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Twitter Publishes New Guide on What Consumers Expect from Brands via Tweet

Twitter Publishes New Guide on What Consumers Expect from Brands via Tweet
Written by Publishing Team

Twitter posted a profile new report Which looks at how to maximize the success of brands on the platform, based on changing consumer trends and expectations in the app.

Known as #RealTalk, the guide is the result of analyzing a decade of brand tweets and user tweets about brands, along with numerous consumer surveys, in order to get real insight into what works in modern Twitter marketing, and what Twitter users are doing on Twitter. Both response and expectation.

There’s a lot to take in – you can download the complete 50-page guide hereIn this post, we’ll take a look at some of the highlights.

First, Twitter notes that the brand conversation is on the rise on Twitter, as more people look to engage with brands in the app.

This provides a great opportunity for awareness and networking, and the platform has become an even more important networking tool amid the pandemic. This highlights the need for brands to get their messages right, and as times and issues change, so do consumer expectations about a brand’s presence on Twitter.

Twitter #RealTalk Brand Guide

Consumers want brands to communicate authentically and honestly in order to deliver valuable real-time updates via Tweets. But the main problem highlighted by the report is that years of best practice guidance and advice have now led to a new problem – all brand profiles on Twitter are starting to look the same.

Twitter #RealTalk Brand Guide

This isn’t overly surprising – every time there’s a sense of a viral tweet or a buzzing event, the Twitter brand goes crazy in its praise, while the tweets’ top trends are analyzed, which seeks to summarize best practice evidence into actionable advice – i.e. how many hashtags to include , ideal length of character or tweets – antagonist uniqueness and diversity in favor of broad analysis. Which may provide some valuable how-to notes, but a side effect is that when everyone follows the same rules of the game, everything starts to feel the same.

Building on this, Twitter advises that brands need to develop their messaging, making sure they connect with their audiences based on times and what’s happening in the world.

Twitter #RealTalk Brand Guide

More specifically, Twitter also identifies the types of events that people want to see brands tweet about or not help guide your approach to each of them.

Twitter #RealTalk Brand Guide

Basically, no one cares what a company thinks of the final episode of The Mandalorian, no matter how much they relate to the brand.

Of course, as with the note above about general advice, this is based on extensive tweet analysis, and within that, the nuances can be missed, and there could be a brand that ignores all of this evidence and does the exact opposite, yet still sees success. The key lies in knowing your target audience, and what to expect. In fact, this is the main message of the public guide to Twitter, that while general advice can be useful, you need to stick to it for you Brand messaging and voice to truly win.

Twitter #RealTalk Brand Guide

Which reminds me of the “five reasons” theory, which aims to help brands define their purpose, in order to better define their messages, by getting them to research the primary purpose of what they’re doing.

As described before the Harvard Business Review, The “Five Reasons” are answers to a question asked of your business. Begin with a statement – either”We make X . products‘ or ‘We provide X . services– Then you askWhy is this important?Five consecutive answers are provided for each subsequent answer. As you progress through these answers, you will end up getting closer to truly understanding your company’s actual purpose, which you can then narrow down to a single statement, allowing you to standardize your company’s activities to work toward that goal.

From the HBR report:

The five reasons can help companies in any industry frame their work in a more meaningful way. An Asphalt and Aggregate Company might start out by saying: We make asphalt and gravel products. After a few reasons, it can be concluded that the asphalt and gravel industry is important because the quality of the infrastructure plays a vital role in the safety and experience of the people; Because driving on excavated road is annoying and dangerous; Because 747s cannot safely land on runways with poor workmanship or poor concrete; Because low-level buildings weaken over time and collapse in earthquakes. From this introspection may arise this purpose: to make people’s lives better by improving the quality of man-made structures. “

This is similar in the Twitter brand’s audio feedback approach above, where it’s not just about getting deeper into how you communicate, but why, and what you aim to share with your audience in each tweet. Creating these key elements can go a long way in defining the voice of your brand, and setting your business apart — which, Twitter notes, is increasingly important based on user feedback.

It’s a good guide – not overly in-depth on every step, but it does provide relevant and actionable pointers to real branding via tweets, and connecting with users based on your key focus areas.

Because while having a lot of followers may look good, and may feel important, having fewer followers who are actually likely to buy from your business can be much more valuable. And you can do this by creating the voice of the brand, the purpose of the brand, and how you communicate with your target market.

Worth looking into your approach.

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Publishing Team