Twitter was once considered a great platform for businesses to engage with customers, promote products and services, and build brand awareness. However, in recent years, Twitter has lost its appeal as a business platform due to several factors. (OK, one big factor... Elon Musk.)
Declining User Base: Twitter's monthly active user base has been declining in recent years, making it less attractive to businesses who are looking to reach a large audience. As a result, businesses are turning to other platforms that have a larger user base, such as Facebook, Instagram, and TikTok. Even LinkedIn has overtaken Twitter for useful BtoB communication.
Algorithm Changes: Twitter's algorithm changes have made it more challenging for businesses to reach their target audience. The algorithm prioritizes clickbait-style content from users that the algorithm determines to be more relevant, rather than showing posts in chronological order. This means that business tweets may not be seen by the target audience, and the signal to noise ratio within Twitter is heavily skewed toward partisan divisions.
Increased Competition: The platform is becoming increasingly crowded, with more businesses, influencers, and individuals vying for attention. This makes it difficult for businesses to stand out and get noticed on the platform.
Lack of Targeted Advertising Options: Compared to other platforms, Twitter's advertising options are limited, making it difficult for businesses to reach specific demographics or target specific interests. This can make it difficult for businesses to effectively reach their target audience.
Poor ROI: Many businesses are finding that they are not getting a good return on their investment on Twitter. The platform's declining user base, algorithm changes, increased competition, sometimes hostile environment, and limited advertising options have made it difficult for businesses to effectively reach their target audience, resulting in poor ROI.
In conclusion, Twitter is no longer the great platform for businesses that it once was. We are moving our clients to a number of other platforms that offer a much better ROI and user experience. (Twitter logo courtesy Vectonauta.)