Do You Have a Twitter Marketing Plan?

May 21 2018

A Twitter presence, whether personal or corporate, is part of daily life in 2018. According to Hootsuite, nearly 330 million users worldwide access the platform in more than 40 different languages. Even more impressive is the number of active users: 42 percent access the app every day, while another 24 percent use Twitter weekly. That means more than 215 million users are on Twitter once a week or more.

With that many users, there’s no doubt the platform has a variety of uses. It’s a news source, a place to consume pop culture, a channel for audiences to engage and so much more. More recently, the platform has become a go-to channel for customer service.

Yet, with that much potential reach and a variety of applications, many brands are still missing the mark by not having an intentional Twitter marketing plan and strategy. It’s easy to let your brand’s Twitter activity fall to the bottom of your priority list, but being proactive and strategic about your approach can generate positive brand exposure, quality hires, new business and more.

Below are a tactics to boost your Twitter presence and strategy – and, hopefully, your bottom line.

280 Characters

Let’s start with the basics. Last November, Twitter doubled its character count from 140 to 280. While controversial, communications pros undeniably benefited from the change. Gone are the days of sacrificing grammar or punctuation to accurately get your message across. In addition, images and URLs no longer count as characters, freeing up space while including visual media. Don’t worry about seeming too wordy – 280 still keeps it brief.

For the times you need to say more, take advantage of the new “Threads” feature. Threads are strings of several tweets that give more room for context and allow further explanation. The full thread hides behind a “See more” button, so your message is still focused and concise.


For frequency, more is still better on Twitter. Using a social media tool to plan and schedule your tweets can help to significantly increase your frequency of activity.

Be strategic in the timing of your tweets. According to HubSpot, the best day to tweet is Wednesday. The best times are 12, 3, 5 and 6 p.m. Research also shows that business-to-business tweets perform 16 percent better during business hours, while consumer tweets perform 17 percent better on the weekends.

Twitter performance


The use of video and live streaming has changed the way people consume news, listen to music, stay up on current trends and more. A recent study by Buffer shows just how much better videos perform on Twitter compared to images, GIFs or links. Video may be a huge – potentially untapped – opportunity for your Twitter strategy.

twitter strategy

The key to integrating video is to keep it brief. Think of the short videos you see from Refinery29, Bustle, NowThis and others that show how-to recipes, quick human-interest stories or a condensed version of a viral YouTube video. Overlay captions on your videos (like in this example), because studies have shown most people watch videos WITHOUT sound as they scroll through their social media feeds. This type of content is easily viewable and shareable, making it simple for users to engage with your brand.


If you’re truly wanting to up your Twitter game, there will be an investment of time, money or both. Be intentional about planning your social media content. Have regular meetings to discuss content ideas, scheduling and to evaluate results and performance.

Find a scheduling tool that best fits the needs of your brand. There are many free options, but larger social media teams with multiple users may need to invest in a paid version.

Don’t be afraid to push out some paid content. Set a monthly budget specifically for paid Twitter posts and promote the content you want to reach a larger audience. According to Hootsuite, Twitter ad costs are decreasing but engagement is increasing – that sounds like promising ROI.


I hope you’re able to take these tactics and create a Twitter marketing plan that increases brand exposure and positively impacts your bottom line – and I hope you believe that it can! A Twitter-commissioned Nielsen study found that telecommunications consumers spend 6.8 percent more with a specific wireless carrier after viewing a Twitter ad, and that’s just one example.
Beyond sales or new business, Twitter is clearly a relevant channel for business. The platform’s slogan says it all: “Twitter. It’s what’s happening.” So, are YOU maximizing Twitter?

Amanda Hill is principal and CEO of Three Box Strategic Communications in Dallas, Texas. Three Box is proud to be the Texas affiliate to PRGN.

Header photo courtesy of Hamza Butt on Flickr