Facebook, Instagram, and YouTube are the most frequently used social networks in Bulgaria. Twitter, unfortunately, is lagging behind in popularity, but it should not be underestimated when it comes to Twitter marketing for businesses.
According to the Global State of Digital report from 2020, which reflects digital trends from the previous year, more than 320 million people worldwide use Twitter. Politicians, athletes, actors, and celebrities rely on the platform as a powerful tool for communication and audience engagement.
Data from a 2019 survey in Bulgaria shows that Twitter users are predominantly male (65.1%). The average age is between 31 and 45 years, with the youngest (under 18) and older adults (over 60) making up only 3%. The largest percentage of Bulgarian users live in Sofia (66.7%) or other large cities (19%). It’s also interesting to note that, statistically, users in Bulgaria tend to have above-average incomes, are homeowners, and speak English.
Twitter remains one of the fastest channels for communication, enabling businesses to identify and engage directly with their audience. Despite the character limit, Twitter marketing allows brands to establish themselves as authorities in their industry and capture significant attention.
Decide what you want
Before you launch your business Twitter profile, think carefully about what you want to achieve. Will you use the platform for sales, branding, engaging with existing customers, or attracting new ones? You must also ask yourself if you’ll have the time and resources to respond to customer questions and complaints on Twitter. Remember, everything that happens on Twitter is very public. If someone complains about your business, negative information can spread quickly, and handling it requires an immediate response as part of your social media strategy.
By defining your goals, you’ll have greater clarity on when and what to publish. Create your profile using the shortest possible version of your company name. Twitter’s character limits mean that long names can eat into your followers’ character space when they tag you in tweets.
Look for followers
Building followers can be one of the most challenging tasks when creating a business Twitter profile. Interestingly, the Bulgarian Twitter community often sees itself as more elitist than the communities on TikTok, Facebook, or even YouTube. In this somewhat “closed” circle, users are “accepted” only after proving their unique voice.
To start, identify accounts with the most followers and follow them. You could also write them a personal message, briefly introducing your business and expressing your hope that they’ll follow you back.
Finally, seek out some lighter, entertaining international profiles in your field from which you can retweet engaging content.
Keep a good tone
As much as you may want to post only your own content, it’s wise to occasionally diversify your feed by retweeting interesting posts from others. Some marketing experts suggest starting with the 80/20 rule: 80% of your online activity should involve liking posts, responding to followers, and retweeting, while only 20% should be your own original content. Only after you’ve gathered a critical mass of followers can you begin sharing promotional content, offers, and links to your online store.
Use hashtags wisely. Consider your brand, your industry, and the people who would be interested in your products or services. Keep an eye on the “Trending” section on the right side of your Twitter homepage. If any trending hashtags relate to your business, you can effectively join the conversation and expand your reach.
Remember, to build a solid network on Twitter, you’ll need to craft your tweets in a highly focused way, targeting those who are likely to be interested in what you have to say.
Be careful about the tone you use in your posts.
Should your tone be witty, serious, or playful? For example, if you’re a financial institution, it might not be appropriate to use a playful or humorous voice with your audience. Your phrasing should reflect your business, as inconsistency can damage your business reputation.
If your business Twitter profile is managed by more than one person, establish clear guidelines for how to communicate with your followers.
Remember that Twitter moves quickly. The brilliant tweet you posted an hour ago with a link to your amazing blog post could easily disappear in the fast-paced feed. That’s why it’s crucial to stay active and interact with your followers regularly. Don’t rely on posting once a week and hope someone will see it. Communication on Twitter is much more personal and immediate.
Last but not least — use images.
As on any platform, images are worth a thousand words on Twitter. Show your followers what goes on behind the scenes in your business, or showcase your new products—not just on the store shelf, but while you’re packaging them, or share a glimpse of your day at the office. This approach builds a closer, emotional connection with your audience, which is a cornerstone of effective Twitter marketing.
Choose your time
Studies show that the best times to post on Twitter are Wednesday and Friday at 9 a.m. Saturdays generally yield the lowest views and engagement. Overall, Twitter is a “morning” platform, often referred to by users as the “morning newspaper.” As a rule, avoid sharing tweets after 8 p.m.
The good examples
One of the strongest business Twitter profiles in Bulgaria belongs to the mobile operator A1. The company has gathered a large following to whom it delivers carefully crafted and precise content. One of the biggest advantages of A1’s Twitter presence is the quick response from their social media team when users reach out. This responsiveness gives people the impression that A1’s experts are working personally for them.
Dangerously far away
Unfortunately, government institutions underestimate the value of connecting with citizens through Twitter. Although the president, prime minister, and mayor of Sofia have accounts, they don’t fully leverage the platform’s potential and remain dangerously disconnected from the people who follow them.
In the middle of the year, Chief Prosecutor Ivan Geshev also created a Twitter account. Initially, he was met with skepticism by regular users, but he gradually managed to attract attention and began communicating with people on a completely new level.