There’s a fine line between not updating your account enough (so people unfollow) and updating it so much with the same old stuff over and over again (so people unfollow quicker). Get the balance right, though, and ‘evergreen’ content is the bread and butter of your account.
Let’s face it… few people sign-up for a Twitter account so they can interact with a robot. But there’s no harm at all in drip-feeding your account with the occasional piece of timeless content which intrigues, informs or inspires. In my experience, Twitter users don’t tend to mind this and, from brands, possibly even expect it.
We’re all constantly reminded that a little of what you fancy will do you no harm as part of a healthy, balanced diet. Alongside offering value, interaction and paying attention to topical news and trends, consider evergreen content as the fibre or roughage in your diet. It holds everything else together.
What is ‘evergreen’ content?
Essentially, ‘evergreen’ content is information which should never go out of date or become irrelevant or incorrect. Therefore, it can safely be left to drip feed your Twitter account in the background regardless of your priorities, the time of year, major events etc.
Say you run a bakery. If you’re proud that your loaves of bread contain the freshest, locally-sourced ingredients that will probably always be the case. That’s irrespective of whether there’s thunder and lightning outside, England have won the World Cup or the Queen has abdicated.
The fact it’s unlikely (or impossible) for that to ever change – and that outside influences or time can’t affect it – makes that tweet evergreen content. If a bomb was thrown at your Twitter account, this is the cockroach-like content which would remain.
How can I create my own evergreen content?
One of the main sources of evergreen content is from your existing materials, such as your website, brochures or documents. A 1,000-word web page of static wordage could easily be ‘deconstructed’ down to a considerable number of tweets. Just make sure each is below the 280-character count Twitter permits for a tweet.
Ideas can also appear in your head at any time, so scribble them down somewhere or just tweet them straight out. That feeds another source of this type of content… your Twitter archive! From your settings you can request a copy of all the tweets you’ve ever sent. Some of these could still be relevant enough to re-use.
When should I use my evergreen content?
Not so often as to sound like a robot or to make it obvious that you haven’t hand-crafted that tweet right that very second from your phone. However (depending on your brand and your account’s activity levels), one to three evergreen tweets a day will do you no harm at all.
Why should I use evergreen content?
The main advantage of this kind of content is that it takes some of the burden and pressure off of maintaining your account. Say you’re on holiday, fall ill for a length of time or just have other priorities… evergreen content should be the backbone of your account which keeps it active regardless of circumstances.
I use Social Oomph for this purpose, though there are many other alternatives. The key is to build up a stock of tweets which will never date or become irrelevant. Collate these into a tweet ‘reservoir’ to be sent out at regular intervals and the leaves will never fall from your Twitter tree!
Take a look at Social Oomph as an excellent example of how to effectively release evergreen content to your Twitter account through their ‘reservoir’ function. If you need a hand, or would like me to help manage your account for you, please get in touch.
Categories: Twitter News