3 Tips for Capturing your Audience: An Exclusive Q&A with Joel Lunenfeld, VP of Global Brand Strategy at Twitter

by Jenna Sindle

Capturing the target audience is number one on the modern marketer’s agenda, but it can be a very difficult task in today’s digital marketing world. Here, Joel Lunenfeld of Twitter shares his tips for securing your audience’s attention quickly, creatively, and effectively:

 
Tell us a little about your role at Twitter.

 
I work with the top brands and agencies in the world to tell incredible stories on Twitter and transform all aspects of their business and relationship with their customers.

 
When it comes to digital marketing, what are your top 3 tips for capturing an audience quickly, creatively, and effectively?

 
1) Become a #Live storyteller – listen to your customers and incorporate their narrative into yours.

 
2) Recency and relevance beats production value.

 
3) Turn the camera around and give the world a point of view they haven’t seen before.

 
Social posts that include visuals receive 94% more engagement than posts that do not. Why do you think a visual story is so impactful?

 
Pictures and videos, especially those as captured on Twitter and Vine offer a window into another world. While a tweet can be the headline to a story, sometimes the visual leaves room for a user’s interpretation.

 
As far as Twitter’s global brand, what is the first thing you want people to think when they hear the word “Twitter”?

 
Twitter is the best way to keep up with their world.

 
What are you most looking forward to at this year’s Future of Marketing Summit?

 
I’m especially excited to hear and learn more about data-driven storytelling. The success of gaming companies like Zynga and Supercell is largely due to the speed and analysis of what their customers are reacting to. I think there’s a huge opportunity to apply that model to all storytelling.