Organic best practices

The role of organic content for businesses on Twitter

The most successful brands on Twitter have both paid and organic strategies. To illustrate, a Followers campaign is more likely to be successful if your profile has a healthy stream of engaging organic content. Conversely, promoting a Tweet can give it organic momentum.

With this in mind, here are our tips for creating effective organic Tweets.

Organic Tweet copy

• Keep your message concise
• Limit hashtags to 1-2 per Tweet
• Include a clear call-to-action where applicable (e.g. “Read the full story”)
• Avoid writing copy in all-caps
• Keep a conversational tone
• Consider using emojis to add emotion

Organic Tweet creative

Adding media to a Tweet can help it stand out in the timeline. Here are some things to keep in mind as you choose your creative:

• Avoid images with heavy text
• Keep videos to 15 seconds or less
• When driving to a link, consider using a Website Button to make your image or video clickable.
• Use captions or another “sound-off strategy” for videos with dialogue

Key to success:

Test, learn, and test again! The data will show you which copy, creative, and tone resonates with your audience.

Planning and inspiration

When it comes to planning Tweets, here are some time-saving tips:

• Use a content calendar to plan ahead
• Keep a bank of evergreen, approved Tweets on-hand
• Schedule Tweets to help with coverage
• Create a content theme for each day of the week, e.g. “Thought-leadership Thursday”
• Look for opportunities to participate in recurring weekly hashtags

Community management

• Monitor indirect mentions of your brand (keywords, hashtags, etc.)
• Improve response time by creating pre-saved responses to common questions
• Check for past conversations to get context and create a personalized exchange
• Stay on top of trending events and conversations for opportunities to connect