Twitter for Marketing: Strategic Uses for Spaces, Lists, Pinned Tweets, and More

Person sits at a desk typing on a computer. Displayed on the screen is a digital illustration representing various online activities. The heading reads Social Media. Other legible text includes Chat, Share. The person's desk is cluttered with various office paraphernalia. People at other work stations are partially visible.

On the fence about whether or not you should be using Twitter for marketing? Unsure of how to even use the platform in a way that promotes growth while driving engagement and conversions?

In this article, you’ll learn the benefits of making Twitter part of your marketing strategy, plus six features you’ll want to take advantage of.

Why You Should Use Twitter for Marketing

There are 192 million daily active users on Twitter with 500 million tweets being sent per day.

graphic from Oberlo depicting Twitter's 192 million daily active users

While Twitter may not be the most popular social media platform in terms of users, there’s still a lot happening there. Many people get their news from Twitter. Brands are selling their products and services there. And new connections are being made all around the world.

So even though some think Twitter is dead, that couldn’t be further from the truth. The reality is, you just need to know how to effectively use Twitter for marketing your brand. Then, you’ll begin seeing the results you want (growth, conversions, etc.) and you’ll learn to love the platform all over again.

The Benefits of Using Twitter

When Twitter was launched in 2006, users were busy sharing text updates that were restricted to 140 characters. Now, the platform has become so much more. Tweets have the capability of reaching 280 characters, there are exciting features like Spaces, and it’s become a hub for hour-long Twitter chats where people can learn and connect.

As far as social media platforms go, Twitter has it all. And many brands are catching on. Data shows that 75% of B2B businesses are using the platform to market their products and services. But it’s understandable that you may not be convinced of its value just yet.

So, here are three reasons why using Twitter for marketing is beneficial:

  • Your audience is probably already there. Your time is precious and unless you have a team working alongside you, it’s difficult to be on every single social media platform. That’s why you need to be smart about where you’re putting your time and effort. It’s important to be on the platforms your audience is actively using so you can get yourself in front of the right crowd. And, most likely, they’re hanging out on Twitter.
  • You can showcase your strengths. We all have unique strengths that should be considered when creating content. Whether you shine brightest with written posts, audio content, or video, Twitter offers you a place to share it all. You can create the content that most appeals to you and your audience.
  • It’s effective for connecting with your community. There’s something so different about using Twitter to engage with your community there. Real-time conversations just seem to flow better. Plus, Twitter has also become a platform where many brands offer customer support, meaning it can be a whole other way for you to serve your audience.

Twitter for Marketing: 6 Features You Should be Using

Now that you know some of the benefits of building your brand presence on Twitter, you may be wondering which of the platform’s features you should take advantage of. Not only that, but how can you use them strategically to drive the results you want?

Here are six features I recommend checking out:

1. Spaces

As a competitor to the audio-only app, Clubhouse, Twitter created Spaces. If you’ve used Clubhouse, it functions in the same way. Users are able to host audio conversations where they can invite speakers and have listeners tune in live. Think of it like a live podcast recording or even a radio show (just without the music).

screenshots showing how to start a room on Twitter Spaces and what the inside of a Twitter Spaces room looks like

However, there are some differences between Spaces and Clubhouse. Twitter Spaces offers features like the ability to react with emojis and provides captions to ensure conversations are accessible to everyone. That’s an area where Clubhouse is really lacking because digital accessibility is crucial for online brands.

Plus, the creation of Ticketed Spaces gives brands another way to monetize their online presence. For those reasons, you may prefer to use Spaces instead.

But how can Spaces become part of your marketing strategy? Here’s what you should know:

  • It’s great for gaining exposure. As with any social media platform, you probably want to grow your audience. Spaces is an amazing way to do this, especially if you collaborate by going live with other brands. You’ll be able to introduce yourself to their community and hopefully some of them will begin following and supporting you.
  • You’ll position yourself as an authority. When you’re strategic about the kind of conversations you’re hosting, you’re able to show people that you really know your stuff. Use Spaces as a place to teach your audience how to do something (like a mini masterclass) or you can talk about hot topics in your industry.

 

Personally, one of my favorite ways to use Spaces is to offer live, real-time profile audits. The listeners who tune into my weekly show can request for me to review their Twitter account so they can get actionable advice on where to make improvements. (You can check out my three weekly Twitter Spaces rooms here.) Ultimately, it goes back to knowing what kind of content would best serve your target audience.

Using Twitter Spaces to Grow Your Online Brand

2. Lists

There’s no denying that Twitter is a pretty busy place. With so many posts being shared every minute, it can be easy to miss updates from the people you’re most interested in. That’s why Twitter lists really come in handy. Lists allow you to curate a selection of Twitter accounts all in one place. These lists can be private (just for you) or public (meaning any Twitter user can view it and even subscribe to it). When you access a list, you will see posts shared only by the accounts you’ve added. It’s perfect for cutting through the noise, especially if you follow a lot of people.

screenshot of the Twitter lists created by the official Twitter account

Now, you’re probably wondering how lists can be factored into your overall strategy when using Twitter for marketing your business. You could create a private list of potential clients. Then, you could monitor their tweets to learn new ways you could serve them. Also, it will help you to identify opportunities to build your relationship.

