If you’re wondering why Twitter isn’t working for you, sometimes changing the way you think about the platform is key. As a content producer who has been using it for some time, I see too many people relying on minimum postings and big followings.
If you’re a “just post 1-2 things a day” marketer, let me draw your attention to a recent post from Kim Garst called “The State of Twitter”? In it, Garst, as well as Ted Rubin, Larry Kim, Peg Fitzpatrick and other experts pull some insights based on what’s happened on Twitter in the last quarter. Their data showed that the Tweeters that get top 20 percent of the of the traffic/clicks are Tweeting 80 TIMES A DAY. The Lower 80% - 14 times a day. Consider this and compare it to how many times you’re tweeting per day.
If you really want to make an impact, it’s easy to seek out the accounts that have the biggest followings, right?
If so, I hope you saw a reminder that Desmond Dreckett recently tweeted –
Around 91% of Twitter mentions come from people with fewer than 500 followers.
That stat seems to originate from a Hubspot study that analyzed over 1 billion social mentions in a two year span. So, as Nicholas Grizzell said on AgoraPulse – fame does not make or break mentions on Twitter.
So, does this mean you need to Tweet 80 times a day and go after only those with smaller followings?
Consider increasing frequency – Some of those prominent probably have teams or significant automation time and resources at their disposal. You don’t have to be exactly like them, but if you’re only tweeting 80 times a month, increase that number a little more.
Don’t obsess over giant numbers – Sure those big follower accounts look good, especially if they follow you. However, many of them also have a lot of people they’re following. So, you’re competing with a lot of content in their feed.
Focus on value – Instead of making followers be the key to your follow, make it about value. Find people that engage with other people and share content that’s relevant to you. If they have a smaller following, it might be a little easier to curate a meaningful relationship with that colleague.
The good news is, these are actions you can take on Twitter right now. So, follow some new people, and tweet a little more today!