Author: Sebastian Scheplitz
With approximately 238 million monetizable daily active users, it’s easy to see how Twitter has gone from just being just another place to broadcast your thoughts to becoming an insanely potent marketing platform that allows brands to directly engage their audience in real-time – especially for iGaming brands.
Twitter has the potential to reach entirely new audiences of potential customers beyond the scope of a user’s network of followers, while users can send new tweets and retweet other individuals’ posts to create a constant stream of content.
Pair that with its timeliness and function being suited well for casino players and punters alike, and you’ve got a great social media sports betting and online casino marketing tool at your disposal.
However, it’s simply not enough for online casinos and sports betting operators to tweet the odd industry update or trending topic. Considering how, for instance, 7 out of 10 sports bettors in the United States get their information for sports betting on Twitter – not to mention the fact that there are hundreds of millions of potential new customers for online casinos and sportsbooks on the platform.
Needless to say, the use of Twitter marketing strategies for online casinos and sports betting operators takes on a whole new level of importance as a key iGaming social media marketing tactics in 2022.
Putting together a successful Twitter marketing strategy takes intentional and systematic planning for iGaming brands to stand out, attract new customers, and engage existing audiences.
That’s why we’ve put together a list of seven iGaming social media marketing tactics for Twitter you can use to bolster your overall marketing strategy and get the most out of the platform.
1) Leverage iGaming Twitter Hashtags and Trending Topics
Tweets with #hashtags gain double the engagement. However, you shouldn’t just pepper your tweets with random hashtags you can think of. Instead, think of using hashtags that are specific to the iGaming content and you are posting.
For instance, last February, based on Twitter, the top trending hashtag in Super Bowl-related tweets wasn’t #ramsnation as some might have expected – it was #GamblingTwitter.
There’s some serious potential in hashtags as far as potential marketing strategies using social media for iGaming are concerned.
Well-placed hashtags allow iGaming brands to create funnels to directly reach out to the social media sports betting demographic – and help them join the Twitter iGaming community.
From there, iGaming operators can promote to the rabid Twitter sports betting audience, follow the trending conversations and latest news updates, and interact with hashtags – an unparalleled advantage when it comes to social media marketing for iGaming affiliates and operators alike.
2) Use Paid, Targeted Twitter Ads for iGaming
Want to get the fastest, surest way of getting optimal results? Paid marketing is one of the best tools you can add to your list of iGaming content marketing strategies and help you get started in advertising in no time without having to prepare oodles and oodles of content.
Paid ads deliver the payload of targeted traffic to iGaming audiences on Twitter using promoted tweets to reach them more quickly, rather than the agonizing wait to gain organic reach, which takes painstaking effort and investment to achieve.
Moreover, with paid Twitter ads for online casinos, you gain the benefit of knowing exactly how much your spend will be upfront, compared to launching your own site and dealing with the hidden costs of marketing as you go.
Paid ads will display your promoted tweets and hashtags to like-minded audiences even if they don’t follow your hashtags or your Twitter account – with audiences allowed to interact as though they were organic content.
3) Determine the Best Time to Publish Tweets
The activity on Twitter moves at light speed. And while tweets remain on your profile until the end of time unless you expunge them from your permanent record by deleting them, what you tweeted 20 minutes ago can very well be buried beneath your audiences’ timelines as soon as you post them.
That’s not a stretch, either – Twitter stats show that there are 6,000 tweets published per second, with each tweet having a half-life of 20 minutes. Therefore, the key to finding success on Twitter is by publishing consistent, well-timed tweets.
According to data from the American Marketing Association and Hootsuite, the best time to tweet is every morning during weekdays.
More specifically, 8 AM during Mondays and Thursdays.
This can be moved a bit later in the day during weekends, but make sure to publish in the mornings when most Twitter users are up and about.
It doesn’t matter whether your tweet is a call to action or a lightning rod for engagement – you’ll want to time your tweet right, and you’ll want to make sure its content does its thing (this is where iGaming content writing experts come in). Because doing so will help your iGaming brand generate more value and a better ROI.
4) Create a Schedule to Publish Tweets Ahead of Time
Just like how content calendars are an invaluable resource for iGaming content creators and marketers in helping create consistently great content on time and on target, so does creating a publishing schedule for your tweets.
