Does It Even Make Sense To Be On Twitter (X) Anymore?
On October 7, 2022, Elon Musk purchased Twitter for $44 billion. No matter how you feel about Musk, it’s undeniable that this event has resulted in profound changes. A 2022 report from Business Insider predicted that Twitter will lose over 30 million users in 2023 and 2024 combined. These losses are likely to stem from decisions Musk has made since taking over the platform. At Personalized Creative, we’ve been closely tracking changes to the platform so we can offer the best guidance to our clients.
Maintaining a social media presence for your brand costs time, energy, and resources. Are you wondering whether having a Twitter account still makes sense for your brand? This brief look at the pros and cons of marketing on Twitter in 2023 can help you decide.
What Are Some Good Reasons for Your Brand to Stay on Twitter?
Is marketing on Twitter in 2023 a lost cause? The short answer is no. There are still plenty of great reasons to stick around on the platform. Before deciding against a brand presence on Twitter, it’s important to understand what you might be missing. You might especially want to stick around if any of the following scenarios apply to you.
Twitter Serves a Unique Purpose for Your Brand
Each of the major social media platforms has its own niche appeal–otherwise, users wouldn’t keep coming back. One of Twitter’s unique advantages is that it facilitates up-to-the-minute discussions. If discussing current events as they happen is part of your brand identity, you might regret it if you leave Twitter in the rearview mirror. Another key advantage: Twitter is a popular choice for two-way communication between customers and brands. If Twitter is serving an essential function for your brand’s customer service purposes, replacing it may be a challenge.
Twitter is a Cornerstone of Your Current Social Media Strategy
If it’s not broken, there’s no reason to fix it. If a significant amount of your site traffic and conversion comes from Twitter, leaving the platform might create a void that’s hard to fill. On the other hand, if you’re not currently relying on Twitter for significant revenue or visibility, it might make sense to channel your energy elsewhere.
You Can Afford to Leverage Twitter Ads to Boost Your Revenue
Twitter ads are more expensive than ads on Facebook and many other platforms. But there’s a reason for the higher price: Twitter ads are more cost-effective. They’re better than ads on other platforms at generating engagement and clicks, which means you see better results.
What Are Some Good Reasons to Keep Your Brand Off Twitter?
Twitter isn’t right for every business. Particularly if you’re concerned about the recent instability at Twitter, you might be considering an exit strategy. If these scenarios apply to you, you might consider looking over your social media strategy to see whether Twitter still belongs there.
Your Target Audience Isn’t On Twitter
Twitter’s users tend to fall into the millennial age range. They also tend to be fairly well-educated and earn a higher salary than the national average. If your target audience doesn’t fit this profile, your social media budget might be better spent elsewhere.
Your Competitors Aren’t On Twitter
Take a look at what your competitors are doing on Twitter. Are they scaling down their marketing on the platform or leaving altogether? If so, this could be a sign that the platform is no longer a good fit for your brand. If you find that your competitors are spending less on Twitter marketing, do some research to figure out where they’re allocating those dollars instead.
Your Customers Tell You They Don’t Use Twitter
Are your customers leaving Twitter or reaching out to you on other platforms more these days? If so, you’ve got your answer. However, some business owners are not sure whether their customers would be disappointed by a Twitter exit. When in doubt, ask for customer feedback via polls or surveys. Asking for feedback has double benefits. You’ll gain valuable information that will help you improve your marketing campaign. Your customers will also get proof that you care about their opinions.
Do You Need a Personalized Approach to Your Brand’s Social Media Strategy?
Deciding to start or stop a marketing campaign on a specific platform is a big decision. Personalized Creative understands that you’re looking for more than pat answers. Our team of passionate, experienced professionals can help you plan a social media marketing strategy that makes sense for your business. Contact us today to get started!