Twitter marketing - statistics & facts

Marketer usage and engagement rates

Twitter is not frequently mentioned in the same breath as Facebook or Instagram when it comes to social media marketing. While Twitter’s ad revenue and the number of monetizable daily active Twitter users (mDAU) have both been growing for the better part of a decade, neither of these figures measures up to the metrics reported by other social media giants. One reason for the lack of enthusiasm about Twitter as a marketing destination could be the platform’s very design and primary usage. At its core, Twitter is a source of news, information, and exchange of ideas, rather than a place where online users go for inspiration or brand discovery. Less than 30 percent of recently surveyed industry specialists stated plans to increase marketing activities on Twitter, while over 60 percent looked to boost Instagram and YouTube usage in the future. This growing divide between the social media champions is already reflected in Twitter ads’ costs-per-click (CPC), which are significantly lower than that of Facebook, Instagram, YouTube, or LinkedIn. Advertising on Twitter is comparatively cheap, and even though the company continues to widen the variety of marketing opportunities on the platform (offering promoted ads, interactive polls, trend takeovers, and Twitter watch parties), Twitter’s ad engagement growth has visibly receded.

Twitter’s competitors seize social media marketing momentum

In today’s competitive digital marketing space, two platforms are ahead of the game. Facebook has maintained its spot as the most-used social media platform among marketers for many years, offering businesses the chance to promote their products and services to billions of consumers from around the world. Not only does Facebook have by far the largest number of users among all social networks, but the California-based business is also among the three most visited websites worldwide, making Facebook marketing an essential part of marketers’ playbooks. But while the platform’s appeal among (young) audiences is beginning to fade, Facebook’s subsidiary Instagram continues to blossom. The photo and video-sharing app has become a true social media marketing sensation, as it allows brands to promote and users to shop via various formats. Instagram has also propelled the influencer marketing movement, a particular branch of social media marketing that Twitter is not synonymous with.

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