Getting your NFT project to stand out among the noise is the #1 challenge faced by Web3 marketers. With so many projects and fake hype you might be finding it impossible to break through the mold and shine. Well lucky for you we have some tips to get help you along the way. Keep reading this article to find out a few ways to give your Twitter marketing a boost!
Twitter and NFTs are like peanut butter and jelly, you just can’t have one without the other. Twitter is the main social media channel for anyone involved in the greater Web3 space, if you are not marketing there you are missing out on a massive opportunity. But just being on Twitter is clearly not enough. With almost every project holding a piece of digital real estate on the tech giants platform, it begs the question. How do you get attention?
Twitter is not for the faint of heart. It requires time and effort to grow an organic audience.The audience on this platform craves a genuine connection from a real person. Accounts that seem too disconnected from the people and act too far as a brand tend to grow traction slower than that of accounts with a personal touch to it. Remember at the center of any good NFT project is community, without organic connection there is no community.
This is probably one of the first questions on a new marketer’s mind. I mean the idea of starting an account off with a few thousand followers is tempting. But let’s just save you the time and give you the short answer; no, you shouldn’t. If you care enough, here is our long answer:
When you buy followers there is likely a 9/10 chance that they are going to be bots. Aside from the obvious, why could this not be good for your account? Firstly, bots don’t engage. So while it might look good having 2-3000 followers most people can see the fact that your post is only getting a like or two. Twitter has made it even harder now by adding the impression count to the post itself. Having a disproportionately large bot audience can actually damage your online reputation, people and businesses might avoid you as they can see you are leveraging black hat tactics.
In addition to this, Twitter regularly purges bots from the platform. If you have a few thousand bot followers it is not uncommon to drop 2-300 followers in a single day out of the blue. This makes the results unpredictable and also requires you to continue filling your audience pools which costs money.
Finally, there are the hidden penalties. While the inner workings of Twitter algorithms are not confirmed, there is suspicion that accounts that are recognized for leveraging paid followers are penalized in some way by the algorithm. While this is difficult to measure, it is not hard to imagine this being a reality. Better safe than sorry.
So if you are thinking about buying followers just for the optics or to give your page an early boost, don’t. In reality neither of those goals will work out for you. Any serious player will see right through the tactic and any kind of engagement will drop off after a day. Stay organic and spend that money on creating better content!
This one might surprise you, however one thing we want to make clear is that this isn’t completely bad. Following and unfollowing is ok if you do it moderately. It can be a good way to get people to notice your page. However the key word here is moderately. Twitter themselves even state that “aggressively following and unfollowing people” can result in automatic removal or suspension of your account. So what’s our verdict on this? Don’t treat it as a growth strategy. Follow pages you like and want to establish a connection with and feel free to unfollow them if you were unsuccessful in establishing that relationship. However don’t do this if your goal is to get more followers.
It might be tempting to set up a system for automated tweets and replies. I mean if it can save time then why not, right? To answer this one lets bring it back a few paragraphs where we talked about the most important thing being genuine connection. While automated messages will save on time, they don’t usually create any kind of meaningful engagement. In addition to this, Twitter also mentions automated tweets & replies as grounds for suspension or removal.
Alright now let’s jump into the stuff you’ve been waiting for, the grand reveal, the holy grail of information, the information that is going to catapult your project to success!
Ok that might have been a bit of an exaggeration, but we definitely think this information will help you along the way. Much of this information is based on our own personal tests and trials. We are constantly testing new approaches to our systems and as the algorithm changes so do we. Agile marketing is baked into the core of our business practices and we want to bring all the great learnings from it right to you.
You’ve heard it before from us and you will hear it again. PLAN, PLAN, PLAN! If you do not take the time to understand the audience you are catering to, what you want out of your efforts, and what your overarching goals are then you are driving blind. Answer these questions as a starting point for your campaign:
– Who is your target audience?
– What content do they consume on Twitter?
– What accounts do they follow?
– What kind of tone do they respond well to?
– How can you provide them with value?
– What are the major KPIs for your account?
– What is your ultimate conversion goal?
After you’ve laid the groundwork for your account and understand some key questions about your audience it is time to get organized.
Every good social media strategy starts with a calendar. Build out at least 2 weeks of content, always. This provides you with enough buffer room for the days you inevitably can’t make content. In addition to this, it also provides you with enough time to be agile with trends. If a hot trend pops up mid week you can easily pivot and have a safety net of content for the following days. Calendars and structure though aren’t just good for being prepared…
Not sure where to start? Download our content calendar template below and get started today!
