We see many brands launch a new piece of content or product line and then only Tweet about it once. Within seconds, after the countless hours they spent creating these resources, their promotion is done. Creating a complete promotional campaign strategy takes time and talent, and that’s not always readily available.
What’s a brand to do? How can you get the most out of one piece of content as efficiently as possible?
Often brands don’t want to send the same exact post twice, so that’s why the promotional cycle ends with a single Tweet. We’d never recommend you send the exact same Tweet more than once in a row, but we love showing brands how to slice and dice and batch one piece of content into multiple Tweets with creative and fun promotion. Here are some batching formulas that you can use to craft your own secret promotion sauce on Twitter every time you launch a new resource.
At the launch, we suggest you first craft a link Tweet, as shown in the example above. A link Tweet has a link preview that entices people to click.
While crafting this link Tweet, start playing around with multiple versions of introductory copy that you can test. Aim to generate at least 3 more Tweets with different copy. Schedule these out at least a week apart from each other. (When you schedule these Tweets will depend on your overall volume.)
Did you know? The average writer crafts at least 25 headlines before picking just one. Now, why would you craft just one piece of introductory copy then? Although this article is about writing headlines, you can use this checklist to inspire your introduction copy creation. Your copy should complement the headline of the resources you’re promoting.
Make the most of all parts of a link tweet by following these tips (use the numbered picture above as guidance):
1) The image is the first thing someone looks at to determine if they want to read.
2) The headline is the second thing looked at. When writing a social post, take into account this headline.
3) The social post’s introductory copy is the third thing that someone uses to consider to click.
4) If on desktop (and the headline isn’t too long), there is a description of the post that can also help entice the reader to click.
After crafting link tweets, craft at least 3 more image Tweets (the number of total image Tweets will depend on how many images you can create from your specific resource). Image Tweets are based on a unique image you create that is part of your content. This might be a blog post, a video, an ebook, or a podcast, perhaps. An easy way to create images is to look for powerful quotes or facts in the content. A pro-tip for batching is to have image templates created that you can easily edit.
Here’s our recipe for creating image Tweets:
1) First image Tweet: Use the resource’s main image. No new image creation required.
2) Second image Tweet: Use any additional images in your resource. No new image creation required.
3) Image Tweets three through five: Use your social media image templates to insert powerful facts or quotes from the resource
This is a bit more advanced for some brands since it involves video. Create one video with everything you want to say about your new resource or product and slice it up into short segments so each video clip focuses on one simple point. Keep each clip less than 2 minutes long (less than one minute is ideal) and upload them directly to Twitter using Media Studio.
Once you have cycled through all of your versions of these Tweets, go into your analytics and see which Tweets overperformed. Add those back into your Twitter queue. If you’d like, edit them slightly by adjusting hashtags, emojis, or copy.
With these simple formulas, you have the power to promote your new resource or product in many different ways over a longer period of time. If you follow these batching recipes, you will more efficiently promote your new favorite thing and exponentially increase your reach, engagement, and referral traffic.