Chapter 2:
Advertising on Twitter

Beginner’s Guide to Social Media Marketing

​Pro Tip:

Create a content schedule. Plan your posts in advance so you know when and what you are posting.

Getting Started with Twitter Advertising

Twitter is a micro-blogging network with content that consists of short messages, or tweets, of up to 280 characters. With a limited number of characters, messages should be concise, like a text message. Tweets can include text, web links, photos, GIFs, and videos. Twitter is a great platform to spread breaking news but businesses can also share useful information and remind customers how they can benefit from the business’s products and services.

Over 500 million tweets are sent every day ( The majority of Twitter users – 28.4% – are age 35-49, the next largest group is 25-34 (26.6%) and, those ages 18-24 come in third at 25.2%. (, Distribution of Twitter Users Worldwide, January 2021.)

When setting up your Twitter profile, remember that it represents your brand. The text and images included in your profile should reflect you – your logo, corporate colors, culture, etc. Create a handle that includes your company name so fans and followers can easily find you and add your URL to drive traffic directly from your Twitter profile to your site.   ​

As a marketer, your goals on Twitter should be to provide valuable content that increases brand recognition, conversions, and sales and builds your audience by attracting new followers.   ​

When planning your content, craft tweets that enhance your audience’s online experience. Plain text tweets are perfectly fine, but multimedia tweets can help your business truly stand out. Tweets with images get 3 times as much engagement (, 23 Strategies to Increase Twitter Engagement), tweets with videos get up to 10 times the engagement (, How Video is Reshaping Digital Advertising) and GIFs can deliver as much as 55% more engagement (, 6 Ways to use GIFs in your Twitter Strategy).

Twitter for Your Business

One of the most common questions businesses ask is – how often should I post? There is no magic formula for determining when or how often to post. The rule of thumb is to post regularly to keep followers engaged but not so much that you fill their feeds with irrelevant and unnecessary content. When it comes to posting on Twitter, and all social networks for that matter, it’s best to consider quality over quantity.

With Twitter, it’s not only about who follows you, but who YOU choose to follow. It’s best to be selective about who you are following. Follow people and businesses that you know and with whom you wish to be aligned such as your customers, partners, suppliers, contractors, vendors, competitors and peers, trade and professional organizations, and other businesses in your neighborhood.

Once you are comfortable using Twitter organically, try Advertising on Twitter to extend your reach. When advertising on Twitter, you can choose to promote your account as a whole or to promote individual tweets. Promoting your account will drive traffic to your website and help gain new followers. Promoting individual tweets will help to boost engagement and visibility.

Twitter is a fast-paced conversation. The platform enables consumers to connect and communicate directly with brands by asking questions, offering feedback, or raising concerns. Twitter requires near-constant monitoring. Businesses do tend to post more frequently on Twitter than other social platforms. So, if you’re not ready or able to keep up, Twitter can actually do your brand more harm than good.

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