Tag Archives: Twitter

How HelloFresh Keeps Its Twitter Feed Engaging and Playful

What does it take to keep your social media content fresh, engaging and on brand? Recipe-kit delivery service HelloFresh finds that a playful tone, a sense of immediacy and a close eye on what people are talking about online keeps it top of mind with its audience.

We spoke with Clementine Berlioz, senior social media manager at @HelloFresh, to learn more about their Twitter strategy.

What role does Twitter play in your social strategy?

Twitter is one of our main channels. We post throughout the day to catch our audience at the right times. Twitter offers a unique sense of immediacy by allowing HelloFresh to build direct connections with our customers. We love rewarding customers for cooking our recipes in real time. We often use Twitter to experiment with new formats. When something works, we adapt it to other channels.

HelloFresh has a really strong brand voice. How would you describe it?

Our voice is friendly, approachable and encouraging. Our goal is to reinvigorate home cooking by showing delicious recipes can be quick and easy to make. We love Retweeting customers’ pictures with empowering shout-outs. Working in the food space demands creativity. This is why we can also be witty and playful, especially while using emojis and GIFs.

How does that carry over into your visual brand identity?

In order to make our audience hungry for our recipes, we use bright and colorful photography and videos. We always keep in mind that the food can’t look intimidating. This is why you will always be able to identify familiar ingredients in any recipe we share.

Can you share a few examples of Tweets that capture the HelloFresh brand?

This Tweet provides our audience with a practical, easy solution to fix a common problem.


We love appropriating Twitter trends and being playful with emojis and GIFs.

We use Twitter Polls to learn about topics that interest our audience. That helps us make informed decisions for future content creation.

Injecting or revealing humor always works better for engagement.

Rewarding the community for cooking with us and being loyal customers is very important. We have an ongoing weekly contest #HelloFreshPics to encourage customers to share pictures of their meals, and we are happy to Retweet the best ones.

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Twitter’s Prager: Video Gives Advertisers Premium Safety

Twitter says it wants to help down-play shady user-generated content (UGC) in the advertising offerings it serves up to big agencies.

in this video interview with Beet.TV, Twitter agency development director Stephanie Prayer says the network is trying to soothe brands’ concerns over the safety of environments in which ordinary folk publish their own content.

“Twitter can solve a lot of their brand safety concerns,” she says. “We have really stringent abuse policies. Coupled with the machine learning that we’re starting to use, any not-safe content on the platform is removed instantly.

“We’re doubling-down on video because it brings us the ability to bring in a depth of content that’s premium and publisher-based. We can weed out the UGC and make this an environment that’s safe for advertisers, to alleviate a lot of concerns.”

Twitter has been less impacted than YouTube by this year’s consternation over the appearance of brand advertisers’ messages against questionable content.

But the social service is also on its own mission to gobble higher video ad CPMs by launching a range of video services and partnerships live.

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Why the Digital Brand-Safety Panic Won’t Help TV in the End

Many of the digital ads served on dominant social platforms like Facebook are adjacent to original or shared news content. But that’s the opposite of TV, where safer scripted shows and live sports dominate ad spending. News, financially, is a blip.

Now a big pivot is under way. Just as the big TV networks’ annual upfront pitches to advertisers get underway, the major digital platforms are gunning for entertainment. Their goal, in part, is to create a much safer environment for brands where adjacency isn’t an unfortunate bug, but rather a feature. Like TV. It eliminates the odds of being next to extremist, critical or polarizing content, not to mention so-called fake news.
It will also increasingly undermine TV’s ability to differentiate itself by saying its shows are the only brightly lit entertainment options out there.

Facebook, Snapchat, Twitter and YouTube are now somewhat quietly engaged in a footrace to create the best feed for free, high-quality entertainment video content. Some of it live. Some of it scripted. Much of it ad supported.

Facebook, for example, in February hired MTV executive vice president Mina Lefevre to build out the social network’s original programming.

Snapchat, which has long been building out its Discover platform for professional publishers, in March signed a deal with Mark Burnett’s production company to create original shows for Discover.
YouTube just told ad buyers that it is creating six original series with brand-friendly stars like Kevin Hart and Katy Perry, not to mention even more for its paid service YouTube Red.

And Twitter at its first-ever NewFront rolled out 16 streaming video partnerships — many of them focused on lifestyle, sports and entertainment. (Though news is still there.)

This pivot to showbiz is not just a play to capture higher video ad rates. It’s meant to loosen the flow of advertising out of TV overall and into digital platforms.

This is happening but not fast enough. In 2016, according to Zenith, linear TV still accounted for 42% of ad spend. Further, Magna said that TV still remains quite strong in luxury.

Brand-safe entertainment content can speed the flow of these dollars. What’s more, it can create a more attractive free alternative to paid video subscription services like Netflix and and HBO Now that are popular, in part, because there are no ads.

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Twitter In Unprecedented Recovery, Says Analyst Greenfield

It’s not often a company sees its share price rise despite reporting a fall in revenue. But that’s what happened to Twitter last week.

On Wednesday, the social network company reported Q1 2017 revenue down 24% on the prior year – and yet, Twitter’s share price is up nearly 20% at time of writing. So, what’s behind the contrasting trends? For one, Twitter’s net loss improved after cutting costs.

But BTIG media and technology analyst Rich Greenfield puts Twitter’s improved Wall Street performance down to a simple algorithm change the company made more than a year ago – to stuff users’ timelines with less-new but nonetheless interesting tweets; to undo its traditional reverse-chronological timeline.

“That change has enabled users to find more value in the service,” Greenfield tells Beet.TV in this video interview. “It’s no longer just what happened a minute ago – it’s ‘what how you not seen since you used the service last that you should see?’

“That small change has been monumental in terms of re-accelerating user growth, because now Twitter becomes a lot more useful. You’re not just going on and being baffled about what to look at or why your’e seeing these recent tweets; you’re seeing things that are of interest to you, the consumer. And so, usage is going up.”

Specifically, Twitter’s Q1 2017 monthly-active-user (MAU) count of 328 million was 6% higher than the prior year’s quarter – not a stellar jump but positive momentum for a company that has struggled to show forward traction since bowing on Wall Street in 2013. Bear in mind that Twitter’s share price is still some 58% below its IPO price, even after this week’s gains.

Twitter’s MAU dipped slightly in Q4 2015, after which it made the algorithm change in February 2016. Since then, MAU has continued growing. But the real needle the change has moved is domestic MAU, which had flatlined before the tweak.

“There aren’t many media companies that have started their descent, in terms of usage, and reversed (it),” Greenfield says. “Twitter is in the middle of a recovery that has never been seen before in digital, online media. It presents a significant opportunity on the stock side… usage is growing double-digits. As eyeballs follow … advertisers ultimately will follow.”

All the same, Twitter’s Q1 2017 advertising revenue was 11% down from the prior year.

From a glass-half-full investor’s perspective, the company’s headroom seems clear, and its advertising outlook may improve as TV and video deals flow in.

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