Complete Marketing Strategy of Twitter – Explained

Quick Read

 

The marketing strategy of Twitter (now called X) involves all the activities that are undertaken by the company to promote its business, create brand awareness and connect with prospective customers. One should analyse their competitors, create their strategy and set measurable goals before developing their strategy.

Twitter (now called X) is a free service that connects people, viewpoints, ideas, and information from all around the world. Publicly traded interaction and sharing with other Twitter users are some of the best features of the service. Individuals and corporations can engage in dialogues with their followers by sharing links, photographs, and videos.

In today’s Twitter case study, we will talk about the marketing strategy of the company including its campaign, marketing mix, and many more. 

About Twitter

 

Established in 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams, Twitter operates as a microblogging and social networking service. Its core mission is to empower individuals to instantly create and share ideas and information without limitations. Twitter is known for its real-time updates and has become a key player in global communication and information dissemination.

Twitter is a free microblogging platform and social networking site that allows users to send and receive 140-character messages known as ’ tweets.’ Users who have registered can send tweets and follow other users.

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Marketing on Twitter – What’s New With the Brand? 

Before discovering the marketing strategies of Twitter, let’s first explore recent interesting developments related to Twitter:

• As of 2023, Twitter has over 353 million monthly active users【source: Statista】.
• The company’s Annual revenue for 2022 was approximately $5.08 billion【source: Twitter Annual Report 2022】.
• Twitter’s advertising revenue accounted for 89% of its total revenue in 2022【source: Twitter Investor Relations】.

Business News

Twitter has announced plans to introduce a new subscription service, ‘Twitter Blue,’ offering premium features such as undo tweets, bookmark folders, and customisable app icons.

Product Launch

In early 2023, Twitter launched ‘Spaces,’ an audio conversation feature similar to Clubhouse, allowing users to host and join live audio discussions.

Twitter Marketing Strategy News

Twitter launched the ‘What’s Happening’ campaign, emphasising the platform’s role in real-time news and conversations, and showcasing trending topics from around the world.

Celebrity News

Elon Musk, a prominent Twitter user, made headlines with his frequent and influential tweets about cryptocurrency and technology trends, impacting market movements and public discourse.

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Twitter Marketing Strategy – Marketing Mix 

 

Here’s a list of 4 main components that are employed in Twitter’s growth strategy:

1. Product Mix

The site itself, where people may promote their ideas, ideologies, and products, is, of course, the major product that Twitter gives its users. The platform is technologically modern and responsive, making it simple to use and navigate. 

Twitter also has several additional products, including an iPhone app called Twitter Music. Other products can be found in a variety of the company’s apps, including MoPub and Trendrr, among others. Unless the sender restricts their communications to their followers exclusively, tweets can be sent and are publicly available. Individual messages can be forwarded or re-tweeted using desktops, tablets, or smartphones.

2. Price Mix

Advertisement revenue accounts for more than 85% of the company’s total revenue. The organisation can generate cash by utilising promoted tweets, promoted trends, and promoted accounts. It sells sponsored tweets for approximately 50 cents each, plus $2 for each engagement. Promoted accounts, on the other hand, cost $2.50, with an additional $4 price for each new follower. Promoted trends are more expensive, costing up to $200,000 a day. Twitter also uses data licensing as a means of generating cash.

3. Place Mix

It has made a mark in every country it has visited, including China and Korea. There are no barriers; anyone sitting in any corner of the world can tweet about anything that is going on anywhere in the world, and with our enormous efforts to reach other planets, one may even tweet about other planets. Because of its omniscient (possessing infinite knowledge) nature, it has attracted prime ministers and presidents from practically every country, who frequently use tweets to assist individuals.

4. Promotion Mix

Twitter has created a body that prevents people from exploiting Twitter by ensuring that no vulgarity is included in the content that users upload.As a result, Twitter ensures that its existing users are not harmed by enforcing strict promotional restrictions that primarily aid the company’s growth and development, and with these rules in place, Twitter is nearly self-promotional.

