S4R News / 29th Jul 2015

The Social Media Lookbook – Part 2

The next blog in our series of posts covering Marketo’s Social Media Brand Lookbook shines the spotlight on Twitter.


Twitter has become the social network of thought-leadership and branding. For businesses on the platform, it’s important to use visuals in order to break-up text-heavy content, which has also proven to result in increased engagement. Whether you want to build personal or corporate relationships, Twitter provides a community where people can gather for discussions on any type of topic; from industry events and celebrity break ups, to breaking global news and fashion faux-pas.

Promoted Tweets

Promoted Tweets are a form of paid advertisements that are unique to Twitter. They are targeted at specific audiences and will sit at the top of a users’ feed. They are designed to generate new relationships and increase engagement with brands, businesses and organisations. Similarly to Google, Twitter charges for these promotional Tweets on a cost-per-click basis. This means that it is crucial to focus on getting your messaging, imagery and a call-to-action just right, to ensure your posts appeal to your desired audience.


Fashion retailer, Gap, is included in this Lookbook as a prime example of ‘getting personal’. For brands in 2015, personalising messaging to consumers is key in order to drive interest and engagement. When Gap promoted this Tweet back in April, the imagery related to the time of year and resonated with their audience, who were feeling the effects of the typically rainy month.



However, images are not the only way to grab the attention of Twitter users. SweeTARTS unique twist on Promoted Tweets features a customised hashtag partnered with an animated video. The power of multi-media shows in these examples, as, although Gap’s following tops SweeTARTS by over 600,000, the candy brand took the crown with thousands more Retweets than Gap’s static image.



As previously mentioned, the best chance of grabbing someone’s attention on social media is to use imagery. By taking a message about safety and turning it into a mini infographic, Uber has made its content more accessible and enticing for followers. Since its sharing back in March 2015, this tweet has gone on to gain 558 retweets and 845 favourites – considerably more than most other posts.



Twitter headers are similar to Facebook’s cover photos, and one brand that showcases their seasonal imagery perfectly through them is Udi’s. The gluten-free company grasps the opportunity to be creative with customised attractive images, which promote their products and works well in contrast to Twitter’s stark white background.


Don’t miss the next post in this series for tips on how you can master LinkedIn!