In 2019, Twitter introduced a feature called “Topics” which were Tweets or conversations separated by unique but popular topics. A user could choose to follow the desired Topic, say “board gaming”, and in their Twitter Feed, in addition to those accounts that user specifically followed, they would also see a number of trending Tweets relevant to the topic of board gaming, such as a review video about an anticipated game expansion.
However, while the algorithm for Topics has been great for getting users relevant content straight to their feed, this feature was limiting. A person can subscribe or follow a Topic, but they cannot push out content onto a Topic. In other words, a user can make relevant conversations and attempt to be included by a pushed-out Topic, but no brand could specifically create a Tweet and click some button to make it automatically trending to subscribed Topic feeds. You can see how that would be frustrating.
What Twitter’s New “Communities” Look Like
The good news is that in a recent update, Twitter has announced the launch of what appears to be Topics 2.0.
Labeled “Communities”, this new feature is similar to Facebook’s Groups in that anyone can create and join a group (but here on Twitter called Communities) based on a topic that interests them. Then, once a user is joined to a Community, they can then send out Tweets to the Community, thereby sending tweets to targeted audiences. Those subscribed to a Community will then see the tweets in their primary feed but tagged with Community similar to how Topics tweets are displayed.
How You Can Leverage These Changes for Your Brand
As you may have already surmised, this upcoming Communities feature will give brands the key facet that was missing with Topics: Control.
With Topics, brands could only hope to reach desired audiences by algorithmic charming. With Communities, brands can target and reach desired audiences with incredible ease, and they can do so by incorporating the broad reach of Topics. Remember, the fantastic beauty in Topics is that it connects users to interesting topics and thereby builds up a content-hungry audience.
With Communities, when used correctly, brands can tap into those hungry markets and send out relevant content to new and committed users. Plus, some of these new communities will also be further split geographically, proving to be an even bigger boon for businesses that cater to a set city or region.
But, of course, to leverage these exciting changes for your brand means that first and foremost, you must be set up for success on Twitter. Success on Twitter means:
Optimize your profile
Does your business or brand have everything but the Twitter name blank? Stop. This is not the place where minimalism is the preferred aesthetic. Rather, your Twitter profile plays a critical role in whether people decide they are interested in learning more about your brand, and whether they will choose to follow. So, make your profile one worth following.
Use a high-quality logo image as the profile picture and relevant background photos that feature your company or pair with your overall brand concept. Include at least one link to your website or e-commerce site and a short but concise biography that defines who your company is (use your mission statement as a cornerstone).
Finally, include brand, Topics, and Community-relevant keywords. In other words, make yourself easy to be found.
Be interesting and relevant
Twitter is where people go to 1. Be entertained and 2. Get niche relevant content.
Twitter accounts that best deliver on entertaining and relevant content are the accounts that get the most follows. Just consider who you last followed and why you followed them. We bet your answer isn’t because they constantly Tweeted out self-promotion ads. We bet your answer is more like because they have smart commentary on my industry or because they share funny videos.
Whatever your answer is, strive to be that answer for others. Our experienced team of digital marketers calls this part of the marketing process content curation because it involves looking, creating, and carefully choosing the best content to deliver to audiences.
Now that you’re adding Communities to your targeted lists, you have even more incentive to create the desired content.
Engage
Do not just sit back and make tweets for others to commentate on. Be the commentator!
The reason why Twitter is so successful and why no other meaningful competitor exists because this is the only platform on the whole of the Internet which Joe Nobody can end up having a back-and-forth conversation with high-profile celebrities, politicians, and industry leaders.
The conversations here are king. Conversations are the reason the platform thrives. Thus, the more you engage with other users, regardless of if they are an industry leader or a curious client, the more you will attract interest.
Interest attracts followers. Followers become leads. Leads become buyers.
Need Help with Your Social Media Management?
Feel like the type of content curation we’ve described sounds exhausting? We understand. The people who are most successful on Twitter today spend a significant amount of time on the platform. Staying relevant takes time, but that time also means time not spent working on your business. Time not spent working with your employees and clients.
But that’s why you have us. Great leaders know how to delegate well. If you aren’t a social media guru or are just getting your brand and business started, then consider delegating part or all of your social media tasks to a social media management group like ours at BizIQ. Our team of writers, artists, researchers, software analysts, and marketers are equipped with the skills and know-how to take your social media accounts to new heights. Contact us today to learn more.
