Twitter’s initial launch revolutionized social media. The real-time conversation spurred national conversations, fed national cultural movements, generated news stories, gave people access to places that regular journalists were barred from, and so much more. A decade later Twitter’s stagnating growth is causing social media experts to question the platform’s place in a changing content marketing world.
Twitter by the Numbers
Twitter annual growth rose 20% year-over-year to 1.8 billion in the first three quarters of 2016. During the same time frame, double-digit growth in advertising and data licensing revenue reduced net loss $290 million. Unfortunately, those numbers have done little to reassure investors concerned about Twitter’s struggle to maintain user activity. Its stock is down 22% in the last year and the company has lost more than 70% of its value since its peak in January 2014 . Reduced ad revenues led to Twitter reducing its workforce by 9% this year.
Twitter measures its usage by monthly active users (MAU) and daily active users (DAU). Growth in both metrics has been under 10%, with MAU growing just 3.3% year-over-year in the third quarter of 2016. DAU did grow slowly quarter-by-quarter, ending with 7% growth in the wake of a contentious election year.
Too little too late?
The announcement of Twitter Live adds the network to the list of others social giants introducing live streaming options to attract new users. However its announcement comes after Instagram Stories and Facebook Live launched, making it a latecomer to the broadcasting party. Tardy or not, Twitter is doubling down on its streaming potential. It's landed several live streaming deals with Bloomberg TV, the National Football League, National Basketball Association, and other American sporting organizations. These deals, plus the completion of its Periscope integration, are designed to attract more advertisers and increase user engagement.
Twitter and Commercial Real Estate
Despite hints of a decline, Twitter remains a powerful content marketing tool in commercial real estate. It's how companies share ideas and articles related to the industry and support a brand's overall presence. Twitter is unique in its ability to host real-time conversations that provide commercial real estate professionals instant feedback on their products and services. Twitter remains popular with businesses for that reason. The additional capability to add images, video, and live streaming enhance the message delivered to the audience.
The Future of Twitter and CRE
Twitter users should pay attention to the company's developments in 2017. The impact of Twitter Live is too new to ascertain if it's enough increase user engagement. CRE professionals using Twitter as part of their content marketing strategy should continue applying best practices and pay attention to their metrics. Track where your audience is living to determine the platforms you focus on the maximum impact.