Social media sites have become an integral part of every brand and are high on the priority list of every marketer. However, every site has its own specificities. Businesses need to understand the differences in order to get their message across as effectively as possible.
Brands with a lot of updates, need to ask themselves which social network is best to share content most frequently. After all, the algorithms of social media sites do change constantly. If you post too much or too little, your content might not get the reach you wanted.
However, there is one social network that allows you to post as often as you wish – and that’s Twitter. Read on to find out more about how marketers can get the best out of the platform.
Why is Twitter important today?
Today, Twitter is still one of the platforms with the highest number of active users globally. Furthermore, news still brake frequently on Twitter, giving it many eyeballs and a lot of attention. Of course, everyone still remembers all the famous and polarising Tweets that former US president Trump shared on a daily basis.
Due to its affiliation with news and media-related topics, Twitter has remained relevant and attractive for users. Businesses, brands and marketers can use this for their own benefit. As the platform prioritises relevant and recent news and updates, it’s perfectly fine to ‘tweet’ several times a day.
Why you should share your contents most frequently on Twitter?
It’s important to remember why people use Twitter. For many, it’s a form of consuming news and updates. People don’t want to be entertained – they will go to Instagram or TikTok for that. The focus with Twitter is on news and updates, and if your brand has plenty of that, then you can reach your audience here. Unlike other platforms, on Twitter you can post as frequently as possible to reach your followers. They nor the platform will not consider it spam.
HubSpot confirms this in its marketing course. If you have taken the HubSpot Inbound Marketing Certification course, you will have certainly seen the question ‘which social network should you share content most frequently?’ And HubSpot’s answer is Twitter as well.
A comparison with other social networks
Let’s take a look at how Twitter compares to other social media networks. While each platform has its unique differences and special features, their algorithms also function in a different way.
Back in the day, people updated their status on Facebook several times a day. However, these times are long gone. The quantity of content will not result in a bigger reach. For brands and pages, 2-5 posts a week are ideal. If it’s too little, no one will notice. If it’s too much, Facebook and your followers will consider it spam.
A few years back, LinkedIn also changed its feed algorithm, prioritising content that’s more relevant than recent. This means that more posts won’t get you more eyeballs. It’s similar to Facebook – 2-5 times a week are enough if you are a brand.
While relevance is highly important, Instagram works slightly different. In order to brake through the flood of content, it’s crucial to be consistent with your posting on Instagram and Stories. It’s ok to only post twice a week, but it’s also ok to do it every day – as long as you do it consistently.
As we have already seen, on Twitter it’s best to do it as often as you want or as often you have something relevant to say. For example, if you are large regional business that has a lot of products, news and event updates, you can share them on Twitter as frequently as you wish.
Why is this relevant for marketers?
Twitter may not have a lot of character to share a lot about your brand, but it’s a great way to share links to your website, blog or other relevant pages. Marketers can use Twitter as a way to attract attention and reach a new and wider audience. It’s like a gateway for your community to keep taps with you and your brand. Sharing bite-sized updates about your new product, blog or events, combined with relevant links or videos, can help you to engage your audience.
One of the most interesting things about Twitter is the community aspect. Most people on Twitter are sincere and very engaged. Through following groups and leaders in your niche, and engaging with them, you can build your own community on Twitter.
How can you best leverage Twitter?
As we have seen, sharing content very frequently on Twitter can reap benefits. Having said that, it’s also important to remember that the information should be relevant and ideally have a news-worthy element to it. If you are sharing simply for the sake of sharing, your content might not get any traction at all. On top of that, it might also reflect negatively on your brand.
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