Twitter has come out with more examples of good copy versus bad copy when it comes to writing tweets. This time, these examples are focused on publishing polls.

Joe Wadlington, Twitter’s Global Creative Lead, hosts what is a monthly video series that contains a lot of Twitter tips.

The following is his advice on Twitter polls:

Polls: Both Engaging and Useful

Polls on Twitter can be a great source of market research data, as long as they are utilized startegically.

Regarding writing copy for polls, marketers have to find a balance between being engaging while also gathering useful information.

Good copywriting comes into play when you craft both the body of the tweet and the poll options.

In one example, it is easy to make the mistake of writing engaging copy that doesn’t really produce any data that’s useful. In this case, it won’t matter how many people engage with the poll if you can’t utilize the data for your company in the long run.

Twitter Poll: Bad Copy

The following example shows what is meant as bad copy:

“We’re completely out of ideas! Tell us what to put on our blog next.”

  • Blog posts
  • Videos
  • How-tos
  • Cat videos

There are quite a few things wrong with this copy. The very first part of the copy starts with a negative.

Secondly, it demands the audience responds, and then it leads them toward a series of skewed answers.

The first two points, blog posts and videos are content formats, where as how-twos is something that could be both blog or video content.

Cat videos can be engaging and fun, but probably won’t get you anywhere.

Of course people will probably choose cat videos, but that data won’t amount to much.

Twitter Poll: Good Copy

The following is an example of good copy:

“We want to hear from you! What type of content do you want to see on our blog?“

  • Product how-tos
  • Twitter trends
  • Marketing best practices

The poll starts of by soliciting feedback from the audience in a positive way. It shows that you care about what your audience has to say. The poll leads users towards choosing from a selection of topics instead of a mixture of topics and formats.

With the data that would come of this type of copy, it would provide the business with information it can use to improve its blog

See the full Good Copy, Bad Copy video below.


Twitter is where you go to ask your audience what they want, and polls are a great way to do this. But this is bad copy.

“We’re completely out of ideas! Tell us what to put on our blog next.”

And then each of the answers included in this poll are a little skewed.

Blog posts and videos are a format, whereas how-tos are a topic. And cat videos – well that’s a funny joke answer but everyone’s going to vote cat videos and you won’t learn anything from this poll. This is bad copy.

The good copy version: “We want to hear from you! What type of content do you want to see on our blog?”

Asking questions always stimulates engagement, and each of these answers are something that the poll results can tell you and that you’ll learn from.

Product how-tos, Twitter trends, marketing best practices – this is going to help your team along the way.

It’s good copy.

SourceMatt Southern