New Year's resolutions: What should be on your marketing radar for 2022
From trending conversations and pop culture to breaking news, Twitter is the place to be if you want to stay relevant. With the right Twitter marketing strategies, brands can leverage the platform to connect with their audience and grow their business.
Marketers need to keep up with the fast-paced nature of the platform and constantly update their Twitter campaigns based on what’s currently working. That’s why we’ve pulled together a list of all the Twitter marketing strategies that should be on your radar in 2022!
Make an emotional connection
Whether it’s nostalgia, happiness, or anticipation – emotions can have a lasting impact on your audience. If you want to ramp up your Twitter marketing efforts, starting a trending hashtag or conversation is no longer enough. You should be able to leave a lasting impression that will help you form a stronger bond with your audience.
For example, you could tell a heart-warming story or stir up nostalgia by reminding them of the things they loved in the past. That’s exactly what Nick Jr. did for the 25th anniversary of “Blue’s Clues.” They brought in Steve for a brief yet touching video to commemorate the event, tapping into the nostalgia of people who grew up watching the show.
So about that time Steve went off to college… #BluesClues25 pic.twitter.com/O8NOM2eRjy— Nick Jr. (@nickjr) September 7, 2021
Tap into major moments
Major moments provide the perfect opportunity to connect with your audience on Twitter. This is because the platform sees a ton of activity and engagement during these moments, so tapping into those trending opportunities increases your chance of gaining visibility and driving engagement with the right people.
This could be anything from major occasions like Halloween to niche celebrations like National Bubble Bath Day. Mountain Dew leveraged the Big Game to launch their new Major Melon flavour and gamified the ad, offering $1 million to one lucky winner who could guess the number of bottles appearing in the ad.
Promoting the contest on Twitter, the brand managed to get a ton of engagement, generating over 15k likes and thousands of retweets.
❤️ this tweet to be notified when the count begins. Yup, we're giving away one million dollars in our #MTNDEWMAJORMELON ad on Sunday.— Mountain Dew® (@MountainDew) February 1, 2021
NO PURCH. NEC. Legal res 50 US/DC 18+ (19+ NE&AL). Ends w/1st verified answer or 3/31/21. Rules: https://t.co/ZN3BJC2YDT pic.twitter.com/6WtxpdAzkL
An excited audience is likely to start conversations and drive engagement within your brand community. So find a creative way to build anticipation around an upcoming product or event in your Twitter campaigns!
You could provide sneak peeks, challenge them to make guesses, or start a count-down to the big day. For Nintendo, it was all about providing information on upcoming Nintendo Switch games that they were launching over the winter. They shared a tweet to promote the livestream event where people could learn more about those highly-anticipated games.
120k likes, 31k retweets, and 27k quote tweets speak volumes about the effectiveness of this approach.
Tune in 9/23 at 3 p.m. PT for a #NintendoDirect livestream featuring roughly 40 minutes of information focused mainly on #NintendoSwitch games launching this winter. pic.twitter.com/feHBEKfHPG— Nintendo of America (@NintendoAmerica) September 22, 2021
Get creative and personal
Another way to create a lasting impression is by getting so creative with your Twitter marketing campaigns that people can’t help but remember you. They should be unique, memorable, and “never been done before.” You could further ramp it up by personalising the campaign for each individual.
For example, OREO launched its #OREOscope campaign, which provided fans with a personalised OREO horoscope based on their most recent tweets. This playful and innovative Twitter campaign saw almost 20k likes, which is testimony to its effectiveness!
You know your sun sign. You know your moon sign. But have you ever wondered about your OREO sign? 🧐.— OREO Cookie (@Oreo) May 17, 2021
❤ this to receive your very own OREO scope reading based on how you Tweet. #StayPlayful pic.twitter.com/HvU9rxfW4X
Show that you care
With the rise of the socially conscious consumer, it’s more important than ever for brands to show that they care. In fact, a Sprout Social survey found that 72% of consumers want brands to positively contribute to society and 64% want brands to use their influence to help people. So whether it’s about environmental issues, social justice, or even animal rights – use Twitter to stand up for a cause that aligns with your brand values.
For example, CeraVe took the initiative to share stories of nurses who played a critical role in COVID-19 relief as frontline workers. This shows that the brand cares about the “heroes behind the masks,” helping establish a stronger bond with their audience.
Join us in celebrating the stories of four incredible nurse heroes. #ThankYouNurses #HeroesBehindTheMasks— CeraVe (@cerave) May 7, 2021
Airbnb takes it a step further by showcasing how their hosts are helping to house refugees fleeing Afghanistan after the coup in 2021.
An update on our progress... Hosts have housed 10,742 Afghans so far pic.twitter.com/UpDogRpMJG— Brian Chesky (@bchesky) December 15, 2021
However, be careful when incorporating social and environmental causes into your Twitter campaigns, if it feels inauthentic, it won’t resonate. Make sure the cause you’re supporting meets two important criteria:
- It should be something you truly care about
- It should be something your audience cares about
Make the most of Twitter insights to find out what causes align with your target audience. This will help you narrow down on the major causes to support for your Twitter campaign. Additionally, this shouldn’t just be for a Twitter marketing campaign; it should truly align with your brand values. Otherwise, your audience will be quick to call you out for feigning support just to market your brand and you could lose your reputation.
Get More from Twitter Marketing in 2022
When it comes to successful Twitter marketing, everything relies on your audience – what resonates with them? What major moments and events do they follow? What are they excited about? What causes do they care about?
So for 2022, make sure your Twitter campaigns are designed around your audience.
- Find a way to form an emotional bond with them so that your brand is on top-of-mind.
- Show them that you care with empathetic campaigns.
- Show them that you’re listening to their needs by personalising your message.
- You could also make the most of major occasions and get them excited for upcoming events.
Learn more about how Audiense Connect can enhance your Twitter strategies in 2022.