A Content Marketer’s Guide to the New Twitter

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You’ve learned the importance of your profile from Facebook and LinkedIn. Now you’ll see it on Twitter, too.

Twitter’s new photo-centric redesign places a great deal of emphasis on your profile. Visuals have been growing increasingly important for Twitter and the new design pushes them even further. Larger background images and more prominent profile pictures–there’s an unmistakable similarity to Facebook.

Just when you thought you’ve found comfort in the firehose barrage of Tweets known as the timeline, Twitter up and becomes more like everyone else. Twitter’s redesign will showcase a huge banner photo and featured Tweets. It will also emphasize multimedia, individuality and social engagement.

Here’s what to expect:

  • Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
  • Pinned Tweets: Pin one of your Tweets to the top of your page, so it’s easy for your followers to see what you’re all about.
  • Filtered Tweets: Now you can choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.
  • Real-Time Notifications: Fully interactive notification tabs pop-up in your browser anytime someone replies, favorites, or retweets you while logged into Twitter.com

A New Focus…

…on Branding: With a customizable header and the larger profile picture, marketers are provided a canvas to feature prominent imagery, or promote new campaigns. This is your chance to showcase your visual branding.

…on Engagement: Whether they are sponsored or have simply found organic success, heavily engaged Tweets will appear larger than the rest, allowing readers to easily identify quality content at a glance. Twitter is giving the content marketer what they want most: the power to easily share and repurpose content that’s resonating with audiences. High-performance Tweeting.

…on the User Experience: The new timeline allows users to view profiles and news feeds through filters. This means that your images always need to be top quality since they might be featured within a timeline of visuals. For the user who wants a more conversational Twitter, the replies timeline will be the place for them.

Content+Profile = King

One of the more frustrating issues with Twitter has always been the flood of text that appear in Tweets on individual Twitter profiles. Twitter is making an attempt to cut through that noise by distinguishing content with higher engagement by using a slightly larger font. At first, Tweets will appear in a smaller size and as more users engage with a Tweet, the profile layout will automatically increase font size to distinguish it from other Tweets on the page.

With the focus now on the user profile as a mainstream destination, it’s more important than ever to combine great content with a strong marketable profile. Amanda Stillwagon, Chief Marketer for Small Business Trends says it well:

“As head of social media for Small Business Trends, I’m really looking forward to the creative opportunities that the visual format of the new Twitter profile presents. Naturally, we will be sharing more videos and images as a result. But I’m most excited about the new Best Tweet feature. All the more reason to develop a laser focused engagement strategy when marketing content – if you accomplish that, Twitter will now reward you for it.”

My Advice:

Encourage favoriting and Retweeting. Tweet questions and share stats, facts, and quotes. Ask for a little help from your friends. According to Buffer, Tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet”.

Create images to go with your updates. Twitter allows you to upload up to four photos per Tweet, don’t let this opportunity go to waste.

You’ll want a 400 x 400 profile photo. 1500 x 500 pixels for the banner. If you want sharp and focused trust me on this one.

Pin your best stuff.Time for some traffic…” Not in Fort Lee New Jersey, but for your Twitter profile. Promote conversations by putting your best stuff first. Highlight a press release or promotion and get people interacting with the content you want them to see.

Watch who you follow. Click on your followers or accounts you’re following, they’re now formatted in Pinterest-like cards. If you scroll down your profile, Twitter features two of your recent follows, so beware of who you’re following because it’s now a part of your profile.

Basically…

Driving traffic to your profile page will become more important than ever. As a content marketer you should be incorporating more and more images into your digital and social strategy. People click images, so make sure they’re high resolution and strategically chosen. If you didn’t have a Twitter content strategy before today, it’s becoming clear that now you’re going to need one.

Published In: Firm Marketing Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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