When it comes to social activity, we’re all about results and doing what’s right for our clients in order to help them meet their business objectives. We’re results driven, and sometimes that means missing out on the social flavour of the month simply because it’s not suitable for the task at hand. We take this approach in everything we do, including the platforms we choose to recommend and use ourselves. While our social strategy is unique and bespoke for each individual client, we also have to practice what we preach. And for us, that means saying goodbye to Twitter. Here are a few of the reasons why we’re doing this.
According to Global Web Index, 54% of UK internet users have a Twitter account compared to 81% who have a Facebook profile. If we look at users who classify themselves as engagers / contributors that falls to just 26% for Twitter compared to 48% for Facebook. While comparing the two platforms is like comparing apples to oranges in many ways, these figures are pretty rough for Twitter and most of the blame falls on the platform itself. Twitter’s “real-time” nature, means that organic tweets often get lost in the deluge of content that fills a user’s feed. We know the platform introduced an algorithm in to help users see content from profiles they engage with the most, but it seems like too little, too late. Twitter is firmly wedded to a real-time feed. It’s the platform’s biggest (and arguably only) USP. It’s also the biggest reason why we won’t be using the platform as an agency.
We’re big believers in paid social. Some might see it as necessary evil, but it’s actually an incredible asset when it comes to getting the right message to the right people at the right time. Facebook (and Instagram) offer some highly sophisticated targeting options along with an ever-expanding arsenal of ad types. We’ve seen some incredible results for all of our clients on Facebook owned networks, but with Twitter it’s a different story. Cost per click, cost per view and cost per engagement have always been higher and the quality of click/view/engagement has typically been lower. Because the results we’ve seen for clients have been consistently more expensive on Twitter (and we’re all about results), and it’s becoming increasingly difficult to seed our brand messages, we feel that posting on Twitter might not be the best use of Headstream time and effort.
Twitter is a conversational platform. It brilliantly allows brands the freedom to have direct conversations with consumers in a way that just isn’t possible on Facebook. The only problem is conversations take time, and as much as we’d like to chat, we’re really busy working on client campaigns. But it’s not just conversations that take up resource, it’s content planning. Creating a content calendar for Facebook requires quality content over a high volume of posts, but with Twitter, even paid social campaigns are recommended to contain multiple tweets. So, it’s not just crafting one or two perfectly formed tweets, it’s about crafting 10 tweets that say roughly the same thing to try and help generate enough cut through to reach your audience. It takes time, a lot of time.
When we looked back over 2016 and analysed the amount of time and money we were spending on Twitter, and compared it to our investment on other platforms, it became obvious that while there are definitely reasons to use Twitter, we were getting better, more efficient results elsewhere. We’re not saying Twitter isn’t right for your brand, and if you want to work with us, we might find that Twitter is the best option for you. We’re just saying that Twitter isn’t right for us. If you’re not convinced, give us a call. We’re more than happy to chat about it.