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Tweeting your best tweet

On the face of it Twitter is pretty simple, but in reality there is a lot to think about: different types of tweets, whether there is attached media, replies, quotes etc etc. Each type of tweet can be "optimised" but how and for what?

What are you trying to do?
The first thing to get right is have an understanding of what you are tweeting for and what are you trying to achieve? Armed with that information tweeting your best tweet is a matter of tone, context and using Twitter's available features.

By way of an example I'll use a piece of short social video content which was supplied for use across Ford's European social channels, but I'll focus here just on Twitter deployment.


Above is a screenshot for the Ford Europe tweet for this piece of content.

Before talking about the tweet itself let's go over what I mentioned previously about what is the Tweet for and what was I hoping to achieve?

The video was a short "social edit" of the "dog kennel" story previously published with a more detailed video itself a supporting asset for the larger story.
Logically this "short edit" should be tied to the more detailed story. On the web that often means providing a LINK!

Links!
Links are usually included in the tweet text, but if video is uploaded, prior to use (to the accounts media library via Twitter's Media Studio), then it is possible to also add an in-video "call to action" link, which will show when people are viewing the video full screen and also if other people share your Twitter video in their own tweet.

Video Thumbnail!
Tweeting video without adding an optimised thumbnail is dumb. You can either choose how the video is portrayed in the tweet or cross your fingers and hope that it'll look .... Okay. Take charge: make a conscious choice about how the video in the tweet looks! That means adding a thumbnail, again via Twitter's media studio.

Copy, tone and timing!
These aspects are subjective and should align with the tweeting history and tone of the account in use. The video showed the kennel with fireworks. New Year's Eve is probably the biggest firework night of the year, so the tweet went out on December the 31st with copy I hope worked in that context.
More tweets with this video
There are twenty plus Ford market Twitter accounts for Europe, covering most countries, if you're interested they are grouped in a Twitter list that appears on this page.

There was a native language version of this video asset produced for some, but not all, of those market accounts.

Spain
Spain have included a link in the tweet copy which links to the bigger story on their social hub.
There is no in-video link. I find it doubtful if that thumbnail has been chosen or would be considered optimal.

Portugal
No link in the copy, no in-video link, no video thumbnail.

Germany
No link in the copy, no in-video link, no video thumbnail.

United Kingdom
No link in the copy, no in-video link, no video thumbnail.

Netherlands
No link in the copy, no in-video link, no video thumbnail.

Poland
No link in the copy, no in-video link, no video thumbnail.

Italy
No link in the copy, no in-video link, no video thumbnail.

To be fair to those shown here at least they used the video asset on Twitter, but tweeting in and of itself is no guarantee that one is tweeting one's best tweet.

What are tweeting for, what are you trying to achieve?


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