Twitter Promoted Trends are a prime spot for awareness on the platform, but all too often they're under utilised or badly managed. This is a short snappy guide with some advice on how to make a little more of it.
TWITTER TRENDS GET YOU A
PRIME POSITION IN FRONT OF MILLIONS OF USERS. JUST PUTTING UP A HASHTAG ISN’T ENOUGH, THEY REQUIRE EFFORT AND PLANNING TO REALLY BRING THEM TO LIFE… HERE ARE SOME TIPS ON HOW TO DO THAT
What is a twitter trend?
Basically, you’re paying to be at the top of the trends list for 24 hrs - midnight to midnight. NO! you can’t do a different timeframe NO! you can’t have more than one hashtag YES! they do get good results if done right
What is it good for?
You may get some followers but you’ll get more from it if you focus on… ▪ Adding social support and awareness for a campaign launch ▪ Amplifying a message or social campaign ▪ Driving engagement / conversation with a brand
Is it just a #hashtag?
Yes, you’ll need one and an idea to sit behind it but it’s not just about that hashtag… You want to team it up with promoted tweets and promoted accounts too
Do you just tweet like
normal? It’s a high exposure moment, so you probably want to put in a little more effort than usual. You want to try and structure a content plan specifically for the day. Most importantly you want great content sat behind it before, during and after.
Break it down into phases
BEFORE ON THE DAY AFTER PHASE 1 PHASE 2 PHASE 3 Midnight to morning, introduction to trend and message Support main message Rotate creative to optimise and reduce fatigue Content to run from midnight, use your main message Competition, optimise using most popular creative Keep an eye out for late responses and follow up with them
PHASE 1: Groundwork Make sure
you’ve put something behind the hashtag before it goes live. People will be able to see it from midnight - don’t waste an opportunity waiting until 9am (or when you turn up to the office) to start populating.
PHASE 2: Launch A trend
starts at midnight, but we’re guessing you don’t want to be up 24 hrs from 12am? You’ll probably do the main bulk of the activity when your fans are most active. It’s good to split your day into 3 and have lead message and 5 supporting tweets for each part.
PHASE 3: Maximise Hopefully you’ve
spread the word and had users interacting/sharing/engaging or whatever you set out to do. Again, unless you’re staying up to see it through all night you might want to pick out a single key message to stay promoted.
Don’t get distracted by the
@ You’re running a trend on a hashtag. Constantly check back in on the tweets using it and see what is being said. Lots of people (the majority) might not include your @handle in their use of the hashtag.
Scheduling can be your friend…
Scheduling tweets and the content for the day in preparation can be a great help to free you up for pure engagement. But… Don’t let your trend be left to the automated gods.
3 things to remember... 1.
Aim for engagement - reach and awareness is built in so try to make the content that’s seen as engaging as possible. 2. Don’t just rely on the #hashtag - promoted accounts and tweets use promoted accounts and tweets too. 3. You’re in the spotlight for 24hrs - look busy!