by Kaila Szafranski on Nov 23, 2022
• 3-minute read
Somewhere between your morning coffee scroll and evening news peruse, you’ve probably come across a headline (or 10) about Twitter. And like many other marketers, you may be feeling a little uncertain and lost in the social media sea. But you’re not alone. Keep reading for a Twitter status update and some next-step tips that just may be a life raft.
The Background
While it seems like Elon Musk’s acquisition of Twitter happened overnight, it’s actually been in the works for the last year. In January 2022, Musk began purchasing shares of the social media platform, adding up to a 9% stake in the company by the beginning of April. Twitter then offered Musk a seat on the board, which he refused. Instead, he made an offer to buy the company. Toward the end of April, Twitter accepted Musk’s purchase offer of $44 billion. After months of back-and-forth, holds and temporary cancellations, Musk officially bought the social media site on Oct. 27.
The Current Rundown
Since Musk’s procurement of Twitter, he’s posed two major changes to the platform that have garnered a significant amount of media coverage. First, Musk wants to loosen content restrictions in hopes of transforming Twitter into a free-speech-centered platform. Second, he has mentioned a new verification process requiring users to pay a monthly subscription fee to maintain a blue check mark status, creating the potential for an increase in fake accounts. While we do not have official word on where these concepts will land (and we probably won’t for some time), they are something that advertisers, users and content creators should keep an eye on.
Moving Forward
So, what does all this mean for advertisers? Like any other social media site, Twitter is ever-changing, making it even more paramount for marketers to stay up to date on new developments. Select the news sources that you trust the most and stick to their updates to avoid murky waters. It’s also important to constantly evaluate your digital marketing mix and adjust campaigns as you see fit. For example, when we learned of an increase in bot traffic on Twitter, Güd Marketing paused all paid advertising campaigns on the platform and shifted budget elsewhere to ensure the highest return on investment. However, we are continuing to use the site organically as we monitor the situation and overall performance. If Twitter weathers this storm and remains a key social media player, we hope to utilize it again for paid advertising.
Only time will tell what becomes of Twitter, but one thing we know for sure is that the platform is in limbo. As you move forward in these uncharted waters, remember that what’s best for one digital marketer may not be what’s best for another. You must decide what value Twitter brings to you or your clients and then set sail from there.
At Güd Marketing, we pride ourselves on staying ahead of the social media curve. If you have questions about where Twitter fits into your current marketing mix, give us a call at 517-267-9800 or send us a message and we’d be happy to help.
Kaila Szafranski
Digital Media Specialist
Musical theater enthusiast, reality TV junkie, astrology lover, WMU alum
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