In the social media space, every platform has its own specs and functions. You can’t just transpose content from one to another – a rookie mistake many brands make. Tailoring your posts for your chosen platform is an art form. It goes beyond tweaking image dimensions and adjusting character counts. You want to capture the spirit and style of each platform. On Twitter, hashtags are a big part of that, and while Twitter threatened to eliminate them earlier this year, they’re still a firm fan favorite. So how exactly can you optimize Twitter hashtag analytics for more engagement and higher conversion rates?
- Set clear goals
Say you’re teasing a new product or service. Your goal is to create awareness and your hashtag could be something cheeky like #NewPhoneWhoDis? As opposed to a seasonal phone sale, in which case your hashtag could be #AllPhonesMustGo or #BMBM i.e. #BuyMeBeforeMidnight! In the run-up to your campaign, you could even get your followers involved, asking them to pick the best hashtag by liking for one and RT-ing for the other. This drums up interest, support, and emotional buy-in, boosting engagement and enhancing your chances of conversion.
- Utilise Twitter analytics
Casual users don’t realise the volume of data available on their platforms. Log into your Twitter analytics and explore the metrics you have access to. You already know what your niche is, but now it’s time to assess your audience – the accounts that follow you. Twitter hashtag analytics offers a convenient chart showing the topics they’re interested in. Tie your product or service into those subject areas. For example, a shoe brand could design memes based on whatever sporting event is in vogue at the time, trend-jacking, but doing it in context. Make it meaningful – cheap shots and forced tagging will only get you blocked.
- Time it right
Twitter analytics offer a pretty detailed breakdown. It segments your demographics by gender, location, and tweeting device. This can help you gauge time zones and work hours (in Nairobi, just as an example, many Twitter users rely on their employers’ WiFi, so the most active period is 9 to 5 on weekdays). You can also look up specific tweets to see which one got the most engagement, then see exactly when you posted it. This can help you guesstimate the right time to tweet. Balance timing, style, and content for best results.
- Refresh, re-use, re-cycle
These days, Twitter hashtag analytics are applied for more … targeted purposes. There always seems to be someone combing through old tweets, looking for potentially damaging content. (#KevinHart #BrotherNature). These tweetectives are equally good at spotting stolen tweets. So don’t plagiarise yourself. Instead, identify hashtags and tweets that have done well, then re-use them. Change the wording, update the context, or use new Gifs, but retain their winning formula and watch twightning strike twice.
- Review and adjust
It’s not enough to just post winning sentiments. You have to continuously learn and grow. Look at what works, so you can reproduce it. And evaluate what doesn’t so you can adjust accordingly. You could even beta-test low impact tweets, as an experimental activity. Take a single concept and try different wording, hashtags, or timings. Then analyse each one – both individually and in comparison. Your aim is to identify the elements that hit or miss. Spend an hour doing this every day, as part of your Twitter marketing strategy.