The One Thing You Must Do On Twitter

Last week, we brainstormed your “content buckets” and narrowed them down to three. I also gave you a simple way to create 108 content ideas in two hours.

This week, we’re going to format and structure those ideas into something Twitter loves: threads.

“Threads” are several tweets strung together.

You basically write a tweet and you reply to yourself for a second tweet, and again, and again, until you finish writing.

You can see my best threads here: 

(Some of them have 140k+ impressions, 500+ RTs. Not bad for a “small account.”) https://twitter.com/colinyjchung/status/1564693509726035968

But before you get intimidated by the idea of what a “thread” is… think of threads this way:

They’re basically a blog post, article, or email. It’s nothing different from what you’re already doing as a copywriter!

The only difference is… you have to “break up” your content into 280-character chunks.

For most of you, you’re already writing in 280-character chunks. This paragraph, for example, is 130 characters. That’s one tweet!

• So if you already write direct response copy…
• And you use short, clippy sentences like this…
• And you love quick, skimmable lists of bullets…

Then you can basically copy and paste your best content (or repurpose it, as the vernacular goes) into threads!

Now, you might be thinking…

But I don’t want to sit there counting out 280 characters at a time when I write.

Well fortunately, there are tons of Twitter thread-writing software out there.

The one I use and recommend is Typefully. Here is my affiliate link: https://typefully.app/?via=228bb8

I love Typefully because it’s the cleanest software out there. It’s designed specifically for writing threads.

There are others with more functionality, like Hyperfury and Tweethunter.

But for writing threads? Typefully. Period.

OK, OK – it can’t be that simple, can it? Can you just repurpose all your old stuff?

Well, you’re right. You can repurpose stuff. But if you want super-viral threads that get you a ton of followers…

There are three types of threads that do really well:

• Listicles
• Stories
• Giveaways

Let’s talk about each of them…

Listicles

It shouldn’t be a surprise to all you copywriters that listicles do well.

The entirety of the Internet is built on click-baity listicles.

• Five reasons why…
• 7 steps to…
• 10 mistakes beginners make when…
• Top 5 books for…
• 6 signs he’s into you…
• 8 celebrities that are secretly gay…
• 4 ways to organize…

HOMEWORK: Looking at your 3 content buckets and the 3 types of content… come up with at least 30 listicle ideas.

Stories

OK, let’s be clear here.

There’s one very specific story-formula that social media loves.

You can try other types of stories, and by all means, nobody’s stopping you.

But if you want virality… you must follow the formula.

What’s the formula?

1. [PROTAGONIST] was in [NIGHTMARE SCENARIO]
2. But within [TIMEFRAME]…
3. [PROTAGONIST] got [ACCOMPLISHMENTS]
4. It came down to [ONE THING] OR Here are the top [# LESSONS]

Twitter (and all social media) eats these up.

Let’s do some examples:

• In 2010, I was living out of my car with only $10 to my name. Two years later, I moved into my dream mansion and married the woman of my dreams. It came down to 12 life lessons…
• Jason Suk moved to America in 1979 as a car mechanic. Today, he owns 537 auto shops all across the country. Here’s his story…
• I’ve dated my share of horrible men. For years! I thought it was me. Maybe I was broken. But then, I discovered a “secret book” that helped me find my soulmate. We’ve been happily married for 20 years today. Here are 10 tips from that “secret book”…

See how that works?

The first tweet basically talks about how the protagonist went from X (negative situation) to Y (dream scenario), and how Z (one or several x-factors) catalyzed the change in fortune.

The second, third, fourth, and however many further tweets are where you tell the story, and/or, you do a listicle of lessons.

So in a roundabout way, I actually just taught you…

The Structure of a Thread: Hook, List, & CTA

The hook in a thread is the first tweet.

The story formula I just gave you is probably the best way to hook your audience.

Can you get away with a simple headline like “10 books every copywriter should read”?

Yes. I’ve done it and it worked. This one got 480 RTs and 942 Likes: https://twitter.com/colinyjchung/status/1503447866131431424

Here’s another one with a simple headline with 52 RTs and 179 Likes: https://twitter.com/colinyjchung/status/1498080570286374912

But do story hooks work better?

In more cases than not, yes.

It all kinda depends on the “list” part.

Whether you’re listing out a series of lessons, tips, or ideas… or you’re telling a sequential story in 280-character chunks… it has to be good content.

All the copywriting lessons you’ve ever learned apply here.

For story threads, you want to end tweets with “bucket brigade” cliffhanger phrases, like “but then…”, “and then this happened…”, or “next, you’ll want to…”

Each tweet needs to earn its place, just like how in copy, each sentence needs to earn its place.

For listicle threads, you want to get really good at writing one single tip in one single tweet… making each and every tweet retweetable.

And finally – you need a strong CTA (call to action).

A simple one can be:

If you liked this thread, follow me @colinyjchung and RT the first tweet.

I write 1-3 threads a week on human behavior, marketing, and storytelling.

The CTA is asking for a follow and for the all-important retweet… and I give them a reason for the follow.

I would also suggest studying other threads, their CTAs, and experiment yourself.

Here I wrote about the “top threads of 2021” and broke them down: https://twitter.com/colinyjchung/status/148203279740968960

OK, so we’ve talked about listicles, stories, and structure.

Let’s wrap this up.

The third type of thread that does really well is…

Giveaways

Hey, guess what? You probably know what these are already!

The “giveaway” is exactly what you think it is.

In the copywriter world, it’s the “subscribe to my list and I’ll give you a free report” deal.

But how does it work on Twitter?

Remember! Twitter’s algorithms HATE YOU if you tell their users to leave their platform.

SIDE NOTE: NEVER, EVER put a link in your first tweet. If you’re promoting something, write a really good hook for your first tweet, and do a “mini-thread” where the link is in your second, third, or whatever tweet. Just never the first tweet.

So here’s how to play it.

1. First tweet: tease them (with your copywriting) of what you’re giving away.
2. The CTA is: RT this tweet and I’ll DM it to you. Must be following me.

 

 

Do you see how we played within the unspoken rules of Twitter here?

• We have created a viral piece of content.
• We are asking them to RT said content (feeds the Algo-Gods).
• We are DM’ing them said freebie (we’re still in Twitter land).

Now, in the DM, do you send them a link to the PDF or whatever you’re giving away for free?

Yes, you absolutely can do that.

But can you also take it a step further and send them a link to your opt-in form so you build up your email list as well?

Well, shucks. I didn’t say anything.

So now – you’re double-dipping. Triple, even.

First, you got a RT. Second, you got a follower if they’re not following you already. Third, you got them on your email list.

What can you give away?

Well, you’re a copywriter, aren’t you?

Think about the reports, tip sheets, guides, eBooks, etc. that you’ve written for clients.

HOMEWORK: Write one for yourself based on your three buckets.

My first viral thread was a combination of a story thread and giveaway. Take a look here: https://twitter.com/colinyjchung/status/1492544049265676292

It got 140,000 impressions, 578 likes, and 524 RTs. I went from 661 followers to 1,345 in three days.

Here’s a more recent one that got 185,000 impressions, 829 likes, and 335 RTs: https://twitter.com/colinyjchung/status/1581503708692520960

OK, now you have 108 ideas and three proven formats for threads.

Time to start writing.

Next week, we’ll talk about growing your audience at different stages of your Twitter life… and dig deeper into why you would do this and how to monetize Twitter.

Remember to follow me: https://twitter.com/colinyjchung