Is Twitter Still a Thing? 4 Reasons Why Your Brand Needs to be Tweeting
Living in the digital age, brands are always looking for new and innovative ways to attract consumers and let their names be known. With more brands turning to newer platforms like TikTok in search of creating "viral" content, many fail to realize that Twitter does not fall short of any consumer-related benefits than more coveted platforms provide. In fact, ranked as the leading platform for active users, Twitter is quickly reinstating itself as the preferred method for brands to present themselves in the digital sphere. So in case you were wondering if launching a Twitter account for your brand has fallen off the radar, the short answer is no. Twitter offers many benefits that can add value and a competitive edge to your brand. Here are the four main reasons why your brand needs to be tweeting:
Twitter allows you to create genuine relationships with your consumers.
On a grand scale, Twitter is the equivalent of one endless conversation that everyone can either listen to or join. Tweets are sent in real-time, with a 280 character limit, in front of a digital audience. Reaching a user is quick and easy: you can either tag their name in your tweet or directly respond to one of their tweets. This allows for a seamless and convenient method for consumers to get a hold of their favourite brands. In return, as tweets are public, brands have an opportunity to display their efficient and considerate customer service skills to the public. When more people can view how caring and accommodating a brand is, the more people will remember and want to work with that brand. In a study aiming to understand the impact of brands on Twitter, it was noted that 77 percent of users feel more positive about a brand when their Tweet has been replied to. As a result, taking the time to build connections with users online can only spark a positive ripple effect or, in other terms, a high return on investment. Consumers who feel valued will feel a sense of brand loyalty for years to come.
Twitter helps grow brand visibility
Unlike many platforms, Twitter's algorithm is structured to promote overnight fame and virality. It is one of the very few platforms where users are less likely to comment, but more likely to retweet and share information. This means that information can spread like rapid-fire, no matter where it is coming from. One retweet by the right person can lead to endless attention and a massive win for one account - or brand. As a result, simple tweets that contain humor, generosity or even a controversial opinion can come a long way. Not to mention that tweets with images get 150% more retweets. One company that has utilized this feature and rolled with it successfully is Taco Bell. When it is not replying to its followers, Taco Bell is consistently sharing witty and lighthearted tweets such as, “If they know your Taco Bell order by heart, then they’re a keeper.” This has resulted in their account averaging thousands of retweets and close to two million followers. Ultimately, the more impactful a user's tweets are, the more retweets and new followers they are likely to gain.
Twitter allows you to develop a brand persona
Oftentimes on social media, it can become difficult to portray a specific brand image to the public. As much as brands want to come across as innovative, caring and in-the-loop with certain news, they must post strategically or else risk irritating their followers. This is especially notable on platforms such as Instagram and Facebook, where posting too much can cause followers to unfollow or mute an accounts' posts. On Twitter, posting “too much” does not exist - it is the norm. It may even be considered odd if you do not frequently tweet or retweet other content. Here are some numbers to put it into perspective: there are 500 million tweets posted daily, adding up to 200 billion tweets yearly and breaking down to 6000 tweets every second. As the platform is accustomed to a fast-paced environment, it makes it easier for brands to post as much as they want, and get certain messages across to their audience. This also means that it becomes easier for a brand to develop their persona and showcase their true personality to the digital world.
Twitter allows you to stay in the loop with industry trends
There are several ways that Twitter can be used to stay in-the-loop with trends ranging across the globe. The most common being to visit the “what's trending” page that covers all the recent news being covered by global media. Another method is to simply head to the search bar and use hashtags to narrow down your search. Using the correct hashtags can allow brands to easily navigate their target audience and understand what their audience is interested in. Additionally, brands can leverage hashtags by using them in their own posts, allowing users with similar interests to locate their tweets. If using hashtags isn't specific enough, a user can find results in the “advanced search” tool - also known as a hidden gem for businesses and marketers. The advanced search tool allows for a more in-depth engagement as it divides tweets into an array of subjects including location, time and phrase. Twitter also allows you to organize the search results into most recent, most popular or least popular. By providing these tools, Twitter makes it nearly effortless to find information - whether this be seeking for current trends or flat out snooping on competitors in the industry.
Author Marianne Semaan, Intern