Twitter: Fight or Flight
If you talked to me a month ago I would have told you that Twitter is a failing platform. And it might still be one, but they’re not going down without a fight.
Investors started to lose faith in Twitter after they shut down Vine (and their user growth started to slow down). Twitter’s revenue also started to slow down after marketers decided it was to risky too advertise with them. And to top it all off, their direct competitors are Facebook and Google.
Like I said a month ago, Twitter looked to be a failing social platform. But what I have seen in the past 2 weeks has started to give me hope that Twitter has hope.
As I was playing my chess app, Chess With Friends (if you like chess get this app), I got served a mobile ad for Twitter. The ad was promoting the use of the platform to get the latest news. At first I thought, “A social platform that is advertising to get new users is definitely in need of some help.” But then I realized the message resonated with me as a very strategic marketing position. What’s the biggest problem with Facebook right now? If you said fake news, you’re correct! Whenever you hear news about POTUS or about anything BREAKING NEWS, it is usually followed by a series of tweets, not FB posts or Google news articles.
Twitter: the REAL news social platform. That could be a very smart approach after all. If it’s true…
Now, what has Twitter done to implement innovation since the failure of Vine? They purchased Periscope, the video chat app, to use for their Twitter Live Videos. They stream live news and shows just on Twitter. They’re increasing their Character limit from 140 to 280! #WHAT #ErmMahGerd They enabled Night Mode to give your profile and news feed a different look. And within the past year, they updated their UI and their layout design.
These may not be earth-shattering innovations, but Twitter has definitely been putting some things into motion.
If you ask me, I think Twitter and Snapchat should partner with one another to combat their Evil Nemesis: Facebook. I mean, if you think about it, Snapchat and Twitter are basically the same platform with different specs. One’s primarily video and the other is primarily text.
Anywho, I can’t wait to see how this new strategy will pan out for Twitter. I for one will be keeping a tight watch on it. What do you think – will Twitter continue to fight, or will they take flight?