What’s new for B2B marketers on Twitter in 2021?
With more than 199 million active everyday users, available in more than 40 languages, Twitter has continued to grow as a platform for both B2B and direct-to-consumer brands looking to creatively promote products and services.
It is also increasingly used to tell brand stories and as a customer communication tool.
In terms of bringing new features to market, Twitter has accelerated its pace, helping it to significantly benefit as a social media platform not only for consumers, but also for more professional business users than ever before.
We’ll look at seven of Twitter’s most recent feature launches, changes, and announcements of upcoming offerings, watching how B2B marketers can use Twitter in new ways.
1 – B2B trackers super trackers
Twitter recently began testing its upcoming “supersonatorsThe feature – which allows brands and creators to offer subscription-only bonus content on the platform – with a new number of super-followers that are likely to appear with regular traditional account tracker numbers.
Brands are likely to offer exclusive content to subscriber super-followers in the following formats:
- Tweets that can only be viewed by super followers
- Fleets – round the clock tweets, which then disappear – only for subscribers
- Spaces – clubhouse-like voice chats – are offered to first-class subscribers
Both subject matter experts (SMEs) and B2B influencers could turn to super-followers to offer their followers exclusive benefits.
SMEs could also become super-followers of the brands they create content with or otherwise support, which is likely to lead to a visual super-follower support profile badge that would give additional authority to brands and influencers to collaborate and use Twitter to tell stories.
2 – The trademark profile approval process is reopened and paused
For the first time since November 2017, Twitter recently began allowing users to request verified profile status and receive a blue checkmark, a status badge that currently holds less than one percent of its user accounts.
However, the response turned out to be overwhelming, so Twitter suspended requests for profile approval a little over a week later.
As the new option was recently introduced, a control application option appeared in Twitter user account settings – this option is now pending as Twitter regroups and considers new plans to reopen the process.
Twitter has noted that the review break is temporary, and announced plans to reopen trademark and public applications soon.
The blue tick is just one element to consider when building brand trust, and Twitter needs to tread lightly as it continues its endorsement process to avoid over-endorsing the mark or making it too complicated. .
3- Does a wider range of reactions help B2B marketers?
Twitter does not currently have a wide selection of content published on the one-click platform, as it now offers on Facebook, Instagram, or even LinkedIn.
However, this may change, as researchers and observers of certain Twitter features have noted recent experiments that see a variety of new responses for users, such as joy, joy, and sadness.
Such responses can help brands more effectively understand how their audience interacts with content on the platform, in addition to the simple “likes” metric currently available.
How Twitter rolls new responses into its selection is yet to come, and one option would be to add additional responses to Twitter’s subscription version, coded Twitter Blue, among some industry observers.
4 – Does Twitter’s blue subscription service attract B2B customers
Some Twitter observers have seen a Twitter Blue subscription offer that is likely to include a variety of potentially enticing new features, including:
- Option to cancel the tweet for a period of time after posting
- Improved TweetDeck Twitter interface for powerful users who want to keep tabs on multiple brands or topics in real time
- Custom color-only color options
Twitter may have cut off its work if it had to do so through a premium offer, and B2B brands are particularly interested in what exclusive features Twitter Blue can offer them.
5 – Twitter brand strategy: from chaotic to stoic
Twitter has traditionally moved to make major changes to the seamless system, which many see as working because of its simplicity, but as we noted earlier, the number of new features and future change tests has increased, especially in the past several years.
It has also recently improved its acquisition game by adding features such as Scroll and its media subscription capabilities, as well as the newsletter-based Revue.
The diversification of Twitter comes from a company that wants to offer diversity across the platform, and an expanded version of Spaces could be key to their future efforts.
These and other efforts are aimed at attracting more brands to Twitter and enabling them to offer more interactive and comprehensive campaigns.
The main reasons why brands that have not yet reached Twitter should do so accordingly David Wilding, Twitter UK Design Manager, include better connectivity and launch capabilities.
“It’s easy, there are two reasons; one is to launch something new and the other is to connect with what’s going on,” Wilding recently noted.
Advertising opportunities on Twitter – especially video ads – include several that take over the first advertised ad slot that appears on a user’s timeline, along with other ads that target the Twitter Trends feature.
6 – Twitter content can shift to group-like communities
Twitter has tested a community feature that allows brands to share content with specific groups of their followers – a move away from Twitter’s traditional publishing method, which is typically sent to all followers.
Twitter communities would allow brands to target subgroups of their Twitter followers, a particularly attractive offering for large B2B brands with hundreds of thousands or even millions of followers.
We profiled several B2B B2B brands, making full use of Twitter,Top 5 B2B brands that offer exemplary Twitter engagement. “
Twitter’s recently launched tips feature, which allows users to financially support their monitored Twitter accounts, is another change the company has made to increase users’ time on the platform by offering a service that was previously often held outside of Twitter.
7 – Twitter business profiles can help B2B brands
Twitter has also made efforts to offer special business profiles on its platform by experimenting with additional B2B-friendly features, such as more business details and service information.
Upon completion, brands are likely to have many new business profile options, such as:
- Longer brand biography and information
- Location and map data
- Location opening hours
- Larger, uncut photos
- Additional product or service links
Meanwhile, successful B2B brands keep their Twitter profiles up to date and use already existing features, such as the Twitter lists we’ve explored. “Why are Twitter lists still a great tool for B2B tools?. “
B2B brands find Twitter to target success
All of these changes, and possible future enhancements, mark Twitter’s ongoing efforts to increase brand engagement on the platform and to retain users. These changes also mark Twitter’s push to provide more opportunities for both brands and users to interact with the platform.
These are just a few of the many changes Twitter has tested, but we hope that looking at these seven has provided you with new ideas for your B2B marketing efforts on Twitter.
Are you looking for award-winning help with brand Twitter strategy and more? Contact us today and find out why top brands from LinkedIn and Dell to SAP and Oracle have chosen TopRank Marketing to create award-winning B2B marketing.