Recently we revisited the practice of including an image or video in your tweets; Twitter has changed a lot over the years, after all, so it only makes sense to periodically look at the data around best practices and see if they still hold true.
In this case, yes; tweets with images, GIFs, or videos in them tend to perform better than those without.
However (you knew that was coming, right?) when might you not want to include an image? We’re breaking down some reasons it might not always be a good idea.
If you’ve got questions or something we missed, find us on Twitter @UnionMetrics.
What is your goal?
First of all: Why do you want more clicks? If it’s just because you think it sounds good, we urge you to reconsider with some more precise goals.
Do you want to drive more traffic to a specific web page about a specific product? Do you want to send followers to a dedicated community site to grow the community around your brand? Do you want to send more traffic to your blog?
Decide what your goals are for not only specific campaigns, but around general content marketing for your brand as well. That way you can more clearly measure your efforts and see what’s working to get you closer to your goals.
What is your CTA?
Does your CTA for your tweet match your goal?
If you just have vague copy that doesn’t support your goal, that could be why your followers aren’t being enticed to click. Be sure you know what your goal is and that your tweet copy reinforces it clearly and concisely.
So how do I get more clicks?
That’s the promise in the title, after all.
Here’s the thing: We hear increasingly that we all have shorter attention spans as we have more and more content flooding in and competing for the limited attention we have to give. Research behind attention spans shows that they’re very task-dependent, but a dwindling attention span seems more likely to hold true in the case of a platform like Twitter, where the information also comes in at a rapid pace.
So if your goal is to get your followers to click on a specific URL in a tweet, you want to make it clear from the copy that’s what you want them to do, but also minimize the other actions they can take within that tweet. For example, you might not want to use a ton of hashtags (since each one is clickable) or a photo they could click on to expand. Consider setting up your blog or website so that Twitter will automatically display images, but send anyone who clicks on them to the URL that was your goal in the first place.
This way you’ve got the visually enticing element of the tweet still included, without overwhelming the amount of other clickable options in your tweet.
Measure your clicks
To see how you’re performing on those clicks and more, get started below.