Tackling Twitter's Tumble

Girl looking at phone


By Casey Danton, Senior Engagement Manager

Twitter has recently announced a continued string of losses. With stock that has plummeted and the recent 9% cut in their workforce, big changes could be coming to branded social media on this network. Recent changes include the discontinuation of Vine, the platform Twitter acquired in October of 2012, substantial internal restructuring, and the newly revealed customer service chatbot

However, Twitter has been making some positive changes in an attempt to save itself. To garner interest, they now offer live-streaming for premium content such as the National Football League games and presidential debates. They removed character count from photos, videos, GIFs, polls, and Quote Tweets so that attached media no longer counts toward your count. Are these features and the offerings slated to arrive in 2017 enough to save the network? While some believe that Twitter will be able to pull itself out of this slump, it is going to take some hard work. Don’t hit the delete button on your account just yet! We’ve got some suggestions for your brand while the channel works on finding its footing. 

Brands should be focusing on premium content on all of their social media channels. Since Twitter now displays full imagery that is shared to the feed instead of sticking to those pesky rectangular landscape layouts, it may be wise to repurpose content for the channel as opposed to creating custom content.

Brian Nowak of Morgan Stanley has written that marketers are planning to remove or decrease ad spends on Twitter in favor of services that offer better targeting, lower pricing, and greater reach. While it may not be necessary to pull the plug completely on Twitter, it is important to keep an eye on the stagnating active users. Be ready to shift some of your ad spend over to networks where you can target and deliver your ads with more control. 

One thing you probably shouldn’t change on Twitter is the type of support offered to customers. Twitter continues to be a hub for complaints and brand questions, and this isn’t going to slow down anytime soon. It’s much easier to type a quick 140 character complaint than to wait on hold on a hotline or to fill out an email form. Ensure that you staff a qualified community manager or customer service team member on this channel until more is revealed about Twitter’s fate.

While things aren’t looking good for Twitter, this isn’t to say they can’t turn around. The social media channel could pull out some great improvements over the coming quarter. Alternatively, they may find a buyer for the platform who will utilize it in new and exciting ways. However, with big names turning down the opportunity to buy Twitter, it is unclear when — let alone if — a buyout could occur. 

Likeable Media is a social media agency that is fast, smart, and likeable. Let us know what you think about the future of Twitter in the comments.