The nature of social media is evolutionary. Just when you get the handle on a platform’s latest algorithms or user-generated trends, something new hits the scene. Two platforms in particular have seen subtle shifts in recent years: Twitter and Snapchat. How your company uses (or leaves) them may be affected. Let’s look at them together:
In recent months, Twitter’s number of active monthly users has dropped drastically, and the company began 2019 with its lowest user count in two years. While Twitter still holds value for businesses that wish to maintain a constant line of open communication with customers, general tweets from your business could go unseen unless you can produce an exorbitant amount of content. However, while Twitter does not offer much value in advertising to the masses, it can go a long way in maintaining a positive user experience through company updates and customer service. We have all seen the lightning-fast—and painfully slow—responses of corporations when a pointed tweet hits the scene. Users expect immediacy.
Eighty-five percent of small and mid-size business Twitter users say providing good customer service is one of the top reasons they feel they need to be on Twitter. Investing in a customer service strategy on Twitter can assure long-term growth for your organization, especially if it is where your audience spends their time. A recent study suggests that Twitter users tend to be younger, with the median age being 40.
Ultimately, while Twitter’s usefulness has changed over the past decade, it still has the potential to be leveraged for building branding and credibility. It is not necessarily the ad spend that matters on Twitter, but rather the time companies are willing to devote to it.
Since 45% of Snapchat’s users are 18-24 years old, and 71% are under 34, Snapchat can be tempting for businesses trying to appeal to younger generations—but Snapchat’s stocks have dropped over the past three years, and ad-buyers are not seeing a return on their investments like they have on Facebook and Instagram. For business owners, Snapchat is a risk—but it does offer potential for success.
Engaging audiences through Snapchat can power brand awareness. One quick way to reach your target market is to invest in a sponsored filter or lens on Snapchat. These sponsored filters are seen by an estimated 16 million people every day—and businesses have used this popularity to their advantage. For example, during Super Bowl 50, Gatorade simulated the tradition of the winning coach getting a bucket of Gatorade dumped on his head by sponsoring a filter where users could film themselves getting a Gatorade shower, too. This filter ended up getting more than 165 million views, and it increased purchase intent by eight percent.
Snapchat appeals to the younger generation of consumers by engaging followers imaginatively, but an ad strategy on Snapchat should only be approached when you’ve carefully weighed the pros and cons.