A Twitter feed is a series of connected tweets, a kind of short blog post to start a discussion or provide information. Threads are among the best ways to build a following on Twitter.
For many businesses, especially those in the so-called creator economy, Twitter is a great way to find like-minded colleagues, grow an audience, and make sales. I touched on this subject last week.
During a presentation at Fincon – a conference for financial coaches and authors – on September 10, 2022, entrepreneur Brian Feroldi described how he uses Twitter treads to grow and engage audiences. Feroldi, the founder of Long Term Mindset, an investment newsletter that is sent to 40,000 subscribers every Wednesday, has more than 358,000 followers on Twitter.
For Feroldi, a good Twitter feed has four parts:
- The hook,
- The body,
- The summary.
The hook is the most important part of the yarn. It gets people to click and read all the tweets in the series. The hook is the equivalent of an email subject line or article title.
Feroldi has a thread pinned on his Twitter profile. This thread is among its top performers, with over 500 comments, 6,400 retweets, and 28,000 likes. The hook is both eye-catching and in line with the content of Feroldi in general, i.e. creating long-term wealth. It reads: “15 timeless investment principles, visualized: 1: If you want to create wealth, you must invest.
While there are proven tactics for writing hooks, Feroldi recommends reviewing its performance to guide your future tweets. If a yarn works well, document the subject, size, and image of the hook. For the latter, an image, Feroldi used a custom graphic that clearly communicates the difference between saving money and investing.
The body of the thread contains your thoughts on the topic, the equivalent of the main text of an article. The body should provide value to the reader. It should be clear, concise, easy to follow and deliver on everything you promised in the hook.
In Feroldi’s example thread, the promise in the hook is that the reader will see “15 timeless investment principles, visualized.” Therefore, the next 14 tweets in the thread should deliver on that promise. And that’s what Feroldi offers, adding a tip and a graphic in each subsequent tweet.
Don’t assume that the body of a thread is unimportant or light on content. Feroldi estimated that he spends about five hours writing each thread. This is serious content meant to deliver real value.
Take the same care in writing a thread as you would your best articles or newsletters.
Once the lead has provided value, it’s time to ask. The request can be as simple as a call to action to subscribe to your newsletter or visit your website. He could ask the reader to share the thread with his subscribers. Whatever the request, make sure it’s moderate, relevant and easy to do.
In Feroldi’s example, the demand is twofold. First, he asks people to follow him on Twitter. Then he asks them to subscribe to his newsletter. Both of these are relevant, given the content of the thread. They are also easy to make.
Demand in a Twitter feed will depend on your marketing goals, but like Feroldi, asking for more followers is common. Once someone is on your mailing list, it’s much easier to showcase your products.
Finally, include a recap tweet at the end of the thread that brings the series together, similar to an article summary. In Feroldi’s thread, the recap tweet follows the request, which follows tip 15.