This week I ditched my previous posting tool (SmarterQueue) and have gone back in on Hypefury.
I thought it would be useful to know the little detour I took, as it will enlighten much bigger decisions than a Twitter app.
Let's start there though.
There are a bunch of Tweet scheduling tools out there and they all fix the same problem.
If you tweet all the ideas you have in one go, they bury each other. The “lifespan” of a tweet is minutes, if it doesn't get traction very quickly it dies.
Posting at different times of the day gives your tweets more chances to live.
Twitter knows this and their own tool – Tweetdeck – has a scheduling option built in.
The next step on is being able to repeat those Tweets, by re-tweeting them at regular intervals. This gives the exact same tweet an audience at different times of day, and helps it to build up the likes and engagement that give it a chance of spreading like wildfire.
There was one problem though – promotional tweets.
A big reason for my Twitter account is to grow my email list, and run sales on some of the marketing training courses that I have on Gumroad, Udemy and via my agency site at The Conversion Co.
I didn't want these getting mixed up with my regular “evergreen” content and started to look for a better way forward.
Enter SmarterQueue (hold fire on this until we get to the end).
Smarterqueue lets you put your tweets in different categories, splitting them over their own schedules, so that your incisive insights on personal growth and the purpose of life aren't swamped by your commentary on how useless Manchester United are going to be after lockdown ends.
I used the content framework that @jackbutcher teaches in his Vizualize Value community, creating catgories for their “4A's” content types, plus promotional slots and some random personal nonsense, and it all seemed to do what I wanted.
So much for the theory though.
Here's a few lessons I found out along the way:
- Certain types of tweet will get a lot more attention.
The unthinkingly tactical and the meaningless aspirational tweets get significantly more traction than anything else.
- Promotional tweets are almost never evergreen.
Tweets for list-building, maybe, but sales campaigns come in short blasts (Hypefury's new Gumroad sales feature is definitely something I'll be giving a go.)
- Tools are best when they're built for a specific audience.
Samy has done a great job of engaging with personal brand accounts and building the features they need, while others can't let go of the idea that they need to cater for “enterprise” teams, who mostly create terrible Twitter content.
- Managing different types of tweet can become robotic.
I've now started drafting my tweets and leaving them to stew for a day before publishing. I publish what I think is good, but ultimately the market decides what ends up in my evergreen queue.
- Most importantly though, relationships matter.
I came back because I have more faith in where Samy is headed than I do in other tools.
Samy wasn't stressed when I told him I wasn't using his tool after the beta phase.
He knew his audience and wasn't going to bend the product just for me. He's kept in touch and even got on a call to ask about new features, knowing I was already using them elsewhere. I was doing things in practice, not theory.
Too many people undervalue the people behind the tools that use.
Silicon Valley with its relentless focus on systems and scale makes us believe that they are subservient to the company. But that's not true.
That's why Apple's design ethos has gone to shit since Steve Jobs died.
It's why Facebook is an inhumane robot of a business.
Ultimately when you make a bet on a tool for your business being around for the next 5 years, you make a bet on it's leadership team having a vision which is where you're headed also.
I made a call that the Hypefury team will have my back for longer than any other tool on Twitter, and decided to back that decision with cash.
Think about that next time you're trawling the feature lists and price-shopping for your next shiny thing.
Who are the people behind it?
I built an email list worth $10million.
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