How to Schedule Tweets
For anyone who is building a personal brand of themselves or their company, tweeting is an invaluable means of self-promotion. Whether your Twitter platform is in and of itself your brand (writers, comedians, etc.) or just the social hub of a larger business, tweeting regularly can drastically expand your audience. Not too long ago, Twitter rolled out an algorithmic way of filtering tweets onto the homepage; however, most displayed tweets remain in the typical order of the newest to oldest.
Because of this, tweeting can sometimes seem like a bit of a studied science as the times when tweets are put out are directly correlated to your reach and engagement among followers. But, when tweeting is a large part of careful and deliberate branding, and you are the chief social media manager for yourself as a business or your business, there simply isn’t time to have the carefree posting habits of a more casual user. And, waiting around to make calculated posts can be too much of a time-waster.
Scheduling tweets is the no-brainer, time-saving promotion technique that can energize your brand and maximize your follower engagement and reach. We’re going to go through the how and why of scheduling tweets to hopefully clear up why scheduling is a smart business decision and just how accessible it is.
Scheduling Maximizes Productivity
Perhaps the most immediate benefit of tweet scheduling is the prospect of incredible efficiency. Scheduling can actually greatly improve your social media managing productivity.
As you probably know, a successful social media account should have tweets rolling out anywhere between 5 and 20 times a day. Depending on how long your work days are, that could potentially mean stopping every forty-five minutes to compose a new tweet for your followers. Given the time it takes to draft and publish tweets spontaneously, that could simply be too much wasted time.
Every interruption you encounter in your workday critically damages workflow productivity. Studies have shown that when the brain is switching between mentally taxing tasks, it takes about 15 minutes to fully disconnect from one task, each time you switch. Depending on how often you spend disengaging from typical work to tweet, that could be hours of wasted dedicated brain time.
When you set out to schedule tweets, you effectively lump periods of content creation work into one sitting which saves on lag time between activities. All that time saved from thinking about tweets and random intervals in the day really adds up to some serious productivity increases. And, it shows in the quality as well.
Scheduling is Quality Control
On top of making your work-flow more productive, the nature of creating content in one sitting is an excellent way of ensuring consistent quality across all of your tweets. Because scheduling tweets is a way of planning ahead, you can better adhere to an overarching social media strategy than possible when tweeting spontaneously. When all of your tweets are being written in one batch of creativity, there is a distinct unity of voice across them all much like you would achieve in a longer format of writing.
When you have this unity of a creative process, your content is going to be higher caliber and of greater quantity. Additionally, tweet scheduling provides an efficient and effective means of promotional campaigns. If a large quantity of tweets are going to be designed as parts of a larger advertisement campaign, planning them in advance will definitely create a consonance among the ads that followers will see and appreciate. And it will be most effective to have those ads running on a clockwork schedule where they are exposed to the target audience at very calculated times for optimal selling potential.
How about growth?
Scheduling Tweets Reaches a Larger Audience
Taking a statistical look at tweet engagement and audience will show certain times of day when your tweets are performing best. And, especially if your audience has been shown to be international, sending out tweets at crucial times of day in multiple time zones can be instrumental in expanding your core follower base. Even for those of you who are running social media accounts for very local businesses, your local target audience is not necessarily going to be checking Twitter at regular business hours. Think about the times during which you indulge in social media scrolling. Most likely, most people are going to be browsing at early morning times, late at night, after dinner or lunch times.
So, scheduling tweets for these high performing times can ensure that it isn’t necessary for you to be waiting around with your computer ready to send out tweets. Furthermore, if your research hasn’t shown you the best times for when to schedule your tweets, the easy ability to schedule for different times allows for effortless experimentation. Scheduling tweets are an effective way of testing the waters and discovering when and how your tweets perform the best.
How to Schedule Tweets
Now that we’ve examined all of the benefits of scheduling your tweets, let’s explore the best ways of going about it.
Create a Twitter Profile
Obviously, before you can schedule tweets, you need to have a Twitter account from which to post them. The medium of Twitter is such that the pinash of your account is far less important than the tweet content itself. However, it is important to have a strong profile worthy of standing as a reliable foundation from which you post all of your tweets.
Either way, you need to have a profile and a Twitter ads account before the option of tweet schedule is made available to you.
