Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the primary three months of Elon Musk’s Twitter takeover.

But what are entrepreneurs doing now? Did your model observe the shift Dennis Shiao made for his private model? As he not too long ago shared, he switched his major platform from Twitter to LinkedIn after the 2022 possession change. (He nonetheless makes use of Twitter however posts much less steadily.)

Are these manufacturers that altered their technique after the new ownership sustaining that plan? What affect do Twitter’s service modifications (suppose Twitter Blue subscriptions) have?

We took these inquiries to the advertising group. No large shock? Most nonetheless use Twitter. But from there, their responses range from doing nothing to shifting away from the platform.

Lowest factors

At the start of the Elon period, more than 500 big-name advertisers stopped shopping for from the platform. Some (like Amazon and Apple) resumed their buys earlier than the tip of 2022. Brand accounts’ natural exercise appears comparable.

In November, Emplifi analysis discovered a 26% dip in natural posting habits by U.S. and Canadian manufacturers the week following a important spike in the unfavourable sentiment of an Elon tweet. But that drop in posting wasn’t a one-time factor.

Kyle Wong, chief technique officer at Emplifi, shares a longer evaluation of well-known fast-food manufacturers. When evaluating December 2021 to December 2022 exercise, the manufacturers posted 74% much less, and December was the least energetic month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed model accounts throughout industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter exercise additionally fell to low factors in November and December. But by the tip of the 12 months, their exercise was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, advertising supervisor at Aha Media Group, says the corporate has been quiet-quitting Twitter for two months, merely monitoring and posting the occasional hyperlink. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She factors to their agency’s expertise as a potential clarification. Though they haven’t been posting, their follower rely has gone up, and plenty of of these new follower accounts don’t appear related to their subject or botty. At the identical time, Aha Media noticed engagement and follows from energetic accounts in the shopper section drop.

Blue bonus

One change at Twitter has piqued some manufacturers’ curiosity in the platform, says Dan Gray, CEO of Vendry, a platform for serving to corporations discover company companions to assist them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it stays to be seen if that technique is viable in the long run, some corporations, notably these in the SaaS and tech area, are reallocating assets to energise their beforehand dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts are also seeing a rise in followers, although Dan says it’s troublesome to inform if it’s an impact of the blue checkmark or their renewed emphasis on content material. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, advertising supervisor at Breeze, is targeted on the longer term. They’re producing movies for small screens as a part of their Twitter technique. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the one one who thinks video is Twitter’s subsequent guess. Bradley Thompson, director of promoting at DigiHype Media and advertising professor at Conestoga College, thinks video content material would be the subsequent large factor. Until then, textual content stays king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new options, then advertising and managing manufacturers on Twitter will stay the identical.

James Coulter, digital advertising director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the ideas of Faizan and Bradley, James sees companies turning to video as they restrict their reliance on Twitter and diversify their social media platforms. They at the moment are keen to take a position in the resource-intensive format given the exploding recognition of TikTookay, Instagram Reels, and different short-form video content material.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your model doing with Twitter? Are you stepping up, stepping out, or standing nonetheless? I’d like to know. Please share in the feedback.

Want extra content material advertising ideas, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover picture by Joseph Kalinowski/Content Marketing Institute