Other than Twitter, there are a lot of social media platforms right now. Facebook, Instagram, YouTube, and TikTok are some of the most notable ones. All of these started as mere platforms for socialization and entertainment. But, they have grown to become media people can use for multiple purposes. – growing their businesses, for example.
You may ask – are there more or fewer opportunities for brand growth on Twitter than on other platforms? Or is it worth doing marketing campaigns on Twitter?
Well, there is really no definite answer to the first question since each social media platform is built differently. Though, the rise of others makes it seem like many people and brands are quitting Twitter and migrating to other platforms. It gives the impression that for marketing, Twitter is not the place to be. That is from the truth.
According to the last Statista Research Department report, more than 206 million monetizable daily active users on Twitter. Furthermore, over 500 million tweets are sent each day. These figures say that marketers can still use Twitter to attract customers effectively.
Who Uses Twitter?
No one would disagree with the statement that knowing your customers is one of the most important things in marketing. It allows you to connect with them better, thus increasing the chances of making sales or securing sales.
But it would be best if you did not immediately start marketing on Twitter once you have known them. It would help if you first made sure that enough of your audience was on the platform. Otherwise, all your efforts would be wasted. But then again, as stated above, there are millions of users on Twitter. So, there is a high probability that they are.
Still, learning about statistics would be helpful. For example, Oberlo.com reports that 63% of all Twitter users are between 35 and 65. Keep this in mind when making new marketing strategies.
Why Do People Use Twitter?
The next step is to learn why they are Twitter and how marketers can use that to their advantage. There are at least four primary reasons. Here they are:
- To Learn About The News
Gone are the days when people would need to wait for newspapers to know about the recent happenings. Trending topics on Twitter spread like wildfire. A person could quickly be aware of an occurrence that happened just minutes ago. They could know about which companies released what products or what’s considered “in-fashion” faster than you can say “Mississippi.”
What’s trending on Twitter reflects what people find interesting and important. Marketers can use this knowledge to increase their visibility. They could weigh in on a particular topic or use popular hashtags and post formats on their tweets. Though, it would be best to select only the trends that are in their brands’ niche.
- To Be Entertained
People visit social media websites to relax and have fun during their free time. That is why memes and funny videos are viral. The scene on Twitter is no different.
So, when making your Twitter marketing strategy, consider sprinkling some humor on it. There are many ways to do it, so you can join the fun even if your brand is not humorous by default.
One of the things you can do is to incorporate humor into a video ad. Or, you can craft a clever reply to a competitor’s tweets. You can also visit Wendy’s, which has mastered this art, to get some ideas.
This will allow you to give people the type of content they’re looking for. Consequently, you can gain more Twitter followers, thus, ensuring the growth of your business.
- To Complain
It is no secret that of all the social media platforms, when people think about complaining, Twitter has become the primary choice. Offended people can freely post a tweet and name or tag the brand to reply to the thread to defend themselves. Of course, if you are not on Twitter, you would have no way to clear your reputation.
Brands can also use this to get what their customers think and don’t like about their products or services. Needless to say, it leads to improvement.
However, it can sometimes be challenging to identify which users are outraged and just blowing off steam. So, make time to learn how to identify and de-escalate crises on Twitter.
- For Education
Twitter prides itself as a place for public conversations. It is a platform where people with common interests and jobs meet, exchange thoughts and opinions, and spread news. Thus, Twitter is a great place to connect and learn from others.
The amount of knowledge a company could find on Twitter will be very beneficial for its growth. Furthermore, they can serve as the source of educational content for their followers. That will increase their followers on Twitter in no time.
Features Marketers Can Use
Now that who is on Twitter and why they are on Twitter is clear, it is time to craft the marketing strategy.
Social media companies nowadays are focusing on streamlining the operations of marketers on their platforms. So, this should be easy. It is only a matter of choosing which feature is best for your brand.
For instance, Twitter is building Professional Profiles with Shopping modules. That will help businesses sell products without sending customers to external links.
Another feature marketers can use is Twitter Spaces. By hosting informative live audio conversations, you can provide your followers with learning and entertainment while building a stronger connection. Similarly, you can host or join Twitter chats. Either way, these will let you engage in conversations with your followers and other people on Twitter. At the same time, you will be able to check all of their boxes – they can complain, they’ll learn about the news be entertained. That is the jackpot!
Of course, you can also try Twitter ads or ad campaigns. They are made for the very purpose of helping businesses on the platform.
The takeaway here is, understanding the community and Twitter users’ behavior is the key to successful marketing on the platform.
Tumblr Did Not Learn It’s Followers Well and Paid Dearly
Facebook, Twitter, Instagram, and YouTube – these are only some of the numerous social media platforms we have today. They have changed the landscape. These networks have heavily influenced how people in the digital age live their lives. They change the way people socialize, spread news or awareness. Also, social media websites opened up new methods to earn money.
