# Algorithm Twitter is a social platform that orients promotion of tweets based on their relevance/likelihood to make conversation happen. This means that it rewards replies and retweets over likes for promotion, but also that it will give a tweet virality if it is deemed "relevant" enough. ## Audiences I think Twitter has a few audience metrics it tracks for you: 1. Engaged Friends (2 way engagement & follow back) 2. Engaged Followers (mostly 1 way engagement) 3. Active Followers (Engaged Friends and Followers) 5. Total Followers (The Number on Your Profile) ## Momentum Rules The Game If a tweet picks up right out of the gate, it will continue to pick up for longer. The same goes for profiles. Engaged audiences don't stick around . 1. POST EVERY DAY - at least 1 tweet 2. Thread on a schedule and keep to it. 3. More RTs in a shorter time is better than the same number over a longer time. ## Virality Tweet data is best viewed on a log scale. I mark a single line tweet as "viral" at 2x current total follower count in reach. Threads take at least 8-10X that IMO. Most tweets and threads go viral within in the first few minutes. An impression -> like rate under 1% will not go viral. A truly viral tweet will have a 2-3% like rate. Of those likes, 15%+ should RT. RTs keep a tweet alive. # Voice Casual, witty, informal voices work best on Twitter. Individual tweets are throwaway but always reusable, so there's no need to overthink it so long as it's not threading a line. I've found that profiles that use emojis often tend to have better average engagement. Probably due to their eye appeal. ## For Businesses, Actionable Wins Identify the key problems your audience is experiencing and create the content that solves the. ## Building a style guide * Unique ways you phrase or speak * Questions you ask about your content like "does this provide value without fluff?" or "does this add value?"" # Feedback Loops I see two major feedback loops on Twitter with a secondary loop tying them together. ## Engagement -> Conversation -> Relationships The core loop for Twitter. Likes, RTs, and replies turn into repeated engagement and conversations. That turns into DMs and relationships, which beget more engagement and conversation. ## Other Content-> Tweets -> Threads-> Newsletter Content you curate or create gets repurposed into tweets, then threads, and finally into a newsletter or other owned audience channel. Once you have an active audience from the initial loop Tweets become threads and other content too, creating a dual loop. This is one of the most powerful opportunities on Twitter. You can build an audience of thousands of your ideal customers that WANT to give you instant polling and feedback on new ideas and content. These three loops form the Twitter growth model we'll be building on. # Content Mix More important than following this is tweet on a consistent schedule. * 2-3 Threads * 1 Daily work tweet * 1-2 personal tweets per week * RT and comment for 30min daily # You Must Engage The engagement time is key to building relationships and lasting reach on Twitter. Tweets show up in a feed in four ways: 1. You follow that person directly or through a list 2. Someone you follow retweets a tweet 3. Someone you follow likes a tweet (and Twitter thinks you might be interested in it) 4. A tweet is trending in a topic you follow # Metrics 1. Reach (Impressions) 1. This should grow 2. Engagement Rate 1. Maintain above 2.5%, ideally 3.5%-4%+ 3. Profile Visits 5. Follower Growth 6. Profile Visits -> Followers Conversion Rate 1. Maintain above 15% IMO # Your Twitter Profile + Pinned Tweet Is A Landing Page 1. Establish credibility/authority/social proof 2. Provide immediate value 3. Let them know what you're tweeting about 4. Use a real person for the photo in non brand cases 5. Add a banner to the profile, it can have words. 6. Use the link - you only get 1 7. Pinned Tweets fall into a few main categories 1. Mission Statements 2. Threads of Threads (Meta threads) 3. Recent popular tweets # Content Styles ## One Liners, Thoughts, and Hooks These are bits of wisdom or clever sayings that often go viral based on their ease of comprehension and commonly held agreement of principles. ## Questions Asking followers something is an easy way to encourage engagement. Replying to their replies is key for building impressions and relationships. ## Threads Threads are the fastest path to virality for most business oriented accounts. A good thread writer will see consistent account growth over time, and they're the center of this playbook's growth strategy from 2K->100K followers The first tweet is the single most important thread component. ## Video Video gets a lot of impressions on Twitter, and pretty good engagement. However, Twitter is not a video platform and I haven't seen video focused creators reach massive audience size -YET. It's best to sprinkle in video to break up the monotony of the platform, but it's a seasoning - the main event for Twitter is still text and some memes... for now. # How Accounts Grow Slow % plateaus and big viral jumps. ## 0-2/3K 1. Engage engage engage 2. Post regularly 3. Weekly thread ## ->10K 1. As above 2. Turn up the threads and focus with engagement on larger accounts ## 10-100K 1. More threads 2. Targeted Engagement of related accounts 3. Post using topic keywords # Content Creation For Twitter ## Curate Top Performers ## Rewrites, Repurposing, & Repeats ## Serial Threading ## What Makes A Hit? ## Asking Questions