Celebrities, journalists, influencers, and other trendsetters are some of the most engaging personalities on Twitter, and the amount of content they share and post on the platform makes them power users. Some brands on Twitter also run high-profile accounts that reach millions of followers, and tweets can have a high impact on brand perception. This means that developing content users want to share and retweet can go a long way in establishing strong connections with Twitter’s most engaged users and other potential customers. Power users are more likely to get consumers to share content, and are more trusted than intermittent sharers.
Twitter’s power users are helping to push the platform’s daily users higher, even as monthly active user (MAU) growth underwhelms. Twitter first started reporting daily active user (DAU) growth in Q3 2016, and the metric has been steadily accelerating since last year. In Q1 2017, DAU grew 14% year-over-year (YoY) versus 3% in Q1 2016. This will be an important metric to track — it is driven by the company’s most active users, making it the closest proxy for measuring user engagement.
While consumers are still most likely to share content they come across on Facebook, Twitter users should not be discounted as an unengaged audience. When asked which platform they’re most like to share content on, 17% of BI Intelligence’s Digital Trust survey respondents chose Twitter. However, when isolating for just users of Twitter, one-in-four prefer sharing content there, an eight-percentage-point increase. When doing the same exercise with users of other platforms, there is a similar increase, but not as large as the magnitude seen for Twitter users. This suggests that Twitter’s users are a bit more loyal than users of other platforms when it comes to sharing content.
To better leverage Twitter’s engaged base, brands need to develop more appealing content — like live video — that its users will be excited to share. Twitter is adding a ton more video content over the next few months, which could mean the platform is transforming from a place to share content and tweets into a media consumption engine. As a result, brands should reevaluate how they’re targeting and interacting with Twitter’s power users. For brands and advertisers, getting people to share content can help spread their marketing message more organically than ad targeting.
BI Intelligence’s Digital Trust survey examines consumers’ perception of major social platforms. It rates Facebook, YouTube, Instagram, Twitter, Snapchat, and LinkedIn on security, community, user experience, and content authenticity and shareability to help brands and marketers make informed decisions about what platforms to spend their marketing and branding dollars on. The full report will be available through BI Intelligence in May.
Check out more from BI Intelligence’s Digital Trust survey:
- Half of millennials think YouTube has the most annoying ads
- People don't trust YouTube, but they can't look away
- Snapchat tops Facebook and Twitter for online privacy
- Millennials are still most likely to share content on Facebook
- YouTube scores higher with older age groups than millennials
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Celebrities, journalists, influencers, and other trendsetters are some of the most engaging personalities on Twitter, and the amount of content they share and post on the platform makes them power users. Some brands on Twitter also run high-profile accounts that reach millions of followers, and tweets can have a high impact on brand perception. This means that developing content users want to share and retweet can go a long way in establishing strong connections with Twitter’s most engaged users and other potential customers. Power users are more likely to get consumers to share content, and are more trusted than intermittent sharers. Read Full Story
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