On YouTube, for instance, users can monetize their content once they unlock the YouTube Partner Program. Then on Facebook and Instagram, there are Shops where users can buy & sell products. Users can even do live streams and earn from them. Recently, Twitter also announced its Shopping Module and its plans for shopping on the platform.
If you reflect on what’s happening in the world right now, you will see why social media websites focus heavily on monetization. People can’t or won’t come out for fear of contracting the coronavirus. Because of this, many businesses and shops were forced to close. Needless to say, many people needed new ways to generate income. This served as an eye-opener for social media websites.
One could say that social media platforms are spaces where “digital versions” of ourselves can exist. By the power of these platforms, we can see places far away from us and meet and befriend people who live in countries oceans away. Surely, they can also grant their users the ability to earn. Thankfully, they realized that.
In recent news, Tumblr debuts Post+. This is Tumblr’s subscription service for creators on the platform. But even with all of the things said above, this feature is not widely received. Why could that be?
Tumblr’s Post+ Subscription Service
Just like any other social media platform, Tumblr needs to seek revenue. That will keep it afloat, meaning people can continue using Tumblr and enjoy its features. Since monetization on social media seems to be the boat to be in right now, Tumblr saw introducing its own method as the most logical thing to do.
In July 2021, Tumblr launched a beta test for Post+. In this subscription service, creators can put content behind a paywall. It doesn’t matter if it is an original artwork, a personal blog post, or another fanfic. All the creators have to do is check a box indicating the post is for paying subscribers only, and the content will be exclusive. The subscription price will start at $3.99 per month, with additional tiers at $5.99 and $9.99.
Tumblr is not the first to do this; it simply joined the fray. Twitter is rolling out Super Follows, and Instagram lets users create “exclusive stories” through a similar feature. Also, YouTube is introducing a new monetization tool.
Of course, Tumblr will take its cut – five percent to be exact – from the creators’ profits. While it is higher than Twitter’s three percent, it is significantly lower than YouTube’s 30% and Twitch’s 50%. So, it is a reasonable portion.
Tumblr has hand-picked the beta testers for the subscription service. However, a Tumblr spokesperson told TechCrunch that Post+ would not be reserved only for professionals or those with 10K Twitter followers or higher. Instead, everyone – that includes shitposters, meme lords, artists, fan fiction writers – will be able to create content and get paid with Post+.” It will push the boundaries of what’s considered money-making content on the internet,” the spokesperson said.
By the looks of it, this seems like a good idea. Both the platform and its users benefit from it. That brings us back to the question: why are its users lashing out?
Why Post+ Receives Backlash
Post+ is not warmly received because users hate monetization. In fact, posts with links to Patreon and Ko-fi are not uncommon. It’s just that they don’t think this is the correct approach, or Tumblr is the right place for it.
Furthermore, Tumblr users love the platform for being “the Wild West of the internet.” There are no celebrities, no verification system, and no algorithm that boosts their posts – a text post with over 70,000 notes says. Everyone is equal on Tumblr.
Tumblr users see Post+ as a nuisance since it gives bloggers an icon next to their username that resembles a Twitter blue check. Furthermore, Tumblr granted access to select creators before it made the public announcement. Understandable, users saw it like the platform was favoring them. Both of these things are against equality.
Furthermore, a Tumblr user says that Post+ or built-in monetization will attract businesses and corporations. They will be there not primarily to create content but to make money. They say it will change the culture of a platform. Their statement implies that this is a massive insult to the users who express themselves through content creation.
The problem is, the beta testers were put on the receiving end of the white-hot anger. The backlash was so violent some testers received death threats.
“I felt like the sacrificial lamb,” said one beta tester. He says that he agreed to beta test to pay medical bills, not targeted by a very pissed user base. Moreover, as a Tumblr user himself, he knew there would be a backlash “because users hate any change to Tumblr.” However, he thought that the brunt of the backlash would be at the staff, not at them. As they should, Tumblr’s staff intervened and condemned harassment against Post+ users.
“We want to hear about what you like, what you love, and what concerns you,” Tumblr wrote on its staff blog. “Even if it’s not very nice. Tell us. We can take it,” it adds. As with any product launch, users will have conversations about how the feature will change the dynamics of how people use the platform. Tumblr expected that much. The company also acknowledged that not all of this feedback would be positive. But that’s alright. Tumblr could value even those -or especially those -to make itself a better place.
However, Tumblr says that it won’t accept the targeted harassment and threats the beta testers received. After all, they are only testing the feature.
Tumblr’s uniqueness as a social media acts as a double-edged sword. It is because of this nature that the platform is facing a dilemma. Tumblr has yet to find somehow a way to keep itself afloat without upsetting its vocal community.