Another option is to create a private list of your competitors’ Twitter accounts. This way, you can stay updated with what they’re sharing. You can look for gaps in their social media strategy, allowing you to step up to the plate and hopefully attract potential customers.

3. Following Topics

Besides Twitter lists, another way you can customize your experience on the platform is to follow topics you’re interested in. This feature was introduced back in November of 2019 and has grown from several hundred topics to thousands.

It’s similar to following an account, in the sense that you’ll see topic updates in your main Twitter feed. However, these tweets will come from a variety of accounts, so you may see some new and interesting faces popping up. Twitter allows users to follow a variety of topics related to business, entertainment, sports, gaming, food, news, and so much more.

screenshot of topics a user is following on Twitter

The reason this is great for your marketing efforts is because it helps keep you updated regarding the topics that matter the most to you. For instance, you could follow a topic related to your industry so you’re updated on the latest news. This will provide you with new things to cover with the content you’re publishing, since your target audience may be interested in seeing it as well. It’s a smart way to show people that you’re educated with what’s going on in your field.

And another reason to start using the Topics feature now is that Twitter is integrating it to help with Spaces discoverability. So rather than seeing random rooms in your feed, they will be more curated to your interests.

screenshot of tweets from a followed topic on Twitter

How to Follow People on Twitter Keep Track of Your Favorite Topics

4. Pinned Tweets

The pinned tweet feature is something that many Twitter users don’t take full advantage of. Essentially, this is a tweet that always stays at the top of your profile. No matter how old the tweet gets, it will stay there until you unpin it or replace it with something new.

By pinning a tweet, you’re able to prolong the life of a particular piece of content, allowing it to be seen by anyone who visits your profile. That’s a pretty smart move considering the lifespan of a tweet is approximately 15-20 minutes. When you’ve worked so hard to craft amazing content, you want it to get all the engagement it deserves. And your pinned tweet will likely see an influx of retweets, replies, and provide website traffic if you include a link.

screenshot of what a pinned tweet looks like on a Twitter profile

Now the question is, what should your pinned tweet feature?

  • You may choose to update your pinned tweet frequently, making it a place to showcase your latest piece of content. This is my personal favorite tactic. Whenever I have a new blog post on my site, I update my pinned tweet with a link, meaning it gets swapped out each week.
  • On the other hand, you may want to pin a piece of evergreen content, which will always be relevant and timely for your target audience. Doing this means you don’t have to remember to update your pinned tweet so often.
  • Or if you’re in the middle of a launch, it would be wise to write and pin a tweet that talks about your product or service and includes a clear call to action. That’s a fantastic way to generate sales in your business.

5. Advanced Search

Another tool that should be part of your Twitter marketing efforts is the Advanced Search feature. More often than not, if you search something on Twitter, you’re using the simple search bar that’s featured at the top of the page. While it certainly gets the job done, sometimes you need something a bit more robust. That’s where Advanced Search comes in because it offers more control, making it easier to find the information you’re looking for.

screenshot of the prompts inside the Twitter Advanced Search feature

You can search for exact phrases, exclude certain words, find posts from specific accounts, and more. It’s actually a pretty helpful tool. And as a brand, you can use this to find conversations taking place on certain topics so you can jump in and offer your expertise. You can also use it to research your target audience to learn more about their pain points, which you can then address with the content you create.

6. Media Studio

Have you ever used Twitter Media Studio before? Better yet, have you even heard of it? Unfortunately, many users are completely unaware that this feature exists, which is a shame because it’s amazing when using Twitter for marketing your brand.

In order to gain access, you will need to create a Twitter ads account at ads.twitter.com. Don’t worry though because you won’t need to pay anything just to use the Media Studio. Once you’re inside, you’ll see that this tool basically houses all of the visual content you share on Twitter. It allows you to manage old content and upload new images and videos.

screenshot of the media library inside Twitter Media Studio

Here are a few benefits it provides:

  • Twitter Media Studio gives you the ability to schedule tweets that feature media content. While your favorite third-party scheduling tool can certainly handle this, there are a couple of reasons why you might want to use Media Studio instead.
  • That’s because you’ll be able to add and edit metadata for the videos you upload. Twitter allows you to embed a title, a brief description, and a call to action link. This is in addition to the 280 characters in your tweet. Your videos can really pack a punch!
  • And another really important feature is that you can upload captions using an SRT file. It’s more important than ever to ensure your brand is accessible by creating inclusive content. Adding captions to videos is crucial to ensure those who are hearing-impaired can still enjoy the content you’ve worked so hard to create.

screenshot of a post created in Twitter Media Studio showing metadata for a video

Conclusion

Twitter provides an amazing opportunity for brands to gain exposure, which is why it’s not to be overlooked as part of your social media strategy. By making use of the features Twitter has to offer, you’ll be able to grow your community, build relationships, and drive traffic and sales. Not only that, but these features will help make your experience on the platform more fun.

At the end of the day, what you get out of Twitter will be a reflection of what you put in. Using Twitter for marketing your brand means being consistent with posting content. You also need to engage with others (no lurking!). And be willing to experiment with your strategy to see what works best. When you dedicate yourself to this platform, you’re sure to see results.

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