Twitter strategies that no longer work

As the platform matures—and finally turns a profit—smart communicators are leaving some old strategies in the dust. Here are some tactics that social media marketers should avoid.

Twitter has never had great numbers.


However, the numbers were never Twitter’s biggest draw. Marketers know that Twitter’s main advantages are more about quality than quantity. They also know that it’s the best social network when they need to contact a media outlet, protect their organization’s reputation, offer customer service, or drive engagement with a promotion.


1. You keep it short and simple.



They also give more room for marketers to provide useful information, use more effective language and provide context to their tweets, and that’s without mentioning the possibilities offered by “threads.” Deciding to not adapt to the new norm is likely to backfire.

2. You’re stuck in the millennial demographic.

Millennials are still in their heyday as the most sought-after demographic for marketing, however those who are interested in marketing to different age groups shouldn’t put all their eggs into one basket.


3. You’re heavily automated.

Automation is a cross-industry trend that’s predicted to change the nature of work as much as the original industrial revolution did. From self-driving cars to chatbots, automation is changing the way many things are done, including marketing.


Twitter is a social platform where users expect to engage with actual people who work for actual companies. They expect an answer when they ask questions, and automated tools might not be able to give them. Plus, Twitter is a social network that’s uncannily good at creating PR nightmares with badly timed or tasteless tweets.


4. You’re giving up on paid advertising on Twitter.

Completely giving up on Twitter advertising might not be the best strategy for 2018, even though Twitter’s losses of ad revenue suggest that some marketers are doing it. There are several indicators that paid advertising might improve. Advertising metrics in Q3 2017 show a 99 percent year-over-year increase in total ad engagement, as well as a cost per engagement decrease of 54 percent year-over-year. Twitter also introduced the paid Promote Mode, which can come in handy, especially when building an audience.

In 2017, Twitter grew its user base while losing money from advertisers. It’s implemented algorithm changes, rolled out new products and changed one of its defining features.

It’s still not certain whether these changes will be enough to finally push the company towards profitability. What we know is that, as far as engagement goes, Twitter has been improving. sticking around with Twitter for a little longer would be a good bet after all.

Donna Moores is a content marketer and manager at HandMadeWritings.

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