Top five social media platforms – Twitter
Facebook 2.3 billion
YouTube 1.9 billion
Instagram 1.0 billion
Qzone 531 million
TikTok 500 million
Where is social now?
What is the current state of social media, and what should you be looking out for?
From myspace to TikTok, social media has exploded over the last 15 years. A digital space with almost no rules, or a true definition of what it is and where it’s going. It was the unknown, and still is.
Fast forward to 2019, and social media is mammoth, with huge personalities presenting to an even bigger audience, insane data and gurus. With all this change, structure, and specialised careers coming out of the past 15 years, there is one thing you should always know – social media will always change, and you’ve got to move with it.
Right now, as a brand or person of interest entering into social media for the first time, it may be daunting. How are you meant to compete with those giants who seem to have it sussed? Social media works in mystical ways – ok, not so mystical, but more on the algorithmic ‘understanding your audience and finding your voice’ side of things.
Although these giants may have teams of creative, copywriters and strategist, you will always have your personality. No large team can recreate that. Being authentically you has never been more desirable, and enables your audience to create a more meaningful connection to your brand. you don’t need to bring them into your personal life, but let them see you, hear you, and find out what you stand for through your content and tome of voice. Don’t be scared to push those boundaries. How far you push is up to you.
Not every piece of content or story will be a home run, and that’s ok. It will take time to build up a network of people who are genuinely interested in what you have to say. So don’t be discouraged – it may also be that you are just not telling it in the right place or to the right people. Keep looking for your audience. They may be in places you don’t expect.
The question that comes up all the time is ‘how do you measure success?’ this has had people up in arms figuring out what’s important. What do you want to achieve form your content? Was it to grow your audience or create engagement? Let the intention be engagement rate or like for like. Social media is powerful, but it can be incredibly fickle. Don’t let your stats entirely define what to create. If something doesn’t work, go back and look at why. Review, Rework. Re-publish and review again. Once you are able to determine what your audience enjoys, where they are and how you would like to show your personality, build on that. Social media is all about escalation.
“It will take time to build up a network of people who are genuinely interested in what you have to say.”
5 Twitter Stats
Active users 326 million monthly users
Advertising audience 34.5 female to 65.5 male, gender split
Most used emjoi the laughing cry face is the most used emoji since 2013 with over 2bn usage
News 71% of twitter users are consuming news through this platform
Influencer 40% of users say they purchased a product after seeing an influencer’s tweet
Discover how to utilise the conversational platform to create a community around your brand and business.
Twitter is a micro-blogging platform, which is dominated by the media, influencers, journalists, fans and more. What you should be asking yourself is this – do you see your audience or brand on twitter?
There are a couple of ways in which you could approach Twitter, but we are going to look at how you can create awareness.
The trending page offers the chance for amazing visibility, and being prepared for large public days such as WorldSockDay (only joking.) but it is worth looking at what big days are coming up. These could be from sporting events, TV, national holidays and so on.
Preparing assets against these topics ahead is a sure way to get noticed. However, if you should always ask yourself before getting involved – can I add anything of worth, will this make sense to my audience, and will my brand tone of voice come through?
More than anything, Twitter is an opinion piece platform, and works predominantly on creative writing and quick reflexes. Look at the trends of Burger King, Vita Coco and Pizza Hut. Clapbacks at the community or at other big brands can be hot or miss. Where it’s good, it can create a buzz, but it can easily turn into you who’s is being dragged.
Most actions are done through the app, hashtag or trending timeline view. You will need to get your brand out there. If you can create engaging, relevant, timely and debatable content, then it will throw your brand into the view of any interested parties that tend to frequent the site.
Overall, Twitter requires you to shape put you authority in a topic, be a category leader and find your niche. It’s a busy platform driven more by opinions than visual content. You need to be willing to go and look for your audience, take time to respond, and create engaging situations to carve out your space.