In recent months, concerns surrounding Twitter have grown exponentially. Casual Twitter members, unhappy with new adjustments to the app, threaten to leave the platform daily. These new developments, coupled with users dropping like flies, have many marketers questioning if they should continue to use the platform for business.
Yet even though 68% of marketers are concerned about users leaving the platform, only 28% of companies expect a decrease in advertising spend on Twitter. So, despite the rising fear of losing potential business, there still appears to be something drawing marketers to the app.
I have my own reasons for keeping Twitter, but before we get into those, let’s first take a dive into Twitter’s most recent statistics and how those contribute to most marketers’ weariness.
The Stats and Concerns with Twitter
In November of 2022, a survey was dispersed among 300 American marketers and advertising companies to uncover the current, overall business consensus on Twitter.
Here are the top 5 concerns that were found:
1. Hate Speech
Aside from marketers being concerned about the decline of users, many are worried about the persistent presence of hate speech on Twitter. In the poll, 38% of marketers believed hate speech would get even worse on the platform and 33% believed it would stay at its same, already troubling level.
Not wanting to be associated with hurtful content, many businesses are weary, especially as they anticipate this amount of hate speech to only increase.
Twitter has also always been notorious for its amount of false information. Wanting to look reliable, some marketers are uncomfortable being linked with an app that puts out such heavy misinformation.
35% of marketing agencies, over a third of all those polled, believed the level of false info would increase.
As a marketer, one of your worst fears is to have someone pretend to be you and either A. make a profit that rightfully belongs to your company or B. paint your brand in a bad light.
According to the poll, 30% of all marketers interviewed believed impersonation would only get worse on Twitter.
4. Foreign Hacks and Influence
Not only are many marketers afraid of their reputation being destroyed through impersonating accounts, but also from within their own real Twitter accounts.
30% of marketers polled believed hacks and influence from foreign entities would increase on the platform.
5. Bot Content
The more bots interact with your account, the less social media is to promote your page (if it realizes those accounts aren’t real users).
How Best Do We Use Twitter, Then?
With all these concerns in mind, why should people continue to use Twitter? In my experience, I’ve been using Twitter solely for its SEO credit benefits. When I have original content created and on my own domain, then I can promote it by linking on the Twitter platform. I’m not concerned with how well the post on Twitter performs although, if more eyes saw it, it could mean more web traffic. I’m not, and my clients feel the same, willing to spend any more time or resources on it than an occasional post.
I recommend other marketers do the same, as Twitter can be a great piece of the overall SEO puzzle. As long as these concerns are kept in mind and Twitter isn’t the main domain for posting, it’s, at this time, safe to continue using the app.