Tracking your content topics and ideas is a crucial part of testing. Ultimately you shouldn’t be posting exclusively what you want to post. Yes, it is good to have a personal touch, and not every post needs to be made with the intention to make it big. Sometimes it is good to just show a piece of yourself in your content and that can be beneficial in ways data can’t measure. However, you need to appease the social media gods and create content with the intent to make it big or your account just won’t grow. So with that being said, develop a formula. Test out different ratios of educational pieces, news pieces, personal pieces etc… and measure them week over week.Testing topics but also placement types is extremely important to continuously optimizing your account. This macro level of testing will help you steer the ship in the right direction and is a piece that we see many new marketers missing, and for good reason. Being organized and on top of this is an acquired skill that takes persistence and consistency.
A question you might ask now is; “how do I measure the success of these tests?” and the answer is simple. Refer back to the questions we outlined above and get an understanding of your KPIs or key performance indicators for the account. Measure and store this data. Then compare it to the previous week’s performance. However keep in mind that this is not an absolute method of testing. You have to account for other variables such as the individual content. You might have just found a hot trend that week and it is skewing your data. To ensure clear results we suggest testing in 1-2 month cycles so you get an accurate understanding of the results. For more detailed instructions check out this post on social testing.
At the heart of any good social media account is value driven content. Sure the GM posts and other engagement tactics are a good way to humanize your brand and make things more personal, but in reality there haven’t been many GM posts that have moved the needle substantially. So what really hits it big on social media?
From our experience what we have found consistently works on Twitter and really any social is value driven content. Sure, engagement and trending posts can do really well, however we find that over time those posts fail more than they succeed. While value driven posts will slowly but surely build your account. The usual suggestion? Doing both. However let’s talk about value driven content a little more deeply.
One thing that needs to be clear, just because a post is “valuable” in a general sense it doesn’t mean it is the right kind of value to provide. Refer back to your notes, who is your audience? What are they interested in? Are you providing value to someone in that niche or are you just providing something that is generally valuable to a broad audience?
While providing broad value might help get more eyes on your post, they aren’t the eyes you want. You want to have the mentality that if you are creating a growth driven value post then you want to go for quality over quantity. Bringing in the right audience is 10x more valuable than just bringing in an audience.
A great example of value based content is this post from Web3 Waves. Here they directly cater to their audience by providing bite sized information about Soulbound Tokens. This topic perfectly aligns with their audience and provides enough information to satisfy the user without boring them.
Value based content is great and all, but how do you really stand out from the rest? Here at Space Age we have defined the three most important things to remember when creating content like this to get traction.
Being unique isn’t easy, I mean it’s kind of the whole point of the word… that no one else can be like you. Well lucky for you we have a couple cheat codes on how to keep your content unique and fresh.
- Add an opinion
Add your own spin to a common topic. Explaining a topic like NFTs is old and boring, but what if you added to the topic? Explain what an NFT is then go on to explain what kind of NFT you think has the most potential for a buyer.
- Speak with expertise
Add an element of expertise, add some lived knowledge to a general topic, or maybe add some additional statistics and resources. All of these things add an element of expertise which makes someone much more inclined to listen to what you have to say.
- Break down general & complex topics
Just talking about NFTs as a general topic has been done thousands of times, how do you expect to stand out with a topic like that? Instead, take a general topic, then break it down once or even twice into a more specific and niched down topic.Take a topic like NFTs, you can break that down to types of NFTs. You can then break that down into a topic on utility NFTs. You can continue breaking down the topic to make it more and more unique.
There are two main components to shareability – emotion and personality. It has been proven time and time again that people share content when it is related to them on a personal level. People want to share content that represents them in a way they want to portray to the world.This is why understanding your audience is so important. If you can create content that really aligns with your audience’s personality then you have bought yourself a one way ticket to sharesville.
The next major piece is emotion. Making an emotional connection is one of the strongest ways to get a share out of someone. The interesting part to this is that it doesn’t have to be a happy emotion. This study found that negative emotions stimulates sharing more than any other emotion. While it is important not to take advantage of this psychological “hack” there are still moral ways of leveraging this knowledge. Use it wisely.
Trend hoping and being relevant is one of the most important things for growth on social media. Why spend all your time and energy trying to create a new trend when you can find ones in their early stage and reap the rewards? In a perfect world we’d all be trendsetters but let’s be real, you aren’t starting the next TikTok dance phenomenon and that is ok! Focus on what is working, especially when you can spot these trends early, and you will win big.
