Twitter’s Impact on Your Marketing

Twitter marketing

Twitter desktop users receive a surprise last month as the platform rolled out design updates. Major points include:

  • Two-column layout instead of three
  • Left-hand sidebar navigation
  • Expanded, in-box like Direct Messages
  • Support for popular dark modes
  • More themes and color options

Many tech and social sites have outlined all the new features, so we won’t rehash all the data. The redesign affects our experience with the site and our customer’s experience with the site but it doesn’t affect our message or how we share it.

When we mention Twitter to other business owners, we hear a lot of “I don’t understand how to use Twitter.” For most small and mid-sized businesses, it’s not at the top of the list for good reason. Facebook and Instagram sport larger audiences and we understand the idea of following, sharing images, and telling stories.

Who’s Using Twitter

Twitter supports fewer users than some other platforms and it’s rarely listed as the most visited social site. So why use Twitter at all? Demographics show the service hosts almost as many men as women (a slight difference from other social sites) and it’s largest age group is 24-30-year-olds. 

Who Users Follow

Celebrities are the most-followed accounts on Twitter. Their posts are often more conversational and less produced than on some other social channels. In fact, Twitter has been called a distant cousin to text messaging. Large brands like YouTube, Twitter, and Instagram have the largest non-celebrity following.

How Do Users Interact

Top content on Twitter is news articles. Large networks use Twitter to disseminate breaking news and organizations use it for updates during times of crisis. Twitter usage soared during the 2016 election. With another election year upon us, we expect to see usage increase again in the coming months.

Customer support runs a close second to news articles in the Twitter popularity contest. Large corporations often have specific Twitter accounts set up to manage and respond to customer service requests. 

Finally, hashtags help users find, follow, and respond to information about specific subjects. 

Twitter Users and You

Sure you can share the same content on Twitter that you’re sharing on Facebook and Instagram. To get more from Twitter, however, we suggest tweaking that content a bit. Because users are looking for news they are more likely to click on links, so share your blog posts or website updates. Twitter feeds move faster than Facebook or Instagram. Posting multiple times a day isn’t as taboo here as it is on some other social sites. 

If you’re attending a tradeshow schedule informative posts during times attendees may be checking in on social media or walking through the tradeshow floor. Use the conference hashtag to help attendees find your information faster. 

Finally, use the site to support your customers after the sale.

If you’re not struggling to use Twitter, but know it needs to be part of your overall digital marketing plan, we can help. Schedule a free 30-minute consultation with our digital marketing account manager today.

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