When it comes to marketing on Twitter, your next follower could very well be one tweet away. At times, all it takes is one engaging post to lure throngs of people, and at times, the most elaborate strategies fail.

Twitter, now known as X, remains one of the most prominent platforms for businesses to promote their brands. While the year 2023 saw many major brands departing the platform following a change of ownership, Twitter continues to remain relevant and a focal point of many brands’ marketing strategies.

If you have been scrolling through feeds and wondering how to garner attention, you are not alone. It is a dilemma that many brands and influencers face when it comes to enhancing their presence on Twitter. Today, it has an incredible user base exceeding 430 million, so it can be quite challenging to cut through the noise and make your presence known to your audience. So, how do you ensure that you continue to swim in this crowded sea and do not sink?

If you are wondering the same, we are here to help! In this post, we will be exploring some actionable strategies that you can consider to engage better with your audience and grow your following. Do not forget to take notes because, by the end of this post, you will know exactly what it takes to grow your presence on Twitter.

Twitter Marketing and Its Forms

Twitter marketing is exactly what the term suggests—using your Twitter presence to promote your brand, product, or service. It is the practice of using your social network on Twitter for promoting your organic social content. 

As a text-oriented platform, Twitter is mostly about interactions and engagement. Hence, if you want to ensure that you have a sizable presence on the platform, your social media strategy may slightly deviate from your approach for other social media platforms. 

Marketing on Twitter can usually be done in two ways! Firstly, there is affiliate marketing, the purpose of which is to drive traffic to affiliate links for various purposes. As a popular affiliate marketing platform, Twitter offers you many lucrative opportunities to leverage this form of marketing and promote your presence or establish yourself as an authority.

The trend of influencer marketing is also quite popular on Twitter. You can partner with content creators for promoting your product or service to your targeted Twitter audience, meanwhile increasing your reach by tapping into the influencers’ network as well. 

How to Engage and Grow Your Followers on Twitter

Now that you have an idea about the basics of Twitter marketing, let’s talk about strategy. Here are some tips to steer you in the right direction:

Tweet Consistently

According to research, the majority of people use Twitter to stay updated on the latest news. This means that most Twitter users visit their Twitter account every day. Whether the intent is to find the latest happenings or participate in conversations, the regular use of the platform implies you get many opportunities to market your brand, which is why you must make it a point to tweet regularly.

Twitter is not like other social media platforms where posting once a day is sufficient. It is always overflowing with new conversations and thrives on consistent updates. People continue to pop in and out to grab bits and pieces of info, engage in conversations, or merely scroll through various trending topics. 

So, when using Twitter to project yourself, do not just post once a day. Try to tweet at least two times a day and stay in the mix. Also, remember that while being consistent keeps you relevant, adding variety keeps you interesting. For this purpose, you can throw various content forms in the mix—share thought-provoking ideas or questions, insightful quotes, or engaging commentary that may also be of interest to the audience. Twitter also thrives on authenticity, so try to keep it as real as possible and let your brand’s personality shine through. 

Make Twitter-Centric Content

You may have seen various accounts posting links from other platforms on their feed as tweets. While the idea is good, it is important not to rely solely on this strategy. Instead, you must try to design content that can be retweeted and keeps the audience on Twitter/X instead of leading them to another site or social media platform. 

There is a vast majority of Twitter users, who do not want their scrolling interrupted by call-to-action links prompting them to click on the link to learn more about a certain topic or product. For this purpose, consider repurposing your blog posts into GIFs, infographics, threads, or pictures. While it can be tricky to convey all that you want to within 280 characters, the engagement you may get will make the effort worth it. 

Add Visuals to Enhance Your Tweets

The words are great, but the visuals are so much better! Did you know visual content is forty times more likely to get shared than written or text-based content? This is because visuals are where the real magic happens. 

Your brain can process visuals 60,000 times quicker than text. As crazy as it seems, it is possible, and that is the reason why you should add images, GIFs, and videos to your tweets when and where it is possible. 

Visual content is not only good for grabbing attention, but also for retaining attention. Regardless of the kind of visuals you are sharing—your product pictures, a funny animated GIF, or a picture from your workspace—they are more likely to be shared and commented on than plain text. Twitter also features handy cards that allow you to display images, videos, and even links in a more visually appealing way. They are just like a small webpage within a tweet and can be great for driving traffic for added conversions. 

To ensure what kind of visuals bring the best results, track the different types of content you share. You can use different tools to see which posts are performing well in your niche or industry and which visuals are attracting more engagement. Once you have the inside information, you can create similar content for your audience. 

Use Hashtags Where Appropriate

Hashtags can help optimize your Twitter content for greater visibility and discoverability by a wider audience. So, when you see people share hashtags in their posts, they are not doing it because it is fun; it serves a far greater and more effective purpose. 