Engaging on any social media is one of the most consistent ways to drive traffic to your page yet it is one of the most forgotten practices. Many people recognize the benefits but find it is easy to push it off. We’re here to say no more. Engaging with other accounts has a number of benefits, from directly driving traffic to your page to providing the algorithm with validation of you being a quality account this practice can be a game changer. Some might be wondering where to start when it comes to engagement, well wonder no more, here is a step by step guide to setting up your engagement strategy.
- Build a list of engagement targets, find
- 30 influencers
- 30 businesses & projects
- 15 groups & communities
- 20 partnership opportunities
- Set a daily engagement quota
If you are just starting out we recommend starting with;
- 10 comments on influencers content
- 10 comments on business & projects content
- 5 comments/posts in target communities
- 2 dms to potential partners
It is important to remember here that quality always trumps quantity. Don’t just leave one word replies or emojis, leave something thoughtful. Critically engage with the content and create a well worded response. The main goal here is to elicit a response from the creator or better yet another member of the audience. Getting traction on your engagement can lead to big payouts.
The last thing we will mention here is to be careful about who you interact with. You must find accounts and communities that are aligned with your target audience, or your efforts will be wasted. Find influencers you aspire to be and that your audience loves. The goal here is to be everywhere your audience is.
A relatively new feature we definitely recommend taking advantage of are Twitter Spaces. Twitter spaces are good for a number of reasons, however there are two that really stand out to us.
Firstly, spaces are favored by the Twitter algorithms right now. As a direct rival to the up and coming clubhouse spaces was created for a way to add audio content to the platform. Running spaces on a consistent schedule gives signals to the algorithm that you are active. If you have a space with a solid turnout, Twitter can really push this to their users and it can get you a lot of exposure.
Secondly, it is a great relationship builder and cross promotional tool. By finding others in your niche and industry to come and talk in a space you are kicking off the start of a relationship. Creators are always grateful for being provided a new platform to access and it can really help you in the long run. In addition to this you are also pushing your content to their community too. When someone joins a space it notifies and pushes that space to their audience, effectively promoting your channel to there as welll. This can be a game changer if you manage to land a big name with a big audience.
Last but not least, we have compiled a brief list of different tips, tricks and hacks we have found over the last year that are currently in favor with the Twitter algorithms. Let’s jump into it:
- Visual Content
Just because Twitter gives you the option to only use text based content doesn’t mean you should. Using visual content on Twitter is just as important as any other social platform. Create some easy templates to follow and create visual content for most posts you share. You will see a big uptick in engagement here. Also, don’t be afraid to mix it up. Use video or create “carousels”, you never know what might resonate well with your audience.
- Collaborative Content
Similar to Twitter Spaces, creating collaborative content with other creators in the space is a great way to cross promote your platform. Finding other popular creators who can contribute with valuable information can be a great way to provide value to your audience as well as catch the attention of your guests’ audience.
- Remove Outside Links
Twitter seems to penalize the use of outside links on posts. This means that you should not be including links to your website or really anything else that takes the user off of Twitter. Understandably Twitter doesn’t like this as it navigates a user from their site decreasing time spent on it. So what should you do instead?
Here the Cyber Cavers posted their link in the comment below the post. In addition to adding the link to a comment below, you should also wait an hour or two to allow the algorithm to pick up and make sure you aren’t throttling any engagement.
- Create an Engagement Community
This can be a really powerful networking and engagement tool. One thing we want to make very apparent is that this should not be confused with joining engagement servers or large groups. Joining a large group of accounts looking to get engagement from one another can look spammy to the Twitter algorithms and could actually hurt you in the long run. In addition to this, you will start getting traffic and engagement from audiences unrelated to your niche. So what should you do instead?
Organically create your own engagement group! Reach out to similar creators in your space and propose to them forming an engagement partnership. When they post you will like, comment, and occasionally retweet. Build a small, organic group of partners that you genuinely enjoy. Their content should be good for you community and vice versa. By keeping the group small you can all grow together and avoid nasty penalties from the Twitter algorithm.
As an NFT project, Twitter can be your best friend or you worst enemy. It is entirely up to you which relationship is established. Social media is a slow and organic grind but there is still always the opportunity for rapid growth. Stay consistent and avoid doing wrong in the algorithms eyes and you will succeed. If you want a free consultation on your NFT Twitter marketing then contact us!