Yes, a random tweet at the right place at the right time can go viral and generate tremendous engagement, but not everything you tweet will be a home run. In fact, these serve as the exception to the rule.
The great majority of your tweets should be carefully planned ahead of time and intentionally published for the best results.
Most major iGaming brands are highly active on Twitter, with many of them publishing over a hundred tweets a day.
That’s not just by happenstance. And these successful iGaming brands don’t do it because they have someone tweeting behind a computer screen 24/7 – they manage to keep a consistent stream of tweets going by creating them in advance and publishing them according to a set schedule.
Now, that doesn’t mean you should be tweeting a hundred times a day – best practices will vary depending on your goals – but the key is to be consistent and find that sweet spot.
Fortunately, there are plenty of social media marketing tools that help you create a pipeline of content across a variety of social media platforms, including Twitter, Instagram, and Facebook. Agorapulse, HootSuite, and Sprout Social come to mind. You can schedule tweets and have them automatically published at the best times for maximum reach.
5) Create Meaningful Interactions With Your Followers
Countless sports fans, bettors, and online casino players avidly research and interact in real-time on Twitter – highlighting the social media platform’s importance as a tool to attract customers and retain them.
Twitter is, after all, built on creating a direct communication channel with your audiences, making quality, value-adding interactions with people who engage with your brand individually on the platform AND creating authentic content that attracts engagement of paramount importance to your success. Not the canned, overly-sanitized responses whose insincerity real people can see through.
Light-hearted, humorous, and concise content is what makes Twitter fun and entertaining for people. That’s why they use the platform. Overly cerebral or unnecessarily mysterious content will fly over most people’s heads.
That said, if someone gives your brand a mention, or responds to your tweet, it can only help to have someone ready to respond in a timely fashion and make your brand more human. In doing so, you let your audiences know that their concerns are being addressed and that someone is out there listening to what they are saying.
For instance, iGaming brands like William Hill and Ladbrokes respond religiously to user requests for odds on their own accumulator bets, making Twitter a powerful tool for both outward and inward marketing.
Moreover, most iGaming brands on Twitter were found to have used positive language that played on emotions of trust, anticipation, the thrill of victory, and the agony of defeat.
6) Set Realistic and Quantifiable iGaming Twitter Marketing Goals
Only 33% of social media marketers can tie their efforts to a tangible ROI. That’s why it’s important to set realistic and quantifiable marketing goals to prove the value of your social media campaigns – and that’s where leveraging social media analytics comes in.
First, you’ll want to identify which particular social media metrics align with your iGaming business’ goals. That doesn’t mean you should just use every metric there is – it’s all about determining which ones have tangible impact. From there, identify how those metrics translate into results.
For instance, if you want to boost your brand’s identity and awareness, focus on audience growth-related metrics.
If you want to boost brand loyalty and dedication, check your engagement rates and social sentiment, respectively.
From there, see what you can tweak about your existing iGaming marketing strategy. For instance, you might want to run contests using hashtags, with the winner getting betting credits as a reward.
You might want to run campaigns focused on boosting inward marketing indicators, such as responding to tweets asking for advice about parlays or info on more exotic bets.
Leverage social media analytics to set clear, realistic benchmarks and use social media management platforms to see if you’re hitting milestones as planned.
7) Make Twitter a priority in your overall iGaming social media marketing strategy
A well-formulated social media content marketing strategy helps you determine what you want to achieve using your Twitter profiles and helps you maximize your presence on the social media platform.
Large iGaming brands may find themselves overseeing teams handling each platform, but the key is to be consistent across all your social media, not just Twitter.
Certain social media management platforms, as we have mentioned earlier, can help you stay on top of your social media marketing strategy, be consistent across platforms, and create standards that help everyone responsible for each platform stay on track.
Twitter is no longer optional for iGaming brands
Twitter is no longer just another ancillary marketing vertical for iGaming operators to explore. It’s no longer just a “nice-to-have” – it’s a must in this day and age.
iGaming brands that want to stay relevant to changing consumer tastes and constantly evolving technologies must constantly put in the effort to optimize their social media strategy and align it with their overall marketing plan.
Header Image Source: Photo by Edgar Moran on Unsplash
How did you like Sebastian Scheplitz’s blog post “7 Techniques to Harness the Power of Twitter for iGaming”? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