In my last post, I shared Too Faced’s robust social media strategies and shortcomings. They shine on Instagram but seem to be drunk with confidence, because it’s clear that their performance on Twitter needs a total makeover. Here are three mistakes Too Faced is making, and how competitor Tarte gets it right:
1. Posting Infrequently: Out of Sight, Out of Mind!
Twitter is an informal social media platform that moves at a very rapid rate. Meltwater indicates that the average lifespan of a Tweet is less than 20 minutes! If a brand is only posting once per day, like Too Faced currently is, the content will have a very limited reach. Meltwater suggests that to be worthwhile, brands should be posting frequently and consistently, up to 10 times per day to increase brand visibility.
Lauren Crudele, a Drexel MS in Communications student, organized a social media audit of the cosmetic brand Tarte. Looking at the two brands, Too Faced has 844 thousand followers on Twitter, while Tarte has grown to a following of over 950 thousand! Both brands market cosmetic products for similar demographics so what could be accounting for this large gap in followers?
Lauren detailed Tarte’s winning (and simple) strategy! Tarte posts consistently between 3-5 times per day on Twitter, with is 3X more than Too Faced current once-per-day approach. Tarte’s increased posting habits are rewarded with an expanded following and higher amounts of engagement.
In the world of Twitter, less is certainly not more! The more frequently that you post strengthens the trust and relationship with current followers and increases the odds of attracting new supporters to your page.
2. Excessive Product Promotions
I think it’s a fair assumption to say that most social media users don’t want to constantly be bombarded with product promotions. People are scrolling through Twitter to escape for a few minutes, to get updates on current events, engage in conversations, and to be entertained! Hubspot says it best “if it doesn’t inspire conversation, it’s not worth posting!”
Too Faced just doesn’t get it— they post exclusively product promotions that contain a call to action to purchase something on their website, and we can’t scroll past any faster. Tarte on the other hand recognizes the audience that they want to capture, and their content reflects that! Lauren’s blog From Makeup to Memes gives us some great examples of Tarte’s hilarious Twitter feed. The brand retweets and even makes their own memes to both entertain and relate to their followers.
SproutSocial also approves of this Twitter strategy. They mention that you want to add value to your follower’s feed, and although the occasional promotion is appropriate, you should aim to share content that will keep followers on their toes and give them a variety of ways to engage.
Note to Too Faced– it’s time to spice up that feed!
3. Not Engaging With Followers
Twitter is a social platform so it should come as no surprise that Twitter followers want to be social with the people and brands that they follow. Too Faced obviously hasn’t gotten the hint. As if posting solely product promotions isn’t bad enough, they don’t even take a second to respond to the few numbers of followers that engage with them on these posts.
Tarte is far superior in this area of Twitter as well, shocker! They are hip with current trends and attempt to ask their followers questions, post brain teasers, and engage in hot topic conversations across the platform. They’re not only great conversationalists with a clever sense of humor, but they also regularly repost content from their users.
SproutSocial encourages users to get feet on the ground and engage with their followers. To increase engagement on Twitter you should try to retweet relevant posts, tag other brands or influencers, and reply to you’re the followers that you already have. If you stick to these guidelines, your content is more likely to get shared across the platform and increase your following.
Overall? Add Some Extra Zing To Your Feed!
Have you been making any of these mistakes on Twitter? Do you have any additional advice or suggestions? Let us know in the comments below. If you liked this post, please share!
Interested in learning more about Tarte’s social media habits? Visit Lauren’s Blog The Social Sis.
The Social Media Enthusiast 