Editor’s Note: This is a guest post by Raj Gautum.
How far are you exploring the features of Twitter in your social media marketing strategies? If you haven’t yet used Twitter Moments for your brand, now is the time to start with it.
What Twitter Moments are and how to leverage them as a marketer
The first step towards brand awareness on social media is always to earn engagement and initiate conversation.
Twitter Moments, as the name suggests, help users to structure their collection of tweet moments by stitching together multiple tweets into the format of slideshow-esque stories.
Twitter Moments launched in October 2015 with the intention of helping Twitter users keep up with what’s going around the world at any given time without having to follow multiple people or keep tabs on trending topics. Finally, around August or September 2016, Twitter opened up this feature to individual accounts and brands to let them tell their stories in a dynamic way.
The best feature of Twitter Moments is you can include anyone’s tweets (till the limit of total 10) in one Moment. You can add a series of tweets or live stream videos to your moment. Here are some options to think about.
1. Announce New Products or Services
These days, many trade publications heavily rely on social media similar to emails and newsletters to new articles they write. Once you have a press mention from a publication, you can create a Twitter Moment to aggregate tweets from these publications as they spread your news/publications on Twitter.
2. Positive reviews of clients / customers / followers
Clients’ testimonials are the strongest source of earned media. Word-of-mouth publicity wins over any other paid or organic advertisements. Create Moments to curate positive feedback you get from your customers. Don’t feel limited to the feedback you’ve received on Twitter. Feel free to take a screenshot of a positive Google review, an email, or a Facebook comment and use those in your Twitter Moments.
3. Positive feedback from employees
Positive feedback from employees is just as important as positive client feedback. As they say, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients”. Share the positive and encouraging feedback of your employees and create a Twitter Moment for the same. It will also motivate your existing employees and they will pour more efforts in achieving your business goals.
4. Expansions or infrastructure changes
Geographical expansions and office openings are very important for any organization, especially those in the growth stage. The news and updates related to such changes can also be packed in your Twitter Moments.
5. Business success / award / certification
Success follows success. Share your awards, accolades, certifications or success in any other form and let your followers know about them. It can also include any good cause that your company supports. If you are closely tied to the surrounding community, you can help your followers understand more about your company by sharing Moments about things that are significant to you.
6. Follow industry trends or market trends
Any successful business needs to stay updated with industry trends and related market trends. You can use Twitter Moments to track things that has an impact your industry (or your customers’ industries). Such trends can include new regulations, any research, surveys, and other changes affecting your industry. Twitter Moments will help you follow emerging technologies or technological fluctuations that could become new applications for your company’s products.
Examples of B2B brands using Twitter Moments
Last year, HubSpot edged with a publication platform on Medium and celebrated their first anniversary. HubSpot sent out a Twitter Moment capturing their year-long journey – “one year on Medium”.
Microsoft has used Moments to showcase the keynotes at their conferences as well as their public policy work with the federal government.
Here are the 5 things you should to do get started with Twitter Moments
1. Create a Twitter Moment
It is very easy to create a twitter moment from your account. In the ‘Create new Moment’ page, provide your Twitter Moment a cover image, catchy title, and perfect description. Your title should grab attention and your description should present a crisp synopsis of the Twitter Moment.
Four options are available to add tweets to your moment. You can add Tweets you’ve liked, Tweets by a particular account, search for a Tweet, or add a Tweet by pasting a Tweet URL.
Note: Use a description to grab the attention of the users.
2. Follow interesting and relevant Twitter Moments
Not just you can create and publish your twitter moments, but you can also follow others interesting and relevant twitter moments.
Yes, just in case, you see the Follow button in a Moment, you can either click or tap it. It will enable Tweets related to those particular moments to appear in your Home timeline as the action unfolds in real time.
Moments are habitually updated as new information. You’ll get notified that a story has been updated since your last view when you see a blue dot in the upper right-hand corner of the image associated with that particular Moment.
Tweets that are inserted into your timeline will have the icon of Moments next to the tweets. Once the Moment is complete, you will not be able to see Tweets in your Home timeline.
Please note that only select Moments are available to follow.
3. Pull in content from other accounts
Twitter’s Moments are slightly diverse from the Stories you can create on Snapchat or Instagram. Here, you can easily pull in content from any Twitter account and easily bring together a range of perspectives and media to tell your story. However, if you find any content that is pulled out unethically, you can report that content.
4. Repurpose video in a Twitter Moment
Everyone prefers to have their interesting content (be it visual or textual) in one designated place. Hence, such sort of moments can grab better attention and earn better engagement. Considering this, it would be more than awesome for you to stitch some videos or GIFs in your Twitter Moments. You can advertise product demo and share key details about your product in one place.
According to Social Media Examiner, using a video as your cover photo can also get your moment a ton of traction.
5. Track engagement received on your Twitter Moments
As mentioned above, you can include anyone’s tweets in your Twitter Moments. Further, it is important to track engagement of your Moments. Can you do this if others’ tweets are included?
Yes, you can view engagement metrics for your Moments on twitter.com through analytics. The report shows parameters as follows:
- Opens: The number of times users viewed your Moment
- Unique Opens: The number of unique users viewed your Moment.
- Likes: The number of likes on your Moment.
- Shares: The number of shares of your Moment.
- Completion Rate: The percentage of unique accounts that reached the end of your Moment. This is an important analytical parameter. Such numbers reveal the actual level of engagement of your Moment.
Last but not the least
So far, we have seen how to use Twitter Moments work, so make the most use of it in your B2B Marketing. To sum up the entire article, it can be concluded that promote your events and your brand with the help of Twitter Moments. Twitter moments are,for sure, a grand manner to promote an event, whether it’s forthcoming, occurring live, or has already passed.