Draft Your Tweets
The logical next step in the process of scheduling tweets is to write all of your planned tweets for any given batch. Decide how far in advance you want to plan your tweeting. Land on a certain voice for your posts; that may be ironic or sardonic, sincere or crude, even harsh. It all depends on what type of audience you are trying to reach with your voice. Of course, the content will also be entirely contingent upon whether you are selling a product or personality. Regardless, before sending any tweets out to the public it is good to nail down a consistent voice and attitude.
Try including multimedia tweets in your arsenal. Studies have shown that by diversifying your tweets with images, gifs, or videos, your chances of reaching a wide audience are greatly increased. By including something like a gif into your post, you inject your tweet with an eye-catching quality which stands out along the timeline of your follower’s feed. One study concluded that tweets with images garnered about 20% more click through, 90% more likes, and 150% more retweeting.
Videos performed even better; according to Twitter statistics, videos are six times as probable of being retweeted than photos and three times as probable of being retweeted than gifs. Those are strong numbers which certainly would inspire any creator to post videos; but, you have to remember to keep a relevance across all your material and only post things which are in line with your pre-existing image. Nobody likes to see inconsistent video sharing for the sake of video sharing; they follow you for the unique perspective and original content you offer, so stick with it.
Including links in your tweet is another way of improving traffic to your brand. If you run a website or blog which coincides whith your business or persona featured on Twitter, linking to it in tweets could potentially drive up the visits to your site. Peope are curious by nature and the small digestible format of tweeting is really effective for providing a taste of something larger and then linking to it. Most often, people can’t help but follow through.
Once you’ve sat down and composed a stack of creative tweets, edit them for spelling and grammatical errors as well as flow and consistency. Your followers want to know that you know what you’re talking about; that means that errors in writing only serve to damage your credibility.
Schedule Your Tweet
Now that you’ve written your tweets for publication, its time to schedule them. This involves going into your Twitter ads account and following a few simple steps.
First, navigate to the creatives tab on the top of the screen. Click on new tweet; here you will be able to copy and paste your content into the text box along with images, gifs, videos, and links.
After composing the individual tweets with your prepared content, you will be given the choice of promoting the tweet or not promoting the tweet as well as the option to post it as promotion only. Tweet promotion is a system embedded within Twitter which exchanges your money for a wider reach of your tweets. In the promotional campaign, should you choose to employ it, there will be a customization process of your targeted demographic which allows you to personalize your intended gender, age, location, and interests. The ticking off of the promotion only box means that, if you have designed any given tweet to run promoted, it will only be shown to the people in your target demographic and not organically to your Twitter followers. That may be useful for running ads aimed at gaining followers which could potentially seem redundant to existing followers and turn them off your content.
After choosing the appropriate settings for your designed tweets, you will be shown a screen and a drop down menu which displays scheduling options. From there you simply have to select the day and time at which you would like your tweet to be delivered to the public. Remember to analyze optimal timing for your content, this is where you will apply all that hard research to reap the benefits of reaching a wide audience. If you have little data to go off of in scheduling for optimal times, test the waters and schedule for a diverse variety of times. You may find that you have a bigger following in Australia than you previously thought.
Best Time to Tweet
You might be asking yourself when the most optimal times for tweeting are. Perhaps you don’t have much concrete personal data to go off of yet and you would like a more serious strategy than trying times out. The thing is, every business and public persona is going to earn different results as they are all appealing to different people. There most likely isn’t a general option or one size fits all model.
Experimentation is the key to good business; just as someone no doubt once told you with no risk comes no reward. Studies will show results anywhere between five tweets a day to twenty-five. But your distinct brand is going to require more specific tuning to operate at capacity. If you truly have no jumping off point, however, there are a few things you can consider.
Determine how much time you have to devote to social media management. If the presence itself is your full-time job, then you may be free to tweet upwards of fifteen times each day. Perhaps you run other platforms in conjunction such as a website, youtube channel or blog. In that case, your online persona is still your business and the more time you can dedicate to tweeting the better you will perform. Maybe, you can have an output of ten tweets per day. However, if you run a brick and mortar store during the day and social media is only ancillary to that operation, try to sit down and allow time for at least five tweets per day which you can compose once per day, five at once or once per week, twenty-five at once. Find what works for you.
Developing a strong brand presence on social media can be a tricky undertaking. The good news is that scheduling your tweets can really add structure to the format and help you keep a consistent and strong content outflow. By being as efficient as possible with your tweeting, you may actually experience a rapid growth in Twitter followers as well as a heightened productivity in your daily workflow. I hope this article showed you the value of scheduling tweets and inspired you to give it a try.