Twitter engagement can be difficult to come by.
It’s so difficult, in fact, that out of the several core necessity social media profiles, it’s the last one I typically recommended for most small and medium businesses.
There are ways, however, to get more Twitter engagement.
I wrote a post detailing 23 of them a few months ago. In addition to those 23 strategies, there’s a feature on Twitter that can yield great results.
But is chronically underused.
That feature is Twitter Moments, and I’m going to show you exactly how to use it.
What Are Twitter Moments?
Besides being one of my favorite Twitter features, Twitter Moments allow anyone to curate posts, compile them into a list, and create a moment that you can share and promote.
You get to handpick the parts of a conversation or story that are relevant to you, or that you want to highlight. This gives you some control in the story of your brand, and how you want to tell it.
Twitter Moments are free to make, and can be shared on your feed like any other regular post. Users will see a Tweet with the moment’s featured image, title, and description. When users click on the Moment, they’ll be taken to the full post.
Just remember that while you can create the Moment, users can always go digging around on their own. A few months back, I saw a Moment made by a small business around what had originally been a controversial post. They only included the very small number of positive responses and none of the
A few months back, I saw a Moment made by a small business around what had originally been a controversial post. They only included the very small number of positive responses and none of the critiques, and ended up getting dragged for it before they deleted all the related content themselves.
How to Create a Twitter Moment
To get started, click on the “Moments” tab in the top navigation bar. You’ll be taken to the Moments display page, where the top content is shared. In the top right corner of this page, you’ll see “Create new Moment.”
Title your Moment, add a description, and choose a cover image or video. All of this is what a user will see in their feed, so you want to make sure it’s engaging. It has to earn that click. For the cover image or video, you can upload content from your computer or choose something from one of the tweets in your Moment.
When you upload the cover photo, you’ll crop it for a square view for desktop viewers, and a vertical crop for mobile viewers.
Next, it’s time to add tweets to your Moment. You can curate any public tweets for your Moment. To do this, just click on the “Tweet Search” tab. You can search for a keyword or hashtags. (And yes, if you’re looking at the tutorial images, I absolutely chose this topic for the adorable pictures. You’re welcome.)
To add a tweet to your Moment, click on the check mark next to it.
Once in your Moment, you can move the individual tweets up and down in order. You can also crop each individual image for mobile viewers.
In the top left-hand corner, there are a few really great features tucked away under the “…More” tab. This includes:
- The ability to choose the mobile theme color
- Ability to mark the Moment as having sensitive content
- Ability to share the publication location.
Once you’re happy with it, click on “Publish” in the top right-hand corner. And that’s it; you’ve published your Moment.
How to use your Moments
Now that we’ve gone over how to create Twitter Moments, we can look at 5 different ways to use them.
1. Showcase Use Generated Content
User generated content is the most authentic type of content we can have. Because users trust it so much, it’s incredibly persuasive. It only makes sense that using a Twitter Moment to show-off curated UGC could do wonders to help your brand.
Growing out bangs is the absolute worst
To find UGC, you can search for your brand’s hashtag, or add either user replies to your content or tweets to your profile.
2. Promote Your Event
There’s nothing like a little FOMO to help increase awareness and attendance of your event. You can promote your event before it happens, as it’s happening, or after it’s happened.
If you’re promoting events before they happen, include the event’s name, date, and registration information in the Moment’s description. If you’re promoting events after the fact, try to include pictures and links that show the impact the event had. And as always, incorporate as much UGC as possible.
3. Share a Collection of Relevant Content
Sharing a collection of relevant content that you’ve curated is a great use of Twitter Moments. You can add updates to a story, or promote a series of blog posts. This gives you the chance to repurpose older content that’s still accurate and relevant.
4. Highlight Influencer Marketing
When influencers interact with your brand or talk about your brand, it’s a big deal. Twitter Moments lets you highlight those mentions and interactions, increasing their potential impact.
Make sure you include tweets from the influencer, and tag them in the Moment in your tweets about it.
5. Curating a Conversation
Have you ever tried to follow a “tweet storm,” or the seemingly million and one side conversations that can all happen in response to a single tweet?
It’s confusing. It’s one of the reasons that, as a user, I have never really enjoyed using Twitter.
Sometimes those conversations are great for your business, though, and you can promote them in a Twitter Moment.
By compiling the conversation and organizing it coherently into a Moment, it will be much, much easier for users to follow. You can focus on the important stuff, and eliminate some of the extra tweets that serve no purpose.
If you want to get more Twitter engagement, Twitter Moments is one of the best ways to accomplish that goal. They allow you to compile lists of relevant content, creating a carefully-curated story that can give you a say in the conversation happening around your brand.
These Moments are also compact, easy for users to digest quickly, and easy for users to share and interact with. This is a huge plus when you want your content to be viewed and for users to engage with it. Because Twitter Moments are so easy to make, all brands should test them out with their own audience.
What do you think? Have you ever used Twitter Moments? How did you get engagement on your Moments? Which use case will you try first? Leave us a comment and let us know what you think!