## 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. ### Conversation The best tweets for conversation are open ended questions. I've seen a lot of influencer/marketer/growth hackers using CTAs for a single reply to game the system, but I'm not sure how effective that is for reach. They largely use that style for opt-ins. "Morning, what are you up to?" tweets perform well, and I've seen consistent promotion and engagement from that. ### 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. Unengaged Followers 4. Total Followers ### Virality Engagement on twitter breaks down into 2 forms: sharing and endorsing. Likes, thread reads, and some replies are all endorsement. Retweets, replies, hashtags, @s are shares. Shares increase impressions, endorsements increase potential impressions (if engagement stays high). I also think it tracks a few different metrics for each tweet: 1. Total Potential Reach (based on Engaged Followers + Shares) 2. % of Potential Reach Shown (based on Endorsements) 3. Engagement Rate (Endorsements) A high share rate, alongside relevancy, with an engagement and share rate that maintains with impression increases - that's the formula for viral success. Also, the most viral tweets tend to be shorter and easier to endorse/share without any negative consequence. ## Voice Casual, witty, informal voices work best on Twitter. Individual tweets are throwaway but everlasting, 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. ## Content Styles ### One Liners, Throwaways, 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 great for building a case or diving deep. They should not be numbered, to make sharing easier throughout. Each tweet must still stand on it's own (or near to it) for maximum virality. Gifs and images will help to break up the text, as will plenty of emojis. I've found success using threads to test bigger ideas and positioning concepts. ### 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. 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... for now. ### Live Audio with Spaces Twitter Spaces and Live Audio provide a new avenue for conversation that Twitter is bringing worldwide. As the spaces platform is built out, I expect quite a bit more audiograms and audio/video combo formats to become popular on the platform. ## Feedback Loops I see two major feedback loops on Twitter. One built, the other in progress. ### 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. ### Tweets -> Audio -> Video -> Newsletter I think this is happening. Tweets turn into live discussion on spaces, which will get clipped into audiogram tweets, which will then be combine with new text and reflection into a Revue newsletter. ## Growth Plan I want to lay out my growth plan for Twitter here so you all can hold me accountable. ### Weekly Content Mix I want to put out 80+ tweets a week, with a goal of 100 new followers each day. #### Tweets Morning - Good Morning and a question Daily - 5-10 repurposed videos, one liners, and FULL tweet questions with context - At least 4 prescheduled, then I'll drop the others in Nightly - #buildinpublic What I did that day #### Spaces Daily until at least 30 episodes, then 2-3x per week with open discussion other days. I will open a space every weekday, and join at least one every day. #### Threads & Atomic Essays I'd like to drop 2-4 threads a week in the following concepts: * Podcast Notes * Book Notes * Marketing Teardowns * Concept/Ideas with expanded reasoning * Scorecards/Frameworks #### Newsletter I'd like this to be a deeper dive into my archive around a single topic. 1. Recent Events & Creator Spaces Interviews 2. A Business Idea (and maybe a bad one too) 3. Archive Dive into a Concept ### Influencer List (Dream 100) This needs to be built, and I need to make a twitter list to engage and build network with them. ### Landing Page I want to setup a single signup landing page so I can explain what I talk about and where to sign up. Right now, I use a Beacons.ai page - that's not a good move long run I'm thinking. ### Off Platform Repurposing To help build reach I'm going to have a team member post to Medium, Linkedin, and Quora as well. That will help me see if any content does better elsewhere. I'll repurpose full interview transcripts, threads, and my newsletter to these to start.