Is Twitter worth marketing your brand on?
There is no doubt that Twitter is a giant in the world of social media. Founded in 2006, the company has remained in the top 10 social media platforms since its inception.
In addition to offering creative opportunities, the platform is a great place for brands to post in a less-than-businesslike manner. But is Twitter worth being considered as a marketing tool? Here's a deeper look!
Firstly, what is Twitter, and where does it stand in the world of social media?
The Twitter platform is primarily used for posting short messages, so-called "Tweets," with a maximum length of 280 characters. Users can view tweets in a feed format on the platform. To date, the platform has a staggering 237 million active monthly users.
So, should your social media team market your business on Twitter? It depends.
Twitter’s algorithm is very complex and operates quite differently when compared to its social media competitors. As Twitter's algorithm is followers-based, most of the content is only displayed to one’s followers. Therefore, Twitter’s viral potential isn’t as great when compared to TikTok or Instagram.
However, Twitter does offer the opportunity to build a community around your brand. There are a number of companies that are succeeding in building communities on Twitter. For instance, take Oreo, Discord, or Wendy's - by posting ‘relatable’ tweets, they have cultivated an engaging persona for their brand which has resulted in a massive following. Keeping your customers interested and creating a fan base for your brand is a good way to build loyalty.
Twitter also offers excellent analytics! Twitter provides all its users with an extensive statistics dashboard on which they can view anything they want. This allows the user to identify the successful tweets from their profile.
There is no setup time involved in creating a Twitter account, and the process is straightforward. So creating a Twitter account should be no hassle for your company. However, if you want to use it as a marketing tool is heavily dependent on your marketing goals. If you want to create viral content and push your brand to a wide range of audiences quickly, then this is not the best platform to use. However, if you want to build an engaging community (which takes time!) and interact with your followers to upscale your brand, then start tweeting away!