6 Essential Unsaid Rules for Effective Branding on X

Is Twitter the right platform for your brand? Many brands hesitate. However, if leaders like Donald Trump and Elon Musk can engage successfully, why can't you? Twitter allows brands to showcase their lighter side. But how can you excel in branding on X? Here are six unsaid rules to follow.

1. Why should you avoid sounding like a robot?

Twitter has numerous bot accounts, designed to mimic real users. These accounts often post content that feels robotic and repetitive. Are you aware of the distinctions? Twitter users, or 'Tweeps,' can easily spot a bot. As a brand, you must strive to be relatable. Avoid the robotic tone! Speak as a human would. Adding a sprinkle of humour can help you connect better with your audience. Remember, originality is key.

Related: How to set up your Twitter for business account

2. How can you effectively engage with followers and non-followers?

Twitter's openness makes it unique. You can jump into relevant conversations, even if they aren’t started by you. Do you reply to mentions? Many brands overlook Replies and Mentions as an opportunity. Engaging with both followers and non-followers can create memorable interactions. For example, if a frustrated customer tweets about your product, a thoughtful reply or even an offer, like a discount, can turn their experience around. Engagement not only enhances brand reputation but also attracts more customers.

This strategy benefits smaller businesses too. It allows them to gain visibility without waiting to build a substantial following.

3. What does it mean to be culturally aware?

Cultural sensitivity is paramount. Awareness of social issues is essential. Let's break this into two parts:

a) Be cautious when discussing sensitive topics such as religion, sex, and politics. While it's not mandatory to take a political stance, awareness is crucial. Brands like Nike have taken calculated risks by supporting sensitive issues, knowing full well the reactions it may evoke. Before posting, consider how your audience might respond.

b) Stay current with trending formats. Have you noticed viral tweet formats? They act like memes on Twitter. Embrace these trends! Participating in popular formats can create engagement, allowing your brand to shine. Look at brands like Wendy's, known for their playful banter on Twitter.

4. How can you embrace friendly competition?

Twitter thrives on human interaction. Users follow brands that they find fun and engaging. How do you stand out like that? Sometimes, just posting isn't enough. Engage in lighthearted banter with competitors. This could involve mentioning them in a tweet or replying to one of their posts. It extends your reach and fosters connections beyond your current audience.

For instance, two rival snack brands might joke about each other’s flavours or marketing campaigns. A word of caution: Ensure this approach suits your brand's identity and industry. It often works better for B2C businesses, so do your research.

5. Why is it important to find your unique voice?

Your brand's personality must shine through your tweets. Are you B2C wanting to connect with customers? Your tweets should reflect that. Perhaps your tone is warm and welcoming. On the flip side, if you’re a B2B business in a serious sector, being professional is vital. Maintain a balance between being approachable and staying true to your brand image.

Ultimately, avoid sounding robotic. Let your brand's unique persona come alive through your tweets. Consider how brands like Innocent Drinks engage with their audience. Their friendly and quirky tone resonates well with users.

6. How can you avoid overusing hashtags?

Hashtags can be beneficial, especially on Twitter and Instagram. However, do you know the limit? Research shows that engagement rates drop significantly after using two hashtags. Keep it simple! One well-chosen hashtag often works better than four.

Branded hashtags are excellent for tracking conversations around your campaigns. By creating a unique hashtag, you can gather user-generated content and enhance engagement. Look at how Red Bull uses hashtags to foster community-driven campaigns.

In conclusion, while branding on X isn't for everyone, understanding these unsaid rules can help you navigate the platform successfully. Each brand is different, and these guidelines might not suit all. If you're struggling to manage your brand's Twitter presence, don’t hesitate to reach out to us. We can help you save time and enhance your engagement.