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There are various reasons why Twitter has kept its place as one of the top 5 social media channels. The proof is in the pudding and Twitter’s pudding has 330 million monthly users. From a marketing perspective, the immense user commitment is a great opportunity for brands. Twitter is an engaging platform for users and businesses. However, it is not enough to simply send out an occasional tweet and expect audiences to discover you. Your brand must remain consistently engaged to connect with your audience and drive conversion. 

Here are some of the opportunities Twitter presents to connect meaningfully with your audience. 

  • Engage with a Targeted Audience

The vast base of active users is one of the greatest perks of Twitter. It allows you to target a dedicated niche audience, one that will be far more willing to engage with your brand. Targeting on Twitter is different in comparison to Facebook. You may discover the platform is less granular, however, there is a huge opportunity thanks to the unique characteristics of Twitter. Also the openness of the platform increases the viral potential of your content. 

For example, even with an audience of 100 people, a retweet from a major influencer can help you reach thousands of users. This can also give a major boost to your engagement rate. Whilst your content continues to reach all of those people who are most likely to leverage your brand’s services via your followers, an added bonus is that you can also reach the followers of the people who retweet you. 

  • Reach your Audience Immediately

The immediacy of Twitter can also engage customers. If you have something new to share with your followers, you would typically share it to a blog. However, the information may take some time to trickle through your intended audience. You could always send out an email newsletter, however, the reach or immediacy could still be limited. 

By using Twitter, you can get that information out fast. It will appear immediately in the feed of anyone who is online at that point and can be discovered by those who check later. Brands can also leverage this to share news on product launches and updates, or keep customers updated on service outages or other widespread issues. 

You can also use Twitter to share live videos of events you are hosting or taking part in. Pair that with coverage of the event using live tweets. Live tweeting makes for an effective strategy which will result in soaring Twitter engagement rates during an event. 

  • Respond to Customers Quickly

Twitter’s immediacy is particularly well-suited for customer service. People expect brand Twitter handles to be monitored frequently. Twitter is one of the best places for customers to directly interact with businesses. It is no wonder that 85% of social media businesses leverage Twitter to provide customer support to their patrons. Twitter is fully aware of this and does its part to facilitate this. 

  • Chat with Audiences Directly

When it comes to interactions between customer and brand on platforms such as Facebook, many readers presume the responses are meant to be public-facing and not completely personalized to each user. Whilst it may appear like a small distinction, on Twitter the replies are hidden by default.

This provides people with the impression that the conversion is far more personal and direct. For example, Brands such as Wendy’s demonstrate a good understanding of the personal nature of the conversations brands can have on Twitter. Wendy’s well-received wit and sarcastic humour translates well on the platform with lots of engagement. 

  • Build Exposure & Boost SEO

Twitter is an effective space for widespread free marketing. People regularly link websites in their Tweets. Now, whilst backlinks from Twitter do not really impact your search rankings, there is still some advantage to be had here. You may be wondering how? Well, most bloggers and high authority sites use Twitter and may come across your content. 

If they enjoy it, chances are they may cite your content as a reference in their own posts, in return giving a boost to your SEO. Similarly, you may discover ideas or references to use for your own articles. Twitter is an efficient tool to research any bloggers or influencers you wish to reach out to in connection with your business. 

  • Establish your Expertise

Many businesses host regular Twitter chats and you should too. Twitter chats are open scheduled conversations users have as a means to interact with their audience. They typically center around a single unique hashtag created by the brand for that sole purpose. This type of conversation is fairly unique to the platform. 

It allows industry leaders and interested parties to come together and talk about relevant industry topics. Getting involved in and hosting these discussions is an effective way to establish your expertise and credibility in the domain. An added treat is the Twitter engagement that it brings in. 


Twitter continues to be a relevant tool to promote and grow your business. Now that you know why Twitter engagement is essential for all businesses, you can get started on increasing your engagement by using the tips above. The main thing to take away here is that a brand communicating with their consumers always wins. 



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