Improve content marketing with Twitter Moments

February 6, 2017 by Annie
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Content marketing strategists are always on the lookout for ways to improve the efficiency of their advertising, whatever the goal, and with digital marketing taking off, developing a campaign with the potential to return great success has become more complex than ever. One platform often used for content marketers, particularly for the distribution of material, is Twitter. This micro blogging social network offers another way to engage with fans and followers via Twitter Moments.

Twitter Moments was first launched to the public in 2016. Instead of sharing a string of unrelated Tweets, users can actually create a story from tweets and multimedia. These are then uploaded to the networking platform as a ‘story’ for followers to engage with. Twitter’s move in this direction shows that the channel is clearly prioritising digestible, concise content that might be able to compete on an even footing with both Instagram and Snapchat.

For content marketers around the world, the Twitter Moments feature offers a great way to improve engagement with fans and dramatically drive return on investment (ROI) levels higher. One digital marketing and media analyst, Rebecca Lieb, was quoted recently as saying “Twitter Moments just leverages what Twitter is already about, which is real-time marketing.”

With this in mind, there are a few ways for advertisers to utilise Moments to their advantage. Firstly, companies can showcase not only their brand values, but the value of their brand in itself. For example, one healthcare provider developed a moment that focussed on their physician assistants. The company included data on the growth of the profession during the past five years, not only sharing valuable data and insights, but telling a story at the same time.

Another route content strategists could take is to use Twitter Moments to actively engage with their followers and brand advocates. It is best practice on social media platforms to actively share quality content from followers. However, this can be included in a Moment too, adding even deeper levels of trust and reputation among fans. It shows that social media teams really are paying attention to what their fans are saying and aren’t simply clicking the ‘Retweet’ button without properly engaging.

Finally, Twitter Moments can be used to help companies make their brand’s message more concise, while shaping their reputation. It is all too easy for messages on social media, particularly Twitter, to become lost or misrepresented, especially if a follower is out to cause trouble. Companies can also use Moments to deliver a statement, highlight specific messages or tweets, or to frame their perspective on a topic. The latter is particularly useful when responding to current affairs. Using Moments in this way enables brands to give a concise and focussed message that can keep reputations intact.

Overall, Twitter Moments can be a great method for content marketers to focus their follower attention on specific content, helping campaigns to find more success. It can also deliver concise messages, safeguarding a company’s reputation from negative press.

Annie