Twitter started as a microblogging platform, but it soon grew into a serious social media network with millions of users. Nowadays, Internet users rely on tweets when they communicate with each other and many companies have realized the marketing potential that this platform has. They also use Twitter for public relations too. While it is true that the number of Twitter users is still growing and that their activity is more intense than ever, there are many marketers and business owners who are wondering whether Twitter is dead or dying. In this article, we will try to provide an answer to this complex question.
First of all, let’s mention that despite the growth in the last year, the figures were not very promising. Most of Twitter’s rivals including Facebook and Instagram have witnessed rapid growth while the figures were modest when it comes to Twitter. However, many experts believe that this stalling doesn’t mean that Twitter is slowly dying. On the contrary, every social platform has its ups and downs and the truth is that there were several new platforms introduced in the past two years that were able to get a significant share of this market. This doesn’t mean that Twitter won’t bounce back. And we should not forget that it’s not all about the numbers. MySpace was the most popular network of this kind a few years ago and where is it now? The fact is that Twitter is still investing in innovations and this means that their management is focused on improvement.
On the other hand, many people criticize Twitter because of its lack of intuitiveness, something that we can find in other new platforms. Nevertheless, Twitter remains to be number one platform when it comes to real-time social updates.
A recent study has shown that most Internet users still consider Twitter one of the best platforms for establishing direct contacts with brands present on Twitter. The brands that are present on Twitter and Facebook seem to be more responsive over Twitter which encourages users to keep using this platform for this purpose.
Twitter is not dead, it may be dying for some brands, but this is partly their fault too. Twitter is changing and they need to follow this change. They need to use adequate hashtags, follow the latest trends and news and provide valuable content. Customer support is still one of the most important aspects of using Twitter for marketing.