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The Breakdown: Twitter

Since its beginning in 2006, Twitter has played a definitive role in digital marketing. Its short life span has nothing on its impressive catalog of statistics, spurring millions of updates to improve user experience. Along with the birth of “#hashtags” and increasing the character limit to 280, twitter’s consistency in user growth, user dependency, and reliability as a platform itself has steadily shown success. Easily accessible to the masses, Twitter has made a name for itself as the place for celebrities, politicians, influencers, brands, and consumers to communicate freely— quick, immediate thoughts. The social media platform has played a strategical role in how brands and influencers talk to their audience; crafting marketing campaigns via Twitter is not only highly effective but could be extremely easy if done right.

In a study conducted by Hootesuite, 92% of the U.S. population is familiar with the platform even though they may not be an active user. Tweets are widely circulated through different mediums of social media, often by those who do not have active Twitter accounts making it a platform not to be overlooked. Though in the United States, only 22% of the population uses the platform actively, 80% of its active users live globally. Broadening your understanding of how audiences interact with Twitter over the world can assist in how you create a marketing strategy that achieves ROI and audience engagement and reach as beneficial as possible. 

The age breakdown: According to the Pew Research Center, of the 22% of the U.S. population that use Twitter actively, 38% are 18 to 29-year-olds, 26% are 30 to 49-year-olds, 17% are 50 to 64-year-olds, and 7% are 65+. Even globally, Statista explains that the millennial demographic still prevail on top. 9.6% active users are 13 to 17-year-olds, 24% are 18 to 24-year-olds, 29% are 25 to 34-year-olds, 23% are 35 to 49-year-olds and 15% are 50+. This is imperative to understand when aligning consumer’s needs with a brand’s marketing decisions. That said, while a younger demographic is highly active on Twitter, it should be known that Twitter is not their top social media platform.  

The gender breakdown: In addition, of the 22% of U.S. users, 24% were men and 21% were women. Yet, globally, only 31% of active users are women. However, when deconstructing by tweet volume— 65% of Twitter’s top 10% of users identify as women. 

The average watch time: Video content continues to play an integral role in social media; Hootesuite explains that people watch 2 billion videos per day on Twitter. And Statista breaks down reasons among U.S. users: 56% read the news, 42% view photos, 32% watch videos, 32% share content with others, 26% network, 20% share content one on one, 7% find products and services, 7% promote their business.

The usage statistics: It’s clear that the platform focuses on quality over quantity— focusing less on user growth and more on user engagement and experience. Almost 80% of Twitter usage happens on mobile, and 26% check the app several times daily. Twitter currently has about 330 million global active monthly users and 145 million active daily users. An active median Twitter user averages of 2 times per month while prolific users tweet 138 times per month. 80% of tweets come from the top 10% of Twitter users. 

The revenue statistics: According to TechCrunch, Twitter reports a revenue of $1.01 billion in their fourth quarter of 2019 mainly due to advertising sales. With 152 million in monetizable daily active users, Twitter is focusing on its algorithm to gear relevant and specific content towards users. Steadily increasing, their estimated revenue for 2020 may seem slight, but Dorsey— Twitter’s founder— promises user experience, functionality, and reliability will be prioritized above all else.

For brands, this means consistent interaction with consumers on a real-time basis and for consumers, this means expressing thoughts, satisfactions, and concerns with brands and services conveniently. Active Twitter users are drawn to brands that are inclusive, interactive, and transparent— this is an opportunity for brands to step up and create relationships with their consumers that can build ROI and reliable engagement reach over time. 

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