Over 500 million tweets are going out every day. In such a crowded space it’s more important than ever to pick the best times to send your tweets. Thinking carefully about your tweeting strategy can have a big impact on who sees them and how far they reach.
Preparing for important days and events throughout the year should be your first step. Twitter recently released their own #OwnTheMoment planner to help you do just that. Check it out, it’s fantastically helpful! But there are several more advanced strategies you can employ everyday to maximise your impact.
Find your followers at the right time
As addictive as Twitter can be, your followers are not online all the time! When they are active might depend on the type of people you have following you. A following of predominantly young people will probably tend to tweet more at the weekends. A B2B audience will be more active during the working week.
Take a look at the community activity of these two groups. Can you guess who they are?
The blue line represents a community of tweeters under the age of 25. The red line is the followers of @Peerindex!
Picking the right time to tweet will get your content seen by a whole lot more people so plan your schedule carefully.
Experiment with different types of tweets
Tweets come in all different forms. The tone and content of each one depends on its intended effect. If you’re getting it right, you won’t solely be pushing sales messaging or only ever tweeting funny pictures from Buzzfeed. You’ll want to have a targeted and interesting mixture to really engage with people.
Experimenting with the timing of different types of tweets will tell you what sort of content is popular at particular times.
Try to categorise the different styles of tweets you tend to send out. These might be:
- Sharing relevant news stories
- Marketing your product or services
- Sharing some interesting research you’ve done
- Asking questions to stimulate conversation
- Making people laugh with something funny you’ve found (or made)
Once you have segmented your tweets, see what happens when you send them out at different times of day. Make sure you pick the metric that you are most interested in.
PiQ’s reporting functionality includes a Tweet Performance page where you can see the best performing tweets from the past two weeks. Sort your tweets by the reach, RTs or clicks and see which days are getting you the best results.
You can also see the same report for your competitors’ tweets so you can discover what they’re getting right that you’ve been unaware of.
Look at target communities to gain followers
It’s all very well knowing when your followers are active but sometimes it’s not them you’re interested in reaching. This could be when:
- You’re just started out and don’t have many followers yet!
- You want to reach an audience you don’t usually target.
- You want to reach a specific segment of your audience.
- Your community of followers isn’t ‘healthy’. That is, they’re not the right kind of followers for your brand.
In this case you want to look at a target audience of the kind of people you’re interested in reaching as well as your followers. PiQ, the PeerIndex social media platform is build around communities for this exact reason.
PiQ lets you look at target audiences around a specific topic or demographic so you can see who they are, what they talk about and when they are active.
For example, a sports car manufacturer may have a large following on Twitter, but what if those followers are all teenagers (or younger!)? That’s useful in the long term, they’re nurturing fans who will aspire to own one of their cars in the future.
But if they wanted to tweet about a test-drive marketing event are these the people they want to target? Probably not. That’s when driving engagement and attracting new followers from a different target audience (one who can afford to buy the car in the first place!) becomes key to their strategy.
Make a strategic timetable
Planning your tweets around your followers’ or a target audience’s activity is great. But you should also consider your own activity.
On any given day, you’ll probably have one or two tweets that you consider the most important. These will be the ones that have a call-to-action, getting people to visit your site, download your content or, even better, buy something!
With this in mind, it’s key to consider how the rest of your activity during the day is going to affect your engagement on Twitter.
You want your call-to-action tweet to be prominent when the largest number of people are looking at your timeline.
PiQ lets you see the engagement rate of your Twitter activity over time and that of your competitors so you can understand when the best time is to post your most important tweets.
Friendly Twitter types will often go to your timeline when they see you’ve followed them or if you’ve shared some of their content. When they check you out, make sure there’s something juicy like a punchy blog post or a nifty piece of research that they can share.
If you’d like to find out more about how PiQ can help your brand engage with target audiences and plan your tweeting strategy accordingly. Try it free today!