Although Twitter recently went through a rebrand, announcing its departure from social media and shift towards the news industry, it’s still an ideal spot for a brand to run an influencer marketing campaign. By virtue of its sheer volume of information, and its constantly changing feed, Twitter has the potential to reach a massive audience for your brand. Below, we break down how to create an influencer marketing strategy on Twitter:
Feed Consumption & Filtering on Twitter
Twitter feeds are used as a second screen during live events, but the social network-turned-news network has become an information hub rather than one for social interaction. As a result, most users fill their feeds with mega-influencers, official brand account, and other various news and sports accounts, rather than conversation with their intimate friends.
Content Structure & Half Life on Twitter
140 characters, nuanced interaction and short life-span limit content impact outside of real-time events. The more that a Tweet is liked and retweeted, the more likely the Tweet is to “live” longer on users’ feeds, with the potential to show up in the “While You Were Away” feature.
Search Engine Signals on Twitter
Google once again has access to Twitter’s ‘fire hose’, and uses a combination of metrics to determine which Tweets are most relevant, such as user influence & trend strength. However, unless a user is a mega-influencer, their tweets are unlikely to show up from a Google search.
Social Relationship Strength on Twitter
Twitter followings are largely aspirational, with users knowing 20% or less of their followers in real-life. Additionally, since Twitter is primarily a news network, users log onto the channel for a different purpose than to interact and keep connected with their friends.
Optimized for: Macro, Mega
Twitter is optimized for short, snackable pieces of information, and macro- and mega-influencers have the largest reach to deliver information. What’s more, asking macro- and mega-influencers to Tweet something on behalf of a brand is a relatively small “ask”, since Tweeting has little to no impact on an individual’s social media status.
Ideal Objectives: Brand Awareness, Promotions and Contests
Twitter’s ever-changing news feed is a good spot for brand awareness, promotions, and contests. It provides an easy outlet for users to Tweet back to brands, as well as to favorite and retweet brand-developed Tweets in order to win swag or products.
To learn more tips, tricks and insider secrets for influencer marketing on the top eight social media networks, download Mavrck’s latest eBook, ‘The Ultimate Guide to Influencer Marketing: The Top Social Networks for Influencer Marketing':