However, there is a caveat! Using hashtags the right way is an art only a skilled marketer can handle or someone who is pro at this. However, you can do it, too, provided you stick to a few basic principles in this regard. Overdoing it, i.e., adding too many hashtags, will make your tweet look like spam, but when you use them strategically, you can boost your engagement significantly. 

According to X’s professionals, tweets with hashtags get 40% more tweets. The aim should be to add two to three hashtags in a post. Going above that can make your tweet look cluttered and reduce engagement significantly. 

Hence, it is important to choose your hashtags wisely. If you are not sure where to start, explore Twitter communities. For instance, #MarketingTwitter is a hub for industry experts and enthusiasts who want to share insights. When you use relevant hashtags, you can tap into these communities and engage with followers who are interested in your content.

Engage: Tag, Retweet, Reply, and Repeat

Like any other social media platform, getting followers on Twitter is not about posting only; engagement is highly important. Twitter is like a happening party where standing in the corner and expecting others to come to you just won't do! You have to get into the thick of things, chat with others, engage them with compliments and conversations, and share the spotlight.

Tagging others, retweeting an interesting piece of content, and replying to tweets are all great ways to get more eyes on your account. Moreover, it shows to others that you are a human behind the account and not a bot, which is important if you want to build genuine relationships. 

When you reply to someone on Twitter, do it thoughtfully, even if you are in a hurry. Detailed responses can show you care, and this may help you win over your followers and attract more in the long run. Also, do not shy away from retweeting your followers or a fellow brand. You can show appreciation this way while putting their content in front of your audience. It is a win-win for all! 

Use DMs Like a Pro

You might think direct messages are pretty much old-school, but this is not the case. Trust us when we tell you they can do wonders for your engagement. If you want to build a personal connection, use DMs and start a conversation. However, take care not to spam people with generic messages. Make it personal!

Identify people in your target demographic and send them DMs that look and feel authentic. Whether you want to invite them to a Twitter event, share a piece of content, or just introduce yourself, be sure to tailor it according to the recipient. For instance, using their name to address them is a personal touch that may lead to better perceptions about your brand and probably long-term relationships or even new followers. 

Engage with Twitter Threads

If you want to make your voice heard and also offer value to your audience, Twitter threads offer the perfect opportunity. Threads are a series of connected tweets that enable you to explore a topic more without the signature 280-character limit that may be holding you back on mainstream Twitter.

Twitter threads give you a chance to share valuable info and insights, explore and clarify complex concepts, or tell a story even. They enable you to establish your presence as an industry authority, which may then help you attract more followers. 

Optimize Your Twitter Profile

You may have great content and a strong engagement game, but is your profile on point? Your Twitter profile is usually the first thing that potential followers see to find out more about you before they hit that follow button. So, make sure that it is engaging and all ready for prime time.

Let's start with a great profile picture—does not have to be a logo necessarily if you are a brand, but using your logo makes a stronger impact. If you are running an individual account, a good-quality facial photo should do the job. Then comes a well-written bio and links to your website or portfolio. Also, make sure that your bio reflects your personality. Let people know what you do, who you are, and why they should follow you.  

Join the Conversations in Twitter Chats

If you are looking for a good way to meet new people, learn from experts, and get more exposure to prospective followers, you need Twitter chats. These are schedules, real-time conversations happening around a specific hashtag. They are usually about a particular topic and can be great if you are looking for networking opportunities.

When you participate in Twitter chats regularly, you show up as a valuable resource in your industry. Moreover, it gives you the chance to interact with influencers and other key players in your field or niche. 

Promote your Twitter Profile Outside of Twitter

Cross-platform promotion is a strong marketing tactic that many brands employ. You cannot solely rely on Twitter to bring in all of your followers. You must promote your profile across other channels as well. For this purpose, you can add the link to your Twitter profile to your website, email signature, and your profile on other social media platforms too. The more visible your account is, the more followers you may be able to attract.

Also, consider cross-posting your content from Twitter to other platforms like LinkedIn or Instagram, depending on the nature of your brand or profile. This will help you extend your reach considerably. People who may not be active on Twitter may be able to see your content elsewhere and be encouraged to follow you. 

Optimize Your Timings

Timing your tweets is important to maximize engagement. After all, there is hardly any point in tweeting when your audience is sleeping, right? 

According to research, the best time to post on Twitter is usually mid-morning to early afternoon on weekdays. If you are not sure when to tweet or have trouble keeping up with a schedule, you can use automated tools to schedule your tweets for peak engagement times.

Final Thoughts

To sum it up, Twitter is all about conversations and connections. It is a platform that thrives on authenticity and engagement. So, do not overthink when considering what it takes to market successfully on Twitter. Just start tweeting, get involved in conversations and chats where you deem fit, use engaging visuals, and do not hesitate to show your personality. 

When you follow the strategies mentioned in this post, you can not only grow your following successfully but also build a strong and engaged community that is genuinely interested in what you have to say. So keep experimenting and continue to engage, and do not forget to stay consistent with your Twitter marketing efforts.