Twitter is an invaluable tool for businesses who want to reach a wide audience for little to no cost at all, except for an investment of time. And, but there is a great deal of return on investment for that time! Small businesses have been successful in utilizing this platform to network with other businesses, engage with current and potential customers, and promote products and services. To build a successful content strategy on Twitter, it’s important to understand the best practices and principles, and how to generate exciting content.

Find and create stories

  • Screenshot showing twitter trendsKeep a finger on the pulse of newsworthy events
    Observing Twitter’s trending topics, following local and national news outlets, magazines, and various social channels will help you stay in-the-know about what is newsworthy right now. If your business fits into the conversation, take the opportunity to be heard. Become acquainted with new studies, featured stories, and interesting interviews that you can share with your audience from the perspective of your business.
  • Search to find frequently discussed topics
    When a Southwest Airlines passenger proposed to his girlfriend on the airplane, his blog post quickly rose in popularity as more people shared it. The social media team at Southwest took notice of the mentions and ended up writing a heartwarming story on the couple. Twitter is a valuable source for new, interesting stories.

Ingredients for a successful post

  • Show personality
    Being approachable and utilizing your unique voice can be vital in driving engagements with your audience. Wit and humor can provide entertainment value and showcase a more informal side to your business. Moreover, research has shown that brands who post humorous content on social media are seen as more memorable, while also gaining responses from the audience. (

  • Incorporate visual elements
    94% more total views on average are attracted by content containing compelling images than content without images2. Compared to traditional text posts, visual content can quickly grab the attention of your audience. Images are also more engaging and sharable.
  • TwitterInclude hashtags
    Research shows that Tweets with hashtags receive 2X more engagement than those without hashtags3. Effective hashtags are short, concise, and highlight the main topic(s) which you are speaking on.

Tweets that drive engagement

  • Get creative
    Followers respond to Tweets that are creative, humorous, newsworthy, and inspiring. Incorporate visuals, such as a funny behind-the-scenes photo at work, or weigh-in on a lighthearted news event that is related to your business.

  • TwitterAsk for Retweets
    The easiest way to get a Retweet is to ask for one. To increase Retweets, replies, favorites, or mentions, use call-to-action words to increase your reach.

  • Join the conversation
    Tap into popular conversations that are happening locally, and world-wide. For example, many businesses took advantage of the White and Gold vs. Blue and Black dress debate by promoting their products in a humorous, lighthearted way.

Tweets that drive response

  • Introduce a compelling offer
    By delivering a relevant and timely offer, deal, promotion, or piece of content, you can attract curiosity, and generate leads. Do not hesitate to ask followers for their suggestions on what they would like to see.
  • Create urgency
    When delivering a special offer or promotion, you want your audience to engage with you immediately. Creating a sense of urgency by implementing an expiration date on offers or promotions will inspire action from your audience.

It’s easy to see why Twitter is such a valuable tool in today’s relationship focused world, so I hope you’re able to adapt these tips to work for you in your business and industry. Happy Tweeting!