Twitter. The famous blue bird website that started in 2006 as a microblogging site is now one of the best media platforms to connect professionally, joke personally, and voice your opinions publicly!
This site promoted opinionated users to give their thoughts a voice. From being a small company to a social media platform, almost a good proportion of the globe thrives on Twitter.
But why use Twitter? Well, this is a redundant question if you’re a digital marketer. And if you have been on the application, know where the hashtags and hot trends come from.
Yup, that’s right — Twitter.
Twitter in the last decade and a half, has evolved from a microblogging site to an arena of possibilities, support, voicing opinions, creating trends, marketing, hiring, and firing too!
Twitter is globally famous and exploited by Marketers to showcase brands and movements with funky hashtags. Some of which, when lucky enough, used to become global sensations and bring in massive sales. Those were good times.
But the question of the season is if Twitter was (ab)used by marketers and now it’s been taken over by The Musk, how is it going to affect the marketing industry?
Because we’re all aware of the fact that this genius is capable of firing people from their jobs through a tweet. Let us pack our bags and be ready for a run if Twitter becomes dysfunctional.
How Twitter helps in Marketing.
We know there are 10+ more means and methods a marketer could leverage Twitter into marketing their brand.
Some methods are as simple as observing consumer behavior and interacting with consumers. Don’t underestimate the power of a user base on a social platform.
They are the ones with the utmost power to change the way things work.
Don’t forget to check up on competitor activities and stay ahead of the game! But this also requires you to constantly be consistent with your marketing campaigns and outreach.
You must remember to showcase and show off your unique brand voice and sell the idea rather than the product/service.
Of course, one need not mention having a personalized touch or cultural community-based advertising. Movements such as #HeForShe, #BlackLivesMatter, and #MeToo had impacted how people perceived the world and talk about their vulnerabilities.
Twitter is also an amazing medium to serve customers directly rather than having usually slow customer service.
There are many Twitter accounts dedicated to customer service on the platform which helps customers to reach out to the helpline on the application and then call.
Consequently, it’s easy for marketers to advertise on a platform with at least 300 million active users present at all times.
Moreover, almost 80% of Twitter traffic comes from the USA. Making the USA the #1 in Daily Average Users (DAUs) and Japan and India tailing behind. It’s a genius move if the marketer knows to use the platform right!
It’s also impossible to not notice that every year since 2006 has only seen exponential growth in Users and Active Users. Everything that’s trending is happening on Twitter!
The Changes In Twitter
In the current scenario, Musk promises a lot of changes, some may be implemented either temporarily or will stay forever.
Elon advocates free speech on the platform while reinforcing strict laws on the platform. As an attempt to reform Twitter into a better, safer, more authentic space for people to connect, collaborate, and share ideas.
The major changes are pretty evident – Massive Layoffs, $8 for the Blue Verification Tick, Content Moderation committee, and a Vine reboot. And these are just a few changes that we see.
Blue Twitter is not just for the privileged but for those who want more than just a regular Twitter to showcase their brand/ voice.
The Content Moderation team is working on maintaining quality, safety, and transparency while ensuring an authentic experience.
Sure there are a lot of changes happening on the birdy app, and some changes might be bad, while some might be good, and some may be extraordinary… Well, we have to wait and watch what Musk does next.
However, despite the changes what does it mean for Marketers who promote their services or products on the platform?
How is Elon stirring things for the Hawkers?
How Changes In Twitter Affect Marketing
Advertising on Twitter is going to be different than usual.
That said, many companies began keeping their distance since the takeover. The bluebird app has seen a downfall in revenue generated solely from marketing and advertising.
Although Musk confirmed that he hates advertising in 2019, it doesn’t mean he is closing doors on all advertisers.
Having realized the power of social media and the potential Twitter holds within, he testifies his actions and intentions are towards a better Twitter. For Marketers too.
On the 27th of October, he took to a message to Twitter for all advertisers, which conveys,
“In the relentless pursuit of clicks, much of traditional media has fueled and catered to those polarized extremes, as they believe that is what brings in the money, but, in doing so, the opportunity for dialogue is lost.”
As Twitter gets filled with bot and spam accounts, it also disrupts the metrics one needs to analyze while looking for sales generated – without bias.
Elon further says, “I also very much believe that advertising, when done right, can delight, entertain and inform you… It is essential to show Twitter users advertising that is as relevant as possible to their needs. Low relevancy ads are spam, but high relevant ads are content!”
He concludes his message to advertisers with a note, addressing how he wants Twitter to be “…the most respected advertising platform in the world that strengthens your brand and grows your enterprise.”
In Summation? Twitter gets utilized not just for tweeting trendy topics but for marketing like never before, and the viability of advertisements is by large interactive, personalized, fun, and effective.
Twitter brought in the fad of Saying a lot by saying less. Marketers leveraged this idea to sell themselves and the brand they represent.
However, with the takeover of the bluebird app by Tesla’s owner, marketers have taken a step back and have suspended Twitter as a mode of advertising and showcasing products or services.
Realizing the impact of Marketing on Twitter for brands and Twitter’s revenue, Elon issued a statement that convinces market hawkers not to fret, for he plans to make it a respected advertising platform.