In the Key of Sales

An Instrumental Twitter Lesson For Music Retailers and Brands

[fa icon="calendar"] Oct 9, 2018 10:00:00 AM / by Matt Jacoby

An Instrumental Twitter Lesson For Music Retailers and Brands

While Twitter’s reputation has taken some hits lately - mostly due to a contentious political environment - its use continues to grow by leaps and bounds. Twitter currently has 330 million monthly active users, a 4% increase over last year. More than 13 million people just recently started using Twitter.


Twitter is also attracting brands and businesses, which prefer its fast-breaking format to stay constantly connected with their fans. Savvy marketers know that Twitter users have above-average incomes, above-average educational backgrounds, and tend to be heavy internet and app users. 

 

3 Reasons to Love Twitter

For music retailers and brands, Twitter offers 3 big benefits other social channels don’t:


Urgency, because people primarily use it for breaking news. The lifespan of most tweets is about 18 minutes and 90% of Tweets are either read within the first 60 minutes of posting or not at all. By contrast, on Facebook people scroll along casually and often run across things that have been stale for days.


Freedom to share tons of music links, which is often viewed as suspicious behavior by some platforms. Facebook in particular limits the reach of posts with outside links. Instagram doesn’t allow links in captions. But Twitter lets you post endless links to Spotify, Soundcloud, and YouTube.


Frequency of sharing, which isn’t always welcome on other platforms. If you post every 15 minutes on Facebook, you’ll seem like a lunatic. But it’s perfectly normal to tweet every 15 minutes during a big concert or music event.

 

Basic Dos and Don’ts

If you’re going to use Twitter for your music business, here’s the #1 thing to keep in mind: People don’t use Twitter the way they use other social media. Twitter users want short, information-packed updates. Keep it short and tweet - er, sweet.


DO:

  • Share short messages frequently
  • Include helpful links
  • Introduce people to new ideas
  • Ask your fans for their opinions
  • Give shout-outs and recommendations
  • Live tweet from special events
  • Focus on your followers’ needs, not your own

DON’T:

  • Be outright salesy
  • Spread false or gossipy information
  • Include bad links
  • Sound out of touch with fans’ real lives


Use it to Build Your Brand

As you launch a Twitter campaign, think about your branding and messaging goals. Twitter is a place to be open, helpful, and friendly to your fans. Your messages should reflect that, in a way that matches your brand.


Twitter is an excellent way to share new information about your company and build trust with your fans. If they know you’ll consistently share fresh, fascinating updates about things they like, they’ll always pay attention to your tweets.

 

Include Engaging Photos and Videos

Although you might think of Twitter as a text-based channel, in the last couple of years it’s begun to overflow with photos and videos. Tweets with photos get 50% to 75% more retweets, and 73% of Twitter users say they don’t find video ads intrusive.


These refreshing facts are encouraging marketers to use Twitter for promotional messages that bring traffic to their websites. A recent survey found that 70% of marketers felt confident that Twitter was driving purchasing behavior for their business and 72% felt that they could create a video that would boost their fans’ engagement on Twitter.


One final note about photos and video: Refrain from sharing stock photos or long, dull instructional videos. It will cause your Twitter interest to take a nosedive. Twitter users don’t want you to share boring stuff. They want something newsworthy.

 

Timing Matters

There are two schools of thought about the best time to post on Twitter. You can either post when Twitter is the busiest - giving the best chance that the largest number of people will be looking - or go for less busy times, when you have a chance to stand out.


Let’s look at the first method: mass audience. Twitter’s most-used days are in the middle of the standard workweek - Tuesday to Thursday - with the highest peak on Wednesday. On those days, viewership spikes at noon, 3 p.m., and just after 5 p.m., when people tend to take short breaks to look for news updates.


If you share a message during peoples’ downtime/commute, your message is 181% more likely to be seen. Knowing all this, you could try to focus your messages on weekdays around 5:15 p.m. in each time zone.


On the flip side, you could target Twitter’s slowest times: weekends. Although overall traffic is lower, you’ll be more visible because you’re not battling as much competition for people’s attention. If you don’t typically work weekends, use something like Hootsuite to schedule posts in advance.

 

Explore Twitter Tools

It’s worth familiarizing yourself with Twitter’s tools that help small businesses reach more people and convert them into leads. Here are some highlights:


Quick Promote - When you have an urgent need to get your message in front of people fast, Quick Promote gets maximum eyeballs right away. You basically just create the tweet, click to promote it, set a budget, and go.


Twitter Remarketing - Also known as Tailored Audiences, this Twitter tool recognizes people who have shown interest in your brand in the past and makes them a priority for your new messages.


Paid Video Ads - Promoted videos get much higher viewership than regular videos - in fact, you can pay to give it a huge amount of attention among a specific Twitter target audience.


If you’re willing to invest a little time and money in using Twitter tools to promote your tweets, it can make a big difference in your promotions. Make sure to add a compelling call to action (CTA) and you’ll tempt people to sign up for your newsletter, join your event, or use a discount code on your website and make a purchase.

 

Learn Twitter Analytics

Twitter Analytics can be extremely helpful in understanding your audience. It tells you about your retweets, click-throughs, and impression rates from various tweets.


If you look through your Twitter analytics carefully, you’ll learn a lot about exactly who is looking at your messages, what time of day you get the most traction, and which messages are getting the most engagement. From this, you can draw conclusions about what you should post in the future.


What’s resonating with your fans? Is it humor? Photos? Videos? Discount offers?


Identify your most effective messages. Do more of what works, and base your new content offers - like blog posts and webinars - on the topics that interest your audience.

 

Twitter Influences Buyer Behavior

Let’s wrap things up with a few fast facts about how Twitter influences purchasing decisions. Below are some pretty impressive statistics that show how Twitter is shaping buyer behavior.


Help With Twitter and Beyond

We hope this guide to Twitter has inspired you to tweet your way to success. For more tips, stop by the Octave Media blog.

Octave Media specializes in marketing for music brands. Our free 5-Point Website Marketing Inspection can help your music company refine its online strategy. Ready to learn more? Let’s chat.

 

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Topics: Social Media, Music Merchant Marketing

Matt Jacoby

Written by Matt Jacoby

Matt is the Chief Percussion Officer and VP of Cadence Strategy at Octave Media. When he's not helping music merchants develop an automated system to increase website sales, he enjoys spending time with his wife and two little men.