Since it launched in 2006, Twitter has had a significant impact on the way we use social media and how we market our businesses online. However, in recent years, with the rise of LinkedIn, Instagram and TikTok, the way we use Twitter for PR and marketing strategies is changing.

Now the seventh most popular social network, still growing – projected to reach 340 million active users by 2024 – Twitter is clearly a powerful way to interact and engage with a wider audience. However, with 500 million Tweets being sent each day, standing out and holding your audience’s attention is increasingly difficult.

What do people use Twitter for?

Interestingly, it’s reported that 10% of Twitter users are responsible for 92% of the content shared on the platform. This means that although it has many millions of active users, many of them are there to consume, instead of create.

When visiting Twitter, it’s recorded how users are looking for different things:

  • 48% absorbing latest and local news
  • 48% looking for entertainment and reality news
  • 34% keeping in touch with friends and family
  • 33% following brands/company accounts
  • 14% looking to strengthen their social network
  • 12% other.

But what does all of this mean for business marketing strategies?

The rise of consumer marketing

With the vast majority of users now looking to consume content – or ‘lurk’ on the platform – instead of engage or post, the question around Twitter’s effectiveness for business to business marketing is becoming more prominent.

For B2C (business to consumer) marketing, the platform can be incredibly effective, as brands can engage with trending topics and shared viewing of popular TV programmes, such as Love Island, to promote products, discounts and competitions.

However, for B2B (business to business) marketing, things are becoming more challenging. While Twitter can be good for creating small communities of engagement, reaching a mass business audience effectively can be challenging. As a result, more often than not, many businesses find other platforms – particularly LinkedIn – to be more effective and lucrative for generating sales interest.

How to know if Twitter is working for your business’ PR strategy?

Put simply, evaluate your performance. Make the most of Twitter analytics to demonstrate how users are engaging with your content. You can then use other social analytics tools – such as LinkedIn or Meta Business Suite for Facebook and Instagram – to compare whether these results are good, or whether there’s room for improvement.

Wondering which social platforms will work best for your business’ marketing strategy?

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