Recent data shows that there are nearly 400 million Twitter users in 2022 (Business of Apps, Statista, Statista, DataReportal), a respectable audience number for any social media platform. At ARO Effect Marketing, we look for the best platforms for our clients. We define “best” by looking at the lowest CPMs, best conversion rates, high engagement, etc. While we have typically found these successes in platforms such as Facebook, InstaGram, LinkedIn, Snapchat, and others, Twitter can be a very beneficial tool for a business – if used the right way. However, as more and more news comes out about Elon Musk purchasing Twitter, we must ask ourselves – how will this affect it’s users and advertising opportunities?
Twitter is a great way to help you and your business connect with what’s happening in the world every day and is a social platform that leans more on realtime newsworthy content. The platform as it stands today does have parameters. Whether you are fan of these parameters or not, businesses and advertisers are at the mercy of the policies of the platform. Musk takes issue with Twitter as he feels as if it violates free speech, and its parameters are a form of censorship that not constitutional. Musk once said: “I invested in Twitter as I believe in its potential to be the platform for free speech around the globe, and I believe free speech is a societal imperative for a functioning democracy.” (Source: TheVerge.com) If Musk is to successfully purchase Twitter, we can certainly expect its algorithms to change and for its current parameters to be flexed, if not removed entirely.
From our perspective as a marketing agency, we understand that both directions mean different things. Twitter has maintained its status as one of the top social media platforms out there, and user growth has been steadily increasing for the last decade. The question will be, will this growth continue, or will usage plummet in an Elon Musk Twitter era? This remains to be seen, but no matter the direction taken, Twitter advertising could be a great place for businesses to be if they aren’t already.
There are a number of positives with Twitter Advertising as it exists today. It’s extremely targeted, it lends itself to high engagement, and it’s inexpensive in the grand scheme of a marketing/business plan. While Twitter advertising may not be for every business, it has certainly grown enough to at-least be on the radar. Pending on how things unfold in Twitter ownership, it may just be a must-have.
As more information comes to surface, we will keep you updated. If you have questions on Twitter advertising for your business, contact us today.