Twitter Isn’t Dying, It’s Evolving For The Future Of Social Media Marketing
The social media marketing world is plagued by predictions for the next big thing, as well as the next downfall of a reigning online powerhouse. Almost every day it seems there’s an article about how “Twitter is dying”. According to this article Twitter has been dying since 2009. (That’s a long, drawn out death!) Twitter isn’t the only social platform predicted to go under.
In 2014 Princeton researchers predicted that Facebook would lose 80% of its users by 2017. Unless something unprecedented happens, it’s unlikely that this prediction will come true this year. A 2016 study from the Pew Research Center showed that Facebook continues to be the most popular social network on the internet.
The graph above doesn’t paint Twitter in the most successful light – it’s now the 5th most popular social media platform behind Facebook, Instagram, Pinterest and LinkedIn. So we did some research to find out if Twitter actually is a dying social network.
The Facts: Is Twitter Dying?
The Bad News
Financially speaking the company isn’t doing too well. Yesterday they posted their slowest revenue growth since their IPO in 2013. What this means is Twitter is struggling to monetize the social network – an issue all social media marketing platforms including Snap, Instagram and Pinterest had to face in recent years.
Can they overcome their financial downturn? Yes.
The Good News
In the past year Twitter has done more to improve the experience of its users, and lay the groundwork for future profitability, than they have since they started.
- Feb 2016 – They launched an algorithmic timeline to help users engage with relevant content they want to see.
- Sep 2016 – Twitter no longer counts media attachments, and quoted tweets in the character limit.
- Nov 2016 – Twitter adds reply counts alongside retweet and like metrics on each tweet so that marketers can better measure the popularity of their content.
- Dec 2016 – Twitter fully integrates its Periscope acquisition into their app allowing its users to record and broadcast live video right from Twitter.
- Feb 2017 – Twitter introduces improvement to reporting abusive Tweets in an attempt to curb harassment on their platform.
Each of these additions and changes have looked to the future of social media marketing and found ways to support the growing trend for real-time video, advertising and customer support.
Twitter And Its Influencer Marketing Benefits
While Twitter CEO Jack Dorsey works on advertising earnings in 2017, brands and agencies from all over the world continue to benefit from the social network’s offerings.
Influencer marketing campaigns, for example, play a large role on Twitter for brands, and influencers alike. Bloggers use Twitter to share content with their large, highly engaged audience. Acorn Influence recruits these influencers to share sponsored content for brand campaigns. Using beautiful photos and carefully crafted words, they attract customers to engage with a brand and ultimately purchase products.
“Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.” – Twitter
In a recent study conducted by Twitter, it was revealed that influencers rival friends in building consumer trust, which is having a direct impact on sales.
Twitter’s Post-Campaign Benefits
Twitter, along with its GNIP data distribution, is one of the only ways businesses are able to capture true insights from social data including customer profiling with demographics, brand affinities, and campaign insights. With this data, brands can understand how best to engage with their ideal customer.
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.