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Marketing on Twitter – Buyer Persona

Twitter creates a profile of its typical customer (buyer persona). This table shows their lifestyle, the challenges they face, and what makes them pick Twitter.

 

After studying the characteristics of its target audience, Twitter can create engaging content on social and political topics on its platform as well as on other platforms like Instagram and Facebook. For marketers looking to understand and engage with diverse social media audiences, exploring digital marketing courses in faridabad could provide valuable insights and strategies.

Now that you have Twitter’s buyer persona, let’s now dive into Twitter’s marketing strategy

 

Marketing Strategy of Twitter

 

Twitter employs various marketing strategies to maintain its relevance and growth. These include leveraging user-generated content, promoting trending topics, and investing in new features. The What’s Happening campaign was one of the latest Twitter marketing tactics that highlighted the platform’s role in real-time conversations, enhancing user engagement and attracting new users.

Campaign Analysis: The ‘What’s Happening’ campaign successfully reinforces Twitter’s position as a go-to source for real-time news and discussions, encouraging users to stay engaged and informed.

Like any other social media plan, a Twitter marketing strategy also revolves around the material you generate, publish, and distribute to engage your followers. Twitter is one of the most trending and important social media platforms out there to share useful information very fast and efficiently. You can often see tweets of celebrities, politicians, and famous personalities on news channels.

It is a microblogging platform that allows you to create posts up to 140 characters which are called tweets, it also allows you to repost a tweet which is known as a retweet. You can also connect with people all over the world which enables you to share your thoughts and ideas with a large audience.

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So there was some information about how people generally make use of Twitter, now let’s dive into the marketing strategy of Twitter.

You will be shocked to know that the users of Twitter have done more marketing for the company than the company itself. You generally see tweets on so many other social media platforms.

Other than that you see tweets of famous personalities on the news channels that give Twitter extensive and free media coverage. 

Ad Campaigns

Initially, people were very confused about what made the company stand out from other social media platforms. To better establish itself, the brand put out an ad that highlighted their brand values and unique attributes. They positioned themselves as a one-of-a-kind platform with news ranging from big events to local events that can be shared along with the Live Commentary. They also had headlines like ‘What is happening in the world?’ 

They rolled out a TV Commercial that was aired during the World Series and gave references towards how people can follow the updates about their favourite sport that included both, texts and multimedia like GIFs. However, the company failed to capture the user’s attention because the spot was hectic and very fast-paced which didn’t allow the audience to process the images in front of them before a new clip appeared. The ad aimed to break the misconception that Twitter is just another platform for sharing updates with friends and family, or a place where constant tweeting is mandatory.

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Are Other Brands Marketing for Twitter?

Remember that viral tweet that had everyone buzzing? It turns out, that kind of lightning-fast spread is exactly what brands are after. Twitter has become a launchpad, a platform where brands strategically ignite interest and awareness for new campaigns – not just product releases or movie premieres, but anything that piques the public’s curiosity.

This two-way street benefits everyone. The excitement generated by brands on Twitter fuels user growth, fostering a vibrant community where conversations flow freely. Brands can directly engage with their audience, building loyalty and keeping customers coming back for more. Plus, Twitter’s format makes content creation a breeze – a quick tweet is all it takes to connect with millions.

In essence, brands are Twitter’s biggest cheerleaders, leveraging the platform’s unique features for free promotion. Twitter, in turn, has become the ultimate real-time focus group, offering brands invaluable insights into what resonates with their audience. It’s a win-win for everyone involved, and a testament to the power of connection in today’s digital age.

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Twitter Marketing Strategy – What Does Twitter Do to Earn Revenue?

About 86% of Twitter’s revenue is earned through advertisements. There are many companies out there trying to make this type of business model successful but very few companies like Twitter and Uber have been successful until now. Some of its advertising examples are Promotional Tweets, Promotional Trends, and data licensing revenue. 

 

Promotional Tweets

Twitter itself is a promotional hemisphere for brands and businesses alike. Here, the tweets allow users to receive help from these companies to reach out to potential customers and expand. Users are exposed to different tweets on their feeds. But thanks to the verified handles, they can confirm the originality of brands and are more receptive.

