Twitter and Marketing in 2024: Strategies for Success in a Changing Landscape

It’s time we have an honest conversation about Twitter and marketing. So many small business owners ask if they should be on Twitter, if it’s even worth their time.

It’s a valid question in 2024. As marketers, we have to look at it from all angles – both positive *and* negative. It might not be the flashy platform it was five years ago, but Twitter still has a sizable user base. That said, diving headfirst into Twitter marketing without a solid plan is like navigating a minefield blindfolded.

This post, let’s talk about how approach Twitter marketing thoughtfully, and decide if it’s right for you, and, if so, how to do it well.

Is Twitter a Marketing Wasteland? The Changing Landscape

Twitter was once a thriving hub for conversations, where users could share thoughts and questions and receive authentic responses. Today, things have shifted. Elon Musk’s acquisition, the rebranding as X, and an emphasis on “free speech” have led to a shift in user perception, as highlighted in a report from Pew Research.

With an increasingly polarized user base and constantly changing algorithms and policies, some question if Twitter is the right space for businesses to see a consistent ROI. To illustrate how tricky this is, let me share a personal experience.

The Day My Twitter Strategy Exploded

I was an early adopter of Twitter back in October of 2007. In it’s original form, it was a community building platform much more than a media platform.  At first, it was focused on personal branding.  It gave individual experts the ability to create and promote their brand voice via their Twitter account. 

Marketing on Twitter was organic, natural and authentic.  Think of it as a far reaching text group; people who followed each other were in the chat group.  As groups grew, they brought in hashtags.  And so a hashtag became a text group.

As my participation in these hashtag communities grew, so did my followers.  I was able to do real-time market research on any topic, I was able to make friends in minutes and before I knew it, I became a Twitter influencer. 

I started my first Twitter chat in 2008. It ran for about a year.  And then I started another one back in 2016 that still runs to this day.

At its height, my #BizapaloozaChat Tweet chat was reaching an average of 10 million small businesses each month. We created a thriving community that boasted between 25-55 active participants per chat. 

We were thriving — until we weren’t. From a reach of 2 million, we’re down to about 300,000 to 600,000.  Not bad, but not great either. 

So what’s the lesson? Use social media platforms to build and grow relationships. But you have to make sure that you have a way to “harvest” and move these contacts into your own personal marketing system. 

Who’s Still on Twitter? The Numbers Game

Despite its troubles, X is still a massive platform. It boasts over 396 million active users, meaning a *lot* of potential eyeballs. If your customers are among them, dismissing Twitter entirely could mean missing valuable opportunities.

Digging Deeper Into the X Audience

Knowing *who* uses Twitter is key to determining if it can work for you.

• The Younger Crowd: While teen usage of Twitter has declined, Gen Z and young millennials are still present, making it relevant for brands aiming to tap into online trends and reach a younger demographic.
• Millennials Reign Supreme: Over 80% of X users are millennials. This makes it valuable for businesses, especially in B2B markets, where millennials hold decision-making power.
• A Leftward Lean: Studies suggest a larger share of Twitter users are Democrats. Factor this in when crafting your message. Overly corporate language can alienate some users, while genuine engagement on relevant topics can foster loyalty.

So, What Makes a Successful Twitter Marketing Strategy in 2024?

What made Twitter fun were conversations and real-time updates. To be successful today, Twitter marketing can’t be a one-way street of promotions. It’s about listening to customers, offering value, and showing personality. Let’s explore some tactics that are *actually* working now.

Leveraging Influencer Marketing (Carefully.)

People are drawn to personalities they like. It’s why influencer marketing campaigns are so popular. HootSuite reports that a majority of brands target Instagram for these campaigns, while Twitter isn’t often seen as a prime spot. This is because over 60% of X users are male and nearly 40% are between 25-34 years old.

However, if every influencer is already on other big platforms, the chance of cutting through the clutter is lower. If your target market is heavily on X, a thoughtful influencer campaign can pay off. Micro-influencers, those with smaller but highly engaged followings, can be more impactful. For example, a SaaS company finding a well-respected project management expert active on Twitter can tailor content to other PM professionals.

Teaming up with relevant influencers is smarter than randomly blasting generic tweets. The cost-effectiveness is another factor to consider. Influencer marketing campaigns average around $7.65 for every $1 spent, making it an effective Twitter marketing strategy.

Engaging (Yes, Actually.) With Your Followers

With algorithms constantly changing, consistent engagement is critical. This goes beyond hashtags and requires authentic interactions.

