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THE DEATH OF TWITTER
Is Twitter actually dying? The simple answer is not yet, but it is aging! While Twitter might not boast as many monthly users as Facebook or Instagram, and may not be the solution for some brands as it once was, there is no reason to dismiss it as part of your social media inventory– depending on who you are trying to reach.
Twitter is alive and well with more than 330 million monthly users and 500 million tweets per day! In fact, the platform actually comes in at third place, behind Facebook and Pinterest, when looking at referral traffic from social media, so if you think this is the end of Twitter- think again.
The “secret sauce” Twitter serves up is the immediate responses from major brands to consumers. Avid Twitter users know that if they tweet their favorite brand, they can expect a response within minutes. Yes, minutes. This is especially important for big brands who have their reputation on the line for thousands, or even millions to see. Airlines are exceptionally good at doing this. They utilize Twitter not only as a way to get the word out about their brand, promotions, updates and company culture, but they also use it as a customer service tool.
Another one of Twitter’s strong points is user commitment, especially from millennials. A majority of Twitter users fall into this group. And by majority, we mean more than half (61 percent at the time of this writing). This generation grew up abbreviating words and using acronyms to text or communicate rapidly with others via social media, so it’s no surprise that much of their time spent online goes to Twitter. If millennials are your target audience, Twitter is a perfect tool for engaging them. Just remember, millennials are no longer the youngest (or hippest) consumer group.
So why the swan-song for Twitter if it is so great? Frankly, the platform’s lack of innovation, especially in comparison to the ever-changing competition such as Instagram, Snapchat and Facebook. The biggest and probably most impactful change we’ve seen from Twitter is the extension of their word limit. Don’t get us wrong, it was a much-needed update, but it wasn’t quite enough to compete with platforms that utilize live video, 24-hour stories and fun filters to keep users drawn in.
Another downside that irritates users, especially businesses, is the abundance of ‘bot’ accounts out there. When fake profiles spam your account with irrelevant tweets and followers, it becomes hard to gauge if you are connecting with the right audience, which is crucial for businesses looking to turn followers into potential customers.