Will More Tweet Space Equal More Value for Your Twitter Audience?

Last month, Twitter made big headlines after announcing it was in the midst of testing 280-character tweets as a way to give users more room to “express” themselves. The announcement came a little more than a year after Twitter stopped including links and photos in character counts.

“We want every person around the world to easily express themselves on Twitter, so we’re doing something new: we’re going to try out a longer limit, 280 characters, in languages impacted by cramming (which is all except Japanese, Chinese, and Korean),” the company said in a press release on its blog. “Although this is only available to a small group right now, we want to be transparent about why we are excited to try this.”

For marketers, many may feel like Christmas has come early. Let’s face it, writing a compelling and comprehensive tweet in just 140 characters is an art — an art that seems almost impossible to master. With double the amount of space, the pressure is off and marketers can unleash their full wordsmithing talent. Um, right?

Not so fast.

Twitter’s 140-character limit has been a defining platform characteristic since its inception — and something many users are extremely partial to.

“Twitter is about brevity. It’s what makes it such a great way to see what’s happening. Tweets get right to the point with the information or thoughts that matter. That is something we will never change,” Twitter said in its release. “We understand since many of you have been Tweeting for years, there may be an emotional attachment to 140 characters — we felt it, too.”

While Twitter is confident that giving users more real estate will make it easier and more fun to tweet, marketers should not look at it as an opportunity to rewrite their tweeting best practices. The real opportunity here is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.


Twitter's character limit change is an opportunity to learn if you can deliver more value. #marketing
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So, once “super-sized” tweets — as The Verge so eloquently called them — come to your account, don’t throw caution to the wind right away. Start with these actions:

#1 – Audit your existing Twitter initiatives.

Take a deep dive into your analytics dashboard to get a deeper understanding of how your audience is already engaging with your tweets and taking action on them.

Of course, the basic metrics are important because they can serve as your benchmarks. But also go beyond the metrics to start categorizing what content garners the most engagement so you can draw some more meaningful insights. For example, what topics seem to fire your audience up? How long are your most effective tweets? Are images or video a part of your most successful tweets? Which tweets featuring my website content got the most clicks? What really seems to be working? What’s clearly not working?

In addition, it’s worth taking a peek at your website analytics to understand how Twitter is impacting your business. Depending on what you uncover through the Twitter dashboard, you might be able to draw some more conclusions on what tweet content has value beyond awareness and engagement.


Before adding characters, audit your current Twitter efforts. #socialmediamarketing
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#2 – Craft and launch test tweets.

Use the information you uncovered during your audit to build out and launch a test campaign featuring longer tweets. Of course, build these tweets in accordance with what you know is working best with your audience, but also give yourself some space to experiment a bit. We’d suggest running the test for at least a month to get enough data to lead into the next action.


Test longer tweets before throwing out Twitter best practices. #socialmediamarketing
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#3 – Analyze results and tweak your test.

Now it’s time to dive back into your analytics to understand how your test tweets stack up to your legacy efforts. Did you see a measurable rise or decline in engagement? What kind of engagement did you receive (i.e. increase in average comments or decrease in average retweets)? Was there a certain type of content that really benefited from that extra character room?


After you test longer tweets, analyze your results & make tweaks. #socialmediamarketing
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The Bottom Line: Value Trumps Character Count

At the end of the day, character count simply doesn’t matter if what you’re sharing has no value or resonance with your audience. Since Twitter launched, the tight character count has been a creative restraint, challenging us all to say more with less. So, while you should certainly take advantage of the extra room when it makes sense, your primary objective should always be bringing insight and value to your audience. Because when they see the value you bring to the table, they’ll reward you for it.


Your primary objective should always be to bring value to your audience. @CaitlinMBurgess
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What do you think about Twitter’s decision to double its character limit? Tell us in the comments section below.


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Digital Marketing News: LinkedIn Top Content, Twitter Gets Character & Apple Goes Google

The Content Preferences of LinkedIn Members [Infographic] What kinds of content do LinkedIn users prefer? A new infographic shows that LinkedIn users prefer content that’s informative, educational and relevant. MarketingProfs Giving you more characters to express yourself Twitter recently announced they’re giving us an additional 140 characters with which to convey our deepest, Tweetiest thoughts by upping their character count to 280. They believe this will encourage more active posting on their platform. Twitter Apple switches from Bing to Google for Siri web search results on iOS and Spotlight on Mac Apple has finally made the plunge with Google – when you search with Siri on your iOS device or Mac, you’ll be shown search results from Google. In other news, none of that would have made any sense 20 years ago (according to Josh Nite). TechCrunch Adding LinkedIn’s Profile Card on Office 365 Offers a Simple Way to Build a Professional Relationship LinkedIn and Microsoft have made it official recently with the anticipated rollout of the ability to integrate your personal LinkedIn profile card with your Office 365 profile. Full details and how-to’s are available, and the release will happen over the next couple of weeks. LinkedIn Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube Google has announced four new tools to help brands and users “capture the attention of your audience on YouTube.” These tools include Custom Affinity Audiences, Video Ad Sequencing and more. Inside AdWords Instagram Hits 800 Million Monthly Users, Adding 100 Million in Just 5 Months AdWeek reports: “After announcing this morning that Instagram has 2 million advertisers, the Facebook-owned app also says that it has 800 million monthly users, up from 700 million in April.” AdWeek Report: The future of paid-search marketing is machine learning and AI “Machine learning-optimized campaigns saw 71 percent better conversion rates and lower CPCs than those not using it.” At least, that’s what Search Engine Land makes of the recent report from Acquisio. Search Engine Land Only A Third Of Ad Execs Trust Their Audience Data, Measurements According to a recent survey, only 33% of advertising executives consider their data to be completely trustworthy. Only 29% said they felt their audience analytics/measurement was completely accurate. MediaPost What were your top digital marketing news stories this week? We’ll be back next week with more digital marketing news! If you have something to share, pass it along to the newsroom or Tweet me @Tiffani_Allen or @toprank.

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