If you have ever been the subject of a positive or negative trend on Twitter then you understand how much of an impact it can have on your brand. With 317 million users on Twitter that receive and react to news every second, utilizing social media to create publicity and send key brand messages can work to your advantage.
In today’s post we break down the things you need to consider for your next launch or event to trend on Twitter. Please note that trending is not a guarantee of conversions. Take it to be more of an icebreaker; all your actions after the event will determine whether people will want to engage with your brand beyond social media.
Choose A Unique Hashtag
The first step to ensuring your voice is heard online is via a unique hashtag. The hashtag has to be related to the topic as it tells your intended audience what the topic of conversation is. It helps anyone that is following the conversation to keep up with the latest updates. It draws in a broader audience and brings together participants beyond people that follow your brand.
Digital conversation shapers are people with either a large following from the general public or with a niche audience that views the influencer as an expert in a specific topic. Influencers may or may not have verified accounts, but they are able to broadcast the topic and reach a large group of people outside of your own audience.
Influencers help provoke the public to participate in the conversation. They also create a larger impression as more people can see their tweets.
The life of a trending topic is approximately 48 hours therefore in order to trend, your topic has to be current and not something that has been going over a long period.
Bots pick up trending topics by identifying a hot topic. Several things that determine hot topics include: the number of people talking about the topic at the same time and within the same location (e.g. Nairobi or Kenya or East Africa).
A tweet is only seen for about 2 minutes before the next tweet comes along therefore it is important to keep tweeting about a topic every few minutes in order for your audience to pick up on it.
Visuals add personality to the message. An image or graphic about the event draws interest to the caption and ultimately evokes a response – be it a retweet or a reply. Memes and GIFs are popular way of delivering a message using humour and by tying your message to a relatable image.
Reply & Retweet
Keep the conversation going and don’t let it die off after one tweet. Engage your participants, answer their questions and retweet their sentiments. The algorithm that determines trending topics will pick up the topic if more activities take places in relation to a hashtag and it will be more likely to trend. Retweeting keeps the topic in your audiences’ timeline and exposes them to independent opinions.
Your work is not done once the topic has trended, it is imperative that you keep monitoring any and all conversations taking place around the topic after the fact. A hashtag helps you keep track of any further activity, however other sites you can use to monitor include socialmention and keyhole. Social listening allows you to pick up on any issues, concerns and compliments that you may need to act on.
All the best with your event, we hope you make use of our tips!