The 4 Most Effective Twitter Calls to Action

What should I tweet?

4 Most Effective Twitter Calls to ActionThis is one of the most common questions that brands ask. Data from a recent study conducted by Optimal indicates that Twitter delivers a smaller — but more active — audience than Facebook. But Twitter is less understood as a marketing channel, and many social media marketers are unsure about what to do when it comes to executing well-planned promotional strategies on the platform. So what can you do to jumpstart a Twitter initiative using 140 characters or less?

Social media marketing must include calls to action

Calls to action (CTAs) are an essential part of inbound marketing. Their goal is to convert a user into a lead, and, later, into a customer. They are a way for you to entice your social media audience to focus on the action your want them to take.

Twitter recently analyzed more than 20,000 Promoted Tweets that were randomly sampled over a 3-month period. They examined how various types of Promoted Tweet engagements differed depending on which types of calls to action were included, and compared them to a baseline of Promoted Tweets that did not include any calls to action. Here are the results:

4 best Twitter calls to action

1. Ask for a download

Have a new product to promote that’s available for download? Tweets in timelines that explicitly ask people to download from an included link increase URL clicks by an average of 13%. Tweets in search that feature this call to action increase clicks by an average of 11%.

Tips from Twitter:

  • Give people clear direction
  • Offer an incentive to click
  • Use hashtags and @ mentions sparingly to keep users focused on one action
  • You can also set a deadline to increase the sense of urgency

Walgreens Twitter marketing call to action

 2. Ask for a retweet

Want to turn followers into advocates and generate earned media? Offer a clear, compelling reason to retweet your messages. This increases retweets by an average of 311%.

Twitter recommends:

  • Spell out the word ‘retweet’ instead of using ‘RT’
  • Tell your audience why your Tweet is worth sharing by giving them something valuable in return
  • Keep formatting clear and simple so people know exactly what you want them to do

Cadbury Twitter marketing call to action

3. Ask for a follow

Want to reach new audiences on Twitter? It could be as simple as asking for a follow. Twitter’s data shows that tweets  that asked for a follow increased responses by 258%.

Twitter’s suggestions for improving effectiveness:

  • Highlight the exclusive content you’re offering, e.g. “Get a sneak peek at exclusive new products” or “See what goes on behind the scenes”.
  • Provide an incentive to follow you by promoting contests and prizes

Wendy's Twitter marketing call to action

4. Ask for a reply

Want a response from Twitter users? Ask for it. Tweets that ask for a reply increase replies by an average of 334%. Replies increase 307% when this call to action appears in search results.

Twitter tips to improve response rates:

  • Get personal in your Tweets
  • Use a conversational tone
  • Combine the question with a contest or other exclusive incentiveDunkin' Donuts Twitter call to action

Have you tried marketing initiatives on Twitter? I’d love to hear about them!

  • Hi Kimbe,

    I have tried it and had some reasonable success, both personally and at the company I work for. People like to share “catchy” tweets, so it’s about crafting creative messages of 140 characters or less with that in mind.

    Don’t forget to leave room for retweeting. If someone does a
    text-retweet (instead of a native Twitter retweet) of something I’ve shared, the beginning will read: “RT @pamdyer ” — that’s 12 characters, including spaces, right off the bat. So to make tweets easy to share, you need to leave enough room for those characters and, if possible, a bit of space for the retweeter to add a brief 1-2 word comment.

    Hope this helps, and thanks for reading my blog!

  • Lush Fab Glam

    Great tips Pam, especially asking for a retweet and reply, I will apply them to future social marketing campaigns for my blog to see how they work.