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Twitter’s User Decrease Could Benefit Your Business
Throughout the past few months, Twitter has stepped up its game suspending fake or suspicious accounts. It has reported deleting more than a million bots or abusive users from its platform. As a result, a recent report shows a big drop in Twitter’s monthly user statistics, which you may have noticed from your business account’s insight reports.
Although having more followers is usually the goal, this decrease could instead benefit engagement among your audience. It doesn’t take a marketing expert to explain that reaching customers who are more likely to interact is better than a larger reach cluttered with fake accounts. As Twitter is struggling for more active users, its latest earnings report showed the platform’s light on the horizon.
Since last year, Twitter has seen a 30 percent increase in sales. The majority of its earnings came from ad sales businesses with video ads making up more than half of its advertising gain. This confirms a continued push for video content on Twitter, especially the Video Website Card. This ad format pairs an autoplay video with a website link. The video remains playing while a customized website page loads beneath it. Scrolling down will pause the video and scrolling back to the top will resume the video. It is designed to capture customers’ attention and then immediately capitalize on it.
Whether it is from big brands or smaller, local businesses, prepare to see a rise in video advertising on your timeline. Twitter says that the Video Website Card is becoming the format of choice when an advertiser launches a campaign. It is not a coincidence this feature increased in popularity and effectiveness since the rapid deletion of spam accounts.
“We have a more engaged audience, and we are delivering a better return on investment for advertisers,” Twitter Chief Financial Officer Ned Segal said. “We are now seeing the fruits of our labor and going into the fourth quarter we have the wind in our backs.”
So, what does this mean for your business’ Twitter presence? It’s time to interact. As always, it is important to evaluate your audience and tailor your message toward their proven methods of consumption. Even though video is seeing positive results, it does not apply to every brand. If it performs well among your audience, great! If not, Twitter is constantly implementing interactive features to its platform.
“We're also continuing to introduce improvements that make it easier for people to follow events, topics and interests on Twitter, like adding support for U.S. TV shows in our new event infrastructure,” Twitter CEO Jack Dorsey said. “This quarter’s strong results prove we can prioritize the long-term health of Twitter while growing the number of people who participate in public conversation.”
As Twitter moves its platform toward meaningful discussion, interaction and community, it is further blurring the line between brand and consumer. If the wiping out of Twitter bots has affected your business’ following, know that it could lead to a positive change from inactive users to loyal users. Whatever interactive content is right for your audience, be sure to take advantage of the newfound possibilities with more accurate analytics and an engaged audience.