Hot brands on Twitter

Twitter, like all social media forums, is a fast-moving space and what is hot one minute might be past it the next. To keep on top of the Twitter game, you have to be quick and, most importantly, on point when it comes to your audience and following.

By posting relevant and engaging tweets regularly, you are more likely to grab the attention of some of the 288 million active Twitter users. It is important to consider your audience carefully as travel advertising strategies are always going to be different to other specialist areas, say, recruitment marketing. This is particularly evident on Twitter where brands, while trying to engage with their audience through humour and well-thought-out content, still have to keep their demographic at the forefront of their approach.

Here we take a look at a few of the best brands that are setting the Twittersphere on fire.

Innocent

Set up by a group of friends at university, Innocent Drinks is in a good position to optimise their brand on Twitter. Their friendly and humorous approach is a perfect example of how hot brands on Twitter are successful through not overtly selling.

Get outside today. There’s a 68% chance that this might be summer.

— innocent drinks (@innocentdrinks) March 7, 2015

Through regularly posting seemingly random yet personable and comical Tweets, Innocent makes their profile interesting to follow, thus securing a loyal following, which is in its hundreds of thousands.

BBC One…and BBC Two

Similarly, BBC One engages with its younger audience on Twitter through witty Tweets and puns, perhaps best shown in its interaction with its sister channel BBC Two. When last year the Great British Bake Off made its return to the BBC’s main channel, BBC Two’s official Twitter account gave it an appropriate send-off, tweeting, “Goodbye, Great British Bake Off. Have a great time on @BBCOne. Never forget where you came from.” This was then met with a series of Bake Off-related puns that went down a Twitter-storm with their followers.

@BBCTwo Bless you, Two. We hope we haven’t bitten off more than we can choux… #GBBO

— BBC One (@BBCOne) August 5, 2014

Charmin

Proving that it doesn’t matter what your brand encompasses, toilet paper manufacturer Charmin makes the Twitter brand hot list with its clever hashtagging tactics and ability to jump on current topics quickly.

Taking care of business. #tweetfromtheseat pic.twitter.com/byauehXxmc

— Charmin (@Charmin) March 5, 2015

Acknowledging and engaging with hot topics quickly and effectively is key to brand Twitter success and Charmin illustrates this perfectly. The humorous nature of their brand may lend itself better to these kinds of tweets, possibly with less risk than other more serious brands, but it is still possible to be current and engaging whilst keeping your staid tone, as shown by brands such as National Geographic and even the BBC, as above.

British Airways

British Airways also illustrates how to keep a professional tone while entertaining and engaging with your followers. When they recruited popular a cappella group Out of the Blue, it was a stroke of genius; much like a celebrity endorsement, this move enabled the brand to engage with the group’s existing following while appealing to a wider demographic.

.@ootboxford perform a special cover of ‘Club Tropicana’ with BA Holidays http://t.co/RcHxSFBR1I #FlyBA2015 https://t.co/vuwXjEEBfU

— British Airways (@British_Airways) February 16, 2015

The brand also makes a point of regularly posting throughout the day, adhering to the golden rule for brands — tweet often, but not too often. As is shown in this brandchannel article, tweeting between one and six times a day is optimum for social engagement.

LEGO

For a brand that has spanned generations, LEGO has been incredibly successful at making the transition into Twitter and social media advertising. Speaking to a wide demographic, both parents and children, LEGO’s success in brand recognition is testament to its connection with the social world. The below tweet shows its acknowledgement of a recent social media phenomenon and how responding to #BreakTheInternet topics can create further social engagement for your brand, even better still if you can incorporate your brand in some way.

#whiteandgold or #blackandblue? We found a way around science- you can have both! #TheDress #dressgate pic.twitter.com/5oj3ZTqOWk

— LEGO (@LEGO_Group) February 27, 2015

Learn how your brand can #BreakTheInternet and start on its way to becoming a hot brand on Twitter by speaking to one of our social media experts.

Image Credit: mkhmarketing (flickr.com)This image has been edited from the original.