Smart Ways to Make Twitter Conversations Work for You

Think of these as strategic starting points:

Engagement Tactic	Real-World Example
Run targeted Q&A sessions around trending topics. Also called Tweet Chats	A local bookstore asking readers on X to recommend their favorite #WinterReads with a promise to give a free mug to one random participant. You can participate or host a Tweet Chat on popular topics in your industry.
Ask thought-provoking questions related to your industry/niche.	A software company posing a question about “the future of AI in marketing” with a call to share articles/resources, tagging experts for their input.
Respond promptly to comments/mentions – even if negative.	Instead of canned responses, have a human on your team actually engage. Turning a complaint around by being sincere goes a *long* way on Twitter, as 93% of users are receptive to this interaction, according to studies.
Don’t forget about Twitter polls – quick, easy way to spark debate.	Ask a fun “Would You Rather…” poll related to your industry to lighten the mood. Or, get real-time customer feedback with more serious questions on feature development, etc.

Your goal on Twitter is to build a *community* –  even if it’s small. Gone are the days of massive follower counts as the ultimate measure of success. Remember that research shows that 41% of Twitter users intend to purchase a product based on a tweet alone. Don’t be a “corporate robot” that people see right through. Now, let’s explore some successful (but uncommon) Twitter tactics.

Digging into More Creative Twitter Strategies

Assuming we have a target audience, a genuine voice, and a plan to *engage* them without overdoing it (sticking to a sensible posting strategy, like posting up to 15 times per day), where else can we be creative with Twitter? This puts us ahead of the 65% of businesses that use the platform, according to a recent study.

Turning Your Content into Engaging Twitter “Moments”

Did you write a blog post that drove traffic to your website? Take the best points, create visuals, and turn it into a “Moment” on Twitter. Tag relevant industry influencers or companies to make it more shareable.

This repurposes your content, drawing attention back to your website without being overly promotional. Twitter users love clicking links. If someone discovers your Moment and then checks out your site, they’re more likely to remember your profile the next time they’re on Twitter. This builds familiarity, leading to a real ROI from the platform. Studies show that 47% of visitors who check a user’s Twitter profile also visit the corresponding website. This highlights the potential for return on investment that Twitter marketing can offer.

Remember – X is for *Short* Form

One mistake brands make? Treating Twitter like LinkedIn. Don’t copy-paste long paragraphs from blog posts into tweets. Think “snackable” info. Remember those hilarious 140-character quips? Those same concepts apply to your business. Even relevant memes or industry-specific humor can help you get noticed.

Take, for instance, how the Bethlem museum used Twitter and a visual marketing tactic to boost engagement:

Got to love an infographic…
This one is especially brilliant as it tells you how easy it is to get to Bethlem Museum of the Mind from Central London, from Croydon and from Bromley pic.twitter.com/L1keIHjd1u

— Bethlem Museum of the Mind (@bethlemmuseum) November 3, 2022

You don’t have to only tweet about boring business topics. A little lighthearted content humanizes your brand.

Get Employees Amped to Tweet

People relate to *people*. While a company account has its place, imagine what happens when employees retweet content with their own comments. It’s a win-win: their network, your content. Helping small businesses improve their Twitter engagement is more valuable than many realize.

I once challenged employees at a tech startup to share company content weekly with a personal touch. For example, they could share their take on a blog post or a photo at a company event.

The key? Let go of some control and let your employees be authentic. That sense of personality translates way better than any PR-approved tweet. It makes your brand feel *real*. Find creative ways to encourage this employee engagement.

Should You Use Twitter Ads?

If you have the budget, Twitter ads can be effective. Even with fluctuating usage, Twitter is still generating revenue from its over 500 million users. Targeting your ideal customer on a platform designed for sharing opinions can be tempting.

But, Is It Worth It for *Your* Business?

Consider these factors:

• **The Uncertainty:** How often will Twitter’s ad platform change? If you have a limited budget, relying solely on an ad-driven Twitter approach is risky.
• **Niche Potential:** Remember those diverse Twitter communities? For example, if you sell software to graphic designers who use specific hashtags, highly targeted ads might be effective. A broader campaign might not yield the same results. This is especially important for small business owners, especially those who value customer relationships.
• **Metrics to Consider:** Don’t just look at “engagement” or “impressions.” Do people who see your ads *convert*? Are your PPC platforms driving sales? If not, your ads might not be effective.

Threads: An Intriguing Twitter Alternative

We can’t discuss Twitter marketing without mentioning Threads, Meta’s answer to the unpredictability of Twitter. Threads is like a calmer version of what people liked about Twitter, and it seems to be paying off. 175 million active monthly users signed up in a few months. Threads even overtook TikTok as the #1 downloaded app in 2023.

Does That Mean You Should Jump Ship and Abandon X?

It depends. As exciting as Threads is, it might encounter similar marketing challenges as Twitter, such as an evolving content creation strategy. Before abandoning any strategy (or Twitter.), analyze the pros and cons.

