How marketers can leverage it in their strategy

According to a 2019 Sprout Social Index survey, 40% of marketers believe that private community groups are becoming more important. And 23% of consumers agree with them.

LinkedIn and Facebook have long implemented private groups on their platforms, while Instagram and Twitter have not yet offered that feature.

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That was until September 2021, when Twitter announced that they were testing its own sub-community platform called Twitter Communities.

Let’s take a look at how it works and how it can help brands get in touch with their target audience.

This experiment is Twitter’s latest attempt to help connect users. While hashtags, Twitter lists, the “Moments” and “Topics” features can help visualize conversations you’re interested in, it can be difficult to identify (and consistently engage with) users who share your interests.

Twitter Communities is designed to close this gap and give users one place to meet users with whom they share personal and professional interests.

There are three types of users in Twitter communities:

  • administrators who owns the community and manages its members.
  • Moderators which ensures that the community is safe, facilitates dialogue and connects like-minded people.
  • Members who have been invited into the community and can now engage with other members.screenshot of twitter introducing twitter communities

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As a member, you need to say that you are tweeting something to your community. Everyone on Twitter can read, quote Tweet and report it. However, only other members can interact with the tweet, ie: Reply.

A community can be based on any interest (as long as it follows Twitter’s terms of service), from careers and finances to pets and astrology.

Currently, the platform is only available on iOS devices and on the web, where Android users have read-only access. However, Twitter plans to expand to Android devices soon.

Why you should use Twitter communities

Similar to LinkedIn groups and Facebook groups, Twitter communities are another way for brands to reach their target audiences.

Because users want to be connected to common interests, brands can narrow down the communities that suit their target audience and use it to connect with them.

We know that community building is the key to building trust with users on social media, especially with those who are close to the top of the funnel. As such, the use of a platform like Twitter Communities helps brands connect with users and get a better sense of what is resonating with them.

How to find Twitter communities

As it stands at the moment, you can only access Twitter communities if you are invited or if you are approved to be admin to start your own.

In that case, the Communities tab will appear on your Twitter app or on the sidebar of the web app. As a non-member, you can view the community page and timeline if it has been shared with you, but you can not interact with tweets or request to participate.

Because it’s in beta testing, Twitter has created a request form where users can request to become an administrator or moderator. To qualify, your account must:

  • Be public.
  • Be at least six months old.
  • Has a verified phone number or email address.
  • Get two-factor authentication turned on.
  • Has not previously violated Twitter’s Terms of Service.

Once approved, you must continue to meet these eligibility requirements to retain your privileges.

With HubSpot Marketing Hub, you can integrate your Twitter account, which allows you to schedule and publish tweets and track your key metrics directly from the platform.

How marketers can leverage Twitter communities

Twitter Communities is another tool that marketers can use to connect with their target audience and build a community around their brand.

Brands should avoid using Twitter communities as a way to promote products and / or services to specific groups of users.

A good rule of thumb to follow with any social network is to focus on engagement, not promotion. While promoting your products and / or services is a natural part of building your brand awareness, it should not be your only content strategy.

Instead, focus on connecting with your users by posting content the worry about. With Twitter Communities, this is even easier to accomplish, as you can tailor your content to specific sub-audiences within your broader followers.

It is also an opportunity to learn more about your users and see what topics they discuss, what their pain points are, what challenges they face and what resonates with them.

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