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Why you should include Twitter in your marketing plan

Opinions of contributing entrepreneurs are their own.

Social media has become an integral part of marketing strategies for most businesses. However, despite its popularity, Twitter is often overlooked by companies in their marketing efforts. This is surprising given Twitter’s unique strengths and capabilities that can help businesses reach and engage with their target audience. In this article, we’ll discuss how Twitter is often overlooked by businesses in their marketing strategies and why it’s important to include Twitter in your company’s marketing plan.

One of the main reasons companies overlook Twitter is that they see it as a platform used primarily for face-to-face communication. They assume that Twitter is more of a social network than a professional network and therefore not a suitable platform for their marketing efforts. However, this assumption couldn’t be further from the truth. Twitter is an excellent consumer marketing platform, with more than 330 million active users worldwide and more than 500 million tweets per day. In fact, Twitter is often referred to as the “water cooler” of the Internet, as it is a place where people gather to discuss and share their thoughts on various topics, including brands, products, and services.

Related: Is Marketing on Twitter Worth It? 4 ways to use Twitter in your marketing

Humor in Twitter Marketing

When we talk about brands using Twitter for marketing in humorous and sometimes even raunchy ways, people often think of brands like Slim Jim and Wendy’s, both of which liberally use memes to “roast” their audiences, routinely telling popular inside jokes. use to relate to a younger Gen Z audience. These strategies were popularized by Twitter user Jake Ryan (known as Santa Decides on Twitter) when he noticed this lack of brand engagement on Twitter and decided to do something about it.

Imagine Santa using Twitter to publicly announce which celebrities and brands were on the “Naughty” or “Nice” list. That’s exactly what Jake Ryan did on Twitter. He created a Twitter account with the persona of Santa Claus (yes, jolly old Saint Nick) to “decide” who’s on the Naughty or Nice list, eventually incorporating brands into his content to promote new products on the to market. His @SantaDecides account became a popular Twitter account by using pop culture references and relatable humor. Jake used the account for entertaining and engaging content in a new way and quickly gained over 250,000 followers on the platform.

The account’s use of memes and humor also helped to humanize brands, making them more accessible and relatable to their audiences, increasing engagement and loyalty. Jake was so successful that he became a social media manager for several large companies and even collaborated with major brands such as Skittles, MrBeast Burger and Slim Jim. He has also contributed to several viral content marketing campaigns for these brands along with other online celebrities.

Related: How Oreo, other brands dominated Twitter during the Super Bowl blackout

Twitter’s unique strengths and capabilities

Companies often underestimate the power of younger buyers and audiences and are not often run by younger people, leading to a lack of understanding of Twitter’s unique strengths and capabilities. The real-time nature of Twitter allows businesses to engage directly with their audience, and the character limit encourages concise and impactful messages. In addition, Twitter’s hashtag feature allows businesses to participate in conversations about relevant topics and trends, further increasing their visibility and engagement. In addition, Twitter’s advertising platform offers various targeting options, including interests, demographics, and location, helping businesses reach their desired audience.

Despite these benefits, companies are finding it difficult to measure Twitter’s impact on their marketing efforts. Unlike other social media platforms like Facebook and Instagram, Twitter doesn’t have as comprehensive analytics tools, making it challenging for businesses to measure the ROI of their Twitter marketing efforts, which can lead them to overlook Twitter altogether.

While Twitter may not be as popular as other social media platforms like Facebook and Instagram, it still has a sizeable and active user base. In addition, Twitter’s audience is diverse, with users from different age groups, professions, and interests, making it a valuable platform for businesses to reach a wider audience.

Related: How to Add Twitter to Your Marketing Strategy

Tips to use Twitter more effectively as a brand

As we’ve discussed, Twitter can be a powerful tool for businesses to advertise to their audience. Here are some tips for using Twitter for marketing effectively:

  1. Define your target audience: Knowing your target audience is essential to creating effective marketing strategies. Use Twitter’s analytics to determine the demographics of your followers and use that information to create content that speaks to them.

  2. Use hashtags: Hashtags are a great way to make a brand’s content more discoverable. Quickly find what’s trending and integrate those tags into your tweets. Companies often create hashtags to promote their campaigns.

  3. Engage with your audience: After all, Twitter is a social media, so it’s imperative for brands to connect with their audience. Reply to tweets and messages, retweet and like relevant content, and participate in Twitter chats to build relationships with your followers.

  4. Use visual material: Tweets with visuals, such as images and videos, generally perform better than tweets without. Use high-quality imagery to reinforce your message.

  5. Promote your Twitter account: Make sure to promote your Twitter account on your website, email signature and other social media channels to increase your following.

  6. Measure your results: Use Twitter’s analytics to measure your results and determine what content resonates with your audience, adjusting your strategies based on the analytics.

Overall, Twitter can be a powerful tool for businesses to connect with their audience and build their brand. By following these tips, companies can effectively use Twitter to advertise to their audience.


Shreya has been with australiabusinessblog.com for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider australiabusinessblog.com, Shreya seeks to understand an audience before creating memorable, persuasive copy.

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