply do that with out creating heaps of content material, working an enormous marketing campaign, or bringing in matters parallel to your area of interest.

It’s merely speaking about what any primary content material technique would dictate, simply in a voice that maximizes differentiation.

Plan Your Next 280 Characters

From authentic content material empires to repurposing professionals, and neutral-looking subtweets to voices full of sass, any sort of advertising and voice can work on Twitter when mixed with the fitting substances for the fitting goal.

The greatest Twitter methods play to your model’s strengths and speak to their viewers naturally.

Is your personal Twitter plan this thought-out? If not, now you have got concepts to revisit it with.

More Twitter Marketing Resources:


Image Credits

All screenshots taken by creator, October 2018

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