Twitter polls were a welcome addition to the platform when they became widely available a couple of months ago in a very basic form. I’ve dabbled a few times with some questions with really mixed reaction, so while early days, I see a lot of room for improvement in the product.
While they’ve added the ability to have up to four options, there are still five features they need to add for it to be a truly useful as a survey tool on the platform.
Currently the only time option for running Twitter polls using the native function is 24 hours (noting some people have custom card implementations that work differently), which is too long. If your target audience has a small number of infrequent tweeters they follow then you may hold people’s interest and increase votes, but consider how many other people your followers are connected with, and understand how much other content is competing for air time with your poll.
It also allows you to be more reactive to live events and maintain relevance.
Ability To Retweet
Asuming we are stuck with the 24 hour timeframe, the ability to tweet the same poll again would be useful. Given the tweet with your poll slips further and further down feeds during that day long period, the visibility decreases.
By being able to push it into your feed again (either manually or automatically) would ensure visibility and increase responses.
The broad nature of Twitter means that your audience will be made up of many different. Good polling is generally targeted in nature, taking a pulse amongst a group of people with similar interests.
The ability to set a target audience, outside of Twitter ads for promotion of the poll, would help increase interaction and respondents.
Currently the only numbers supporting your poll are the votes, and if you dip into analytics, the number of people who saw the poll. From this you can measure a response rate, but that’s it.
Ideally you want to be able to dig deeper in to understand the people who responded – where are they, who are they, are they your target audience, and what can you then draw from that data as far as insights go?
Image and Video Support
The stats on the performance of visuals and video on Twitter show that there is a clear increase in engagement with tweets that contain them over those that don’t. By adding images to polls, they become a quick reference for the options presented.
Video would also present an interesting angle, allowing people to consume a piece of content and then feedback on it through a poll.
All five of these things tie together quite nicely as ways of increasing and measuring end-to-end engagement, and if they were implemented polls would become a truly engaging piece of the platform.
What about you? Any other features you’d like to see from polls?