Twitter is one of the most widely used social media platforms.
While its value can depend on your business, your audience, and your products or services, an organic presence on Twitter can be a great way to get your brand in front of the right people.
Like every social media platform, Twitter has a set of algorithms that they use to determine what to show any individual user. Just because someone followed your profile, it doesn't mean they're going to see your content on a regular basis.
That's a problem.
After all, follower count looks nice on paper, but what matters is whether those followers convert. And they can't convert on your offers if they don't get to see them.
So how do you fix this problem?
Carefully calculated strategy. Algorithms are mathematical, and they follow consistent rules.
No one knows the exact details for sure, of course, except for the programmers who work for the company.
But through careful analysis, marketers have been able to extrapolate which factors really matter for your visibility on Twitter.
These three simple factors make a big difference in your organic reach.
Just a few simple tweaks could transform your Twitter presence from a lifeless desert to a major source of profit.
A recent article from Hootsuite explains how this works.
How to improve your organic reach on Twitter
In addition to an overall focus on improving follower count and engagement, here are some specific actions you can take to help boost your organic reach on Twitter.
1. Use appropriate hashtags
From daily hashtags to trending topics, hashtags can make your tweets more easily discoverable by people who do not already follow your account. Twitter’s own research shows that tweets with hashtags get 16 percent more retweets.
2. Use photos and videos
Tweets with images generate 313 percent more engagement than those without. Tweets with videos get 2.5 times more replies, 2.8 times more retweets, and 1.9 times more favorites—which is why Twitter itself says that “video is particularly effective for increasing engagement.” Twitter also highlights polls and contests as high-engagement tweet types.
Keep in mind that the Twitter algorithm will surface posts with photos and videos for people who regularly engage with those kinds of tweets.
3. Use Twitter analytics to refine your strategy
Developing an effective and engaging Twitter strategy is all about testing, tweaking, and refining on the go. Using real data to learn which of your tweets are performing best allows you to boost engagement and reach over time as you begin to understand exactly how Twitter users want to interact with your brand.
We’ve got another blog post packed with Twitter best practices that can help boost engagement overall, which in turn leads to greater reach.
You can read more about optimizing your content for Twitter's algorithms over at Hootsuite.