Navigating the latest changes on Twitter/X
Ruth Green
Twitter has recently undergone significant changes that can have a substantial impact on how businesses use the platform for marketing and engagement. We explore what this means for your business and how to utilise the platform.
Twitter has long been a staple in social media, providing a platform for concise communication and sharing thoughts, news, and trends in real-time. But much has changed since Elon Musk acquired the social media company officially in October 2022.
Changes to the social media platform include introducing a paid subscription model, implementing character limitations and extensions, and most notably, rebranding to 'X', which led to the departure of the famous Twitter bird.
While many users may be questioning their future with the platform and its longevity due to Musk's erratic decision-making, Linda Yaccarino, the newly appointed CEO of Twitter, believes the platform will evolve beyond Twitter's legacy.
What are the benefits of using X?
The rebranding also has substantial implications for businesses leveraging X for marketing and communication purposes:
Richer brand storytelling: With an increased emphasis on multimedia content, businesses can tell their brand stories in more compelling ways. Videos, visual graphics, and interactive content can help create stronger connections with the audience.
Targeted reach: X offers more advanced targeting options for ads, enabling businesses to reach the most relevant audiences. This means better ROI on advertising efforts and more meaningful interactions.
Enhanced customer service: The improved conversation tracking features allow businesses to engage in more seamless customer service interactions. The ability to follow and respond to customer inquiries over evolving conversations can lead to higher customer satisfaction.
Data-driven insights: The rebranded platform comes with more comprehensive analytics tools, providing businesses with deeper insights into user behaviour, preferences, and trends. This data can be instrumental in refining marketing strategies.
Spaces: Spaces is an audio chat feature that has taken virtual conversations to a new level. Businesses can use Spaces to host live audio discussions, product launches, Q&A sessions, and more. This interactive medium allows brands to connect with their audience in a more personal and engaging manner, creating a sense of community and authenticity.
Monetisation opportunities: X has introduced various monetisation features, such as Super Follows, where users can pay for exclusive content, and Tip Jar, allowing users to support their favourite accounts financially.. Businesses can explore these features to generate additional revenue streams and build stronger connections with their most dedicated followers.
Engagement and Customer Service: X remains a platform for real-time engagement and customer service. With the changes in mind, businesses should actively monitor mentions, respond promptly to inquiries, and participate in relevant conversations to foster positive relationships with customers.
What does the future look like for X?
Looking ahead to the future, Musk has expressed his aim to transform Twitter into a "one-stop-shop" for finance and social media - similar to China's WeChat, an app that offers a multitude of services, including user reviews, group shopping, paying bills and instant messaging.
Twitter's recent changes offer businesses new opportunities to connect with their audience, showcase their brand personality, and drive engagement. By embracing features like Spaces, adapting to algorithm changes, and maintaining a strong focus on privacy and customer service, businesses can position themselves for success in the evolving Twitter landscape.