Promoted Accounts

Promoted accounts, especially those that are verified enable users to trust and access their promotional tweets and follow them. The more followers they get, the more fame they get. This drives the viral element and allows Twitter to become a marketing business entity and one of its kind.

Promoted Trends

Everything that trends, whether it be entertainment, politics or business enters into the hashtag section of Twitter. The more the users react to the hashtags, the more they will be receptive to the service being received. Every user wants to be updated and on top of their own game. 

Data Licensing Revenue

One is by handing out data licenses and products that authorise their partners to search and approach historical and real-time data on their platform and analyse them accordingly. Their analysis also includes which data comprises Public Tweets of Public Accounts. The second method is using their MoPub exchange (Mobile advertising exchange owned by Twitter) to come up with mobile advertising exchange services. Twitter’s data partners work for a fixed period when buying data licenses to provide access to all or a part of their data.

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Digital Marketing Strategies of Twitter

Here’s a list of components that are integrated with Twitter’s advertising strategy:

 

SEO Strategy: Twitter optimises its platform with relevant hashtags, trending topics, and engaging content to improve search engine rankings and attract more users.

SMM Strategy: Twitter actively engages with users by promoting trending topics, retweeting popular content, and encouraging public participation in conversations.

E-commerce Strategy: While Twitter is not a traditional e-commerce platform, it supports businesses by offering advertising solutions that drive traffic and sales through promoted tweets and targeted ads.

Mobile App: The Twitter mobile app provides a seamless experience for real-time updates, live audio conversations, and instant interactions with other users.

Influencer Marketing Strategy: Collaborating with influencers and celebrities, Twitter leverages their reach to promote the platform’s features and trending topics, enhancing its visibility and user engagement.

Now that you have an understanding of how digital marketing on Twitter is performed, let’s learn about some of the campaigns adopted by this campaign.

You might also want to check out the marketing strategy of MC Donalds.

 

Twitter Marketing Case Study – Marketing and Advertising Campaigns

One of the most notable Twitter marketing tactics is the ‘Love Twitter’ campaign, which features user-generated content highlighting why people love the platform. This campaign boosted user engagement and showcased the diverse ways people use Twitter to connect, share, and discover new information.

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Top Competitors That Influence Twitter’s Marketing Strategy

Twitter’s business strategy is also formulated by studying its top competitors which are:

• Facebook: A major social media platform with extensive features for personal and business use.
• Instagram: Known for its visual content and stories, appealing to a younger demographic.
• TikTok: A rapidly growing platform focused on short-form video content and viral trends.
• Snapchat: Popular for its disappearing messages and creative filters, attracting a younger audience.
• LinkedIn: A professional networking platform with a focus on career development and business connections.

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Twitter Marketing Strategy – Failed Campaigns

Issue: Fleets, a feature similar to Instagram Stories, failed to gain traction with Twitter users who preferred the platform’s traditional tweeting format.

Backlash: Users criticised Fleets for being unnecessary and cluttering the user interface, leading to limited adoption and engagement.

Response: Twitter discontinued Fleets in 2021, focusing instead on enhancing core features like Spaces and improving user experience with existing tools.

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After understanding how Twitter’s marketing tactics can fail, let us now learn about the marketing mix adopted by the company.

 

Conclusion

Twitter’s story is a fascinating one. Unlike most social media platforms, the company didn’t rely on flashy ad campaigns to take flight. Instead, they cultivated a powerful community that became its own marketing machine.

Imagine a global network of brands, celebrities, and everyday users tweeting, retweeting, and sparking conversations. This organic buzz, fueled by the platform’s innovative features, propelled Twitter to new heights.

Sure, some of their ad campaigns might have missed the mark. But Twitter understood the power of community-driven marketing. By empowering users to share their voices and connect, they created a platform that marketed itself.

So, the next time you scroll through your Twitter feed, remember – you’re not just witnessing conversations, you’re experiencing a unique marketing success story in action.

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