• **A Text-Focused Refuge:** Some miss the days when written content was king on Twitter. Threads seems to attract that crowd, offering a change from platforms obsessed with reels and filters.
• Engagement over Numbers:** Threads users seem to care less about follower count and more about interesting conversations. Tracking Twitter Analytics is crucial to help marketers determine whether their efforts are paying off and if they should maintain their presence on the platform.
• Early Days Still:** Threads, while promising, is still new. Meta has changed algorithms and policies on its existing platforms, so Threads isn’t immune to those same issues.

Finding the right balance is crucial. Maybe *both* Twitter *and* Threads fit into your marketing plan. The smart play is to try different tactics on each platform and see what works best for your target audience. The key takeaway is that regardless of Twitter’s evolution or Threads’ ascent, businesses, especially small businesses, can still make Twitter work for them with some forethought, adaptability, and a whole lot of creativity.

Conclusion

Twitter has gone through a lot of changes. We can’t write it off completely. Like any tool, knowing *how* and *when* to use it is crucial. Twitter can still be valuable, especially in B2B niches where conversations drive trends. Don’t ignore its potential just because others are. Make thoughtful choices about what’s best for *your* brand and customers.

FAQs about Twitter and Marketing

How is Twitter used for marketing?

Even with recent changes, Twitter can still be a useful part of your marketing strategy. Adjust expectations and recognize that it’s a space for community building and engagement. Focus on:

• Running targeted Q&A sessions around industry trends.
• Collaborating with niche influencers – smaller accounts often yield better results.
• Creating Twitter “Moments” to lead people to your website.
• Encouraging your employees to authentically share company news and posts. (Always within company policy.)
• Responding to comments and questions genuinely – even the negative ones.

This positions your brand front and center, using Twitter to strengthen existing content marketing strategies.

Is Twitter still good for marketing?

This depends entirely on your target audience. Just because it worked before doesn’t mean it always will. Marketing requires constant evaluation.

Factors to analyze:

• Are your ideal customers still active on X? Don’t rely on anecdotes. Are your competitors active? What about influencers in your niche? Dive into the data and see if Twitter aligns with your business goals. You should consider conducting surveys to gather customer feedback about their preferred platforms. For instance, if the feedback suggests a strong presence in a particular region like Australia, you might consider exploring lead generation strategies tailored to that market. This approach can provide valuable insights for optimizing your marketing efforts.
• Does Twitter’s often-chaotic nature fit your brand? Some brands can embrace it, while others might be better off on platforms like LinkedIn.
• Will paid advertising on Twitter give you a good ROI? Do a test campaign before committing your budget, especially given Twitter’s recent advertisement policies. You’ll want to make sure your efforts reach a relevant audience for optimal impact, rather than wasting resources on ineffective campaigns.
• How is Meta’s Threads platform performing in your industry? Threads might be a better fit if you focus on text-based content. Running your campaigns on Threads might result in a higher ROI for your content strategy, and also allows you to reach a new pool of users..

How did Twitter change the marketing industry?

Twitter significantly impacted marketing, more than you might realize.

• Short-Form Content: While it existed before, Twitter made punchy, attention-grabbing text powerful.
• **Conversation Over Broadcasting: ** Twitter moved brands from broadcasting messages to engaging in two-way conversations.
• Hashtags Revolutionized Topic Organization: Twitter’s introduction of hashtags in 2007 was revolutionary. They became a tool for organizing discussions, connecting with target audiences, and creating memorable campaigns. This paved the way for broader social media organization.
• Real-Time Marketing: Twitter made it possible for companies to respond to breaking news and trends in minutes, leading to viral moments like the Oreo Super Bowl blackout tweet a decade ago.
• Direct Connection With Your Target Market: Twitter made it possible to directly engage with anyone, from CEOs and experts to customers. It shifted marketing to favor more direct access, and remains a powerful tool even for those seeking to optimize their outreach, especially when used for strategies like consultative selling.

Why is Twitter the best social media for marketing?

No platform is the “best.” It’s more useful to see how each platform fits your goals. Here’s where X shines:

• The “Open Forum” Vibe: Anyone can tweet *at* you. But, it means *your* voice can reach millions, including key decision-makers. For niche markets, this is powerful.
• Rapid Content Dissemination: If there’s a big industry development, tweeting about it ensures people see it immediately.
• Engagement Can Outperform Ads: A viral tweet or a well-run contest can sometimes outperform expensive ad campaigns. That potential isn’t the same on platforms like LinkedIn, Instagram, or Facebook.
• Finding Brand Ambassadors: People might be raving about your product without you knowing. Instead of endless marketing research and sales calls, look at how people talk about your brand on Twitter. Research suggests that nearly 70% of branded hashtags are used by brands. This can help you unearth marketing gold.

Conclusion

Mastering Twitter marketing in 2024 means understanding its evolution. It requires adaptability and knowing how to tailor messages to your niche. Twitter can still deliver great results if you take a calculated approach.