3 Tips for More Effective Twitter Brand Pages

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Throughout the end of 2011 we saw many changes from all of the main social media networks. These changes will affect the way social media marketing occurs this year. One of the biggest announcements near the end of the year were Twitter brand pages. These pages haven’t only been given to a few select brands, but will be rolled out to every brand soon. Simply Usability has recently done a study on the way people interact with these new brand pages and here are 3 tips they came up with to make sure your Twitter brand page works in the best possible way.

1. Header images need to work hard – There are a few options for what to do with your header image. HP used the image to guide users to a video embedded below. The approach of showing users how they can use your page is useful because they are most likely new to Twitter brand pages. Try to avoid an advertising feel because most consumers felt this was a misuse of the page and abandoned.

Offering entry into a competition or promotion with the header is a great way to get users involved with your page as well as encourage them to share it with their friends.

2. Promoted tweets need to take advantage of embedded visuals – A promoted tweet featuring an image draws users in. This can quickly convey and affect the brand values of a company. Users made assumptions about the company on from the content of the image.

Embedding a video may be the best way to get users involved with your new brand page. Coca-Cola has a video embedded in their promoted tweet, which instantly drew the attention of most people who visited their page. Another interesting find from the study is that even though the video was nearly a minute long most users who chose to watch the video watched it in its entirety.

3. Users make brand decisions based on tweets

A range of tweets on the page communicates to users the level of interaction between the company and the user. Ultimately users will choose how they feel about the brand page based on the content the brand posts. If you have replies to fans and customers alike it shows that your brand is interested in its clients. This builds a relationship with users, which is far more important than any embedded tweet or header image.

Can you see the new Twitter brand pages yet and will your brand be creating one when given the opportunity?