Twitter was once a fast-growing social media site and the darling of marketers everywhere. But it has fallen on hard times of late, as growth as stalled.
This chart from Statista shows Twitter only managed to gain 31 million additional users actively utilizing the platform monthly over the past two years. Whereas Facebook has seen over 467 million join. This is impressive for a platform once considered to have plateaued. But the biggest of threats is WhatsApp. The instant messenger platform presents a massive opportunity for marketers. Companies such as Just Eat and BBC are just a couple of the brands who are successfully using the platform to enable instant customer service and highly targeted marketing.
With this in mind, do marketers need to adjust how they spend their social marketing budget? And would investing in growing platforms such as Whatsapp see a greater return?
Get insight into how you could start improving your business’ social media, by downloading our practical social media marketing toolkit. Aiming to help you understand what your peers and competitors view as important and to help you see what social media strategy will work best for you.
By Jessica Wade
I was previously the Social Media Executive for Smart Insights and managed all of Smart Insights social media channels and social strategy. I love all things social, most of the time you will find me endlessly scrolling through Instagram. You can follow me on Twitter or connect on LinkedIn.
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