Nobody responds to brand loyalty like millennials. One reason this tech savvy and influential demographic are brand loyal is because they are more considerate of which brands they will follow. With so much competition, finding ways to make your brand stand out can be tricky. Using every tool in the toolbox is essential and neglecting social media is potentially the end of your business.

For many, Twitter is the frontline of customer engagement on social media. It is up to the minute and interactive in a way other platforms cannot quite emulate. Understanding how your brand can create and maintain social media loyalty provides great opportunity. Social&Loyal have the considerations you need to make when fostering brand loyalty on Twitter.


Personal Engagement

It is not only millennials who use Twitter, but they are its largest demographic. More importantly, 54% of Twitter users earn a minimum of $50,000 per year. They are also discerning on how that money is going to be spent. As 78% of Millennial Twitter users will follow a brand they like to support them, it is important to be likable.

Managing your Twitter presence for likability is not completely dissimilar to being likable in other human interactions. Honesty and transparency are rewarded on Twitter. If you only send cynical promotional tweets with no substance or personality, it will turn off the majority of Twitter users. Instead you need to be active and engaging in a way which makes your product or service desirable to these users’ lifestyles.

One way to do this is to foster a community environment with your own company. Allow your team a certain level of freedom to engage with other users. If it is obvious you are using Twitter bots, users will be suspicious of your other claims. If you send tweets and respond to direct messages with a personal style which engages with the individual, users will feel prioritized.

This does not mean complete free reign is advisable. Parameters need to be set over tone and what type of content is acceptable. As important is it is to support employees, it is the company as a whole which will be accountable if mistakes are made.


Be Vigilant

It is not just personality which promotes social media loyalty. You can have a likable presence, but if you don’t allow that presence to interact in the right way, you will lose customers. Customers want to feel valued and ignoring messages and tweets is counterproductive to this.

Due to the high volume of competition on Twitter, going the extra mile will get noticed. When a question is asked, don’t just answer it. Think of how it can lead to an opportunity to promote another aspect of your business. Failing that, simply be as helpful as you can.

Be creative when being helpful. Twitter allows you to respond with Twitter video reply, so if there is practical assistance which would be helped with a short video, use it. You can also use gifs and memes to answer a post. It is important to learn the language of Twitter for effective communication within it.


Make Yourself Relevant

Answering questions directly alone will not necessarily improve your loyalty issues. You have to understand how Twitter users engage with the platform.

81% of Twitter users claim to keep up with news daily and about third overall will retweet or post throughout the day. Keeping up with this news is imperative, especially when it involves links to your product or service.

Spot trends and find your relevancy in them. Social media 101 will talk of using holidays and national events to promote your business. However, using pumpkin emojis at Halloween or Santa at Christmas isn’t enough. Papa John’s pizza had a successful ad campaign when they made a heart shaped pie for Valentine’s. It took a current trend and made it their own. Users will happily retweet promotional posts if they believe them to be clever.


Reward Feedback and Loyalty

Much more than Facebook or Pinterest, Twitter users are more likely to follow a brand if they receive something in return. 85% of millennials on Twitter will be more inclined to follow a brand if it offers a discount or coupon in doing so.

This is a great opportunity to implement a loyalty platform. Through Twitter and its constant updates, you can encourage repeat custom. It requires more effort and capital to attract a new customer than it does to keep an existing one, but with Twitter you can kill two birds with one stone.

Rewarding followers for sharing Twitter posts with a discount code or points for their account will encourage people to share your promotions. Not only will they get something from doing so, but you will be piggybacking onto their followers’ feeds.

Twitter is also perfect for contests and prizes. Start a hashtag trend and use your social loyalty program to reveal the results. You get your promotion and users get a reward. It’s a win win.


Be Analytical

You are a business and to differentiate yourself from lay users of Twitter, you need to have a more analytical approach. As discerning as Twitter users can be, your use of Twitter is more specific. Twitter is another way to provide customer service, so you need to know what they want before they do. Keep on top of who follows you and find common denominators.

It is no longer enough to keep a vague eye out for trends. Analyze key words and use a customer service platform in conjunction with your loyalty platform to see who you need to be engaging and when.

Building brand loyalty on Twitter takes consistent effort with a mixture of responsive marketing and strategic campaigns. Having a loyalty program will help increase the likability of your company by implementing rewards and making your posts on a user’s feed worthwhile. Twitter users do not want to feel they are wasting their time. By following these tips, you can prove that social loyalty to your brand is both productive and valuable.

Sergi Renom
Software Engineer & Head of Customer Support

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