Ivan de Souza
May 19, 22 | 17 min read
Twitter marketing
Reading time: 14 minutes
Twitter is not the most used social network in Mexico, nor the one that attracts the most advertisers, nor the one with the most resources. But it is the social network that tracks events in real time, sets trends for other platforms and promotes great debates (and great discussions…).
Through its ups and downs throughout its history, Twitter has remained relevant in the Internet and Digital Marketing space for many years. And that is why brands still find it a valuable environment to market on Twitter and build connections with their audience .
In this article, we'll cover all the details of Twitter Marketing and how your brand can leverage the social network to get more results. Stay tuned and find out all about it!
What is Twitter?
What are the main advantages of Twitter over other social networks?
And the disadvantages?
How important is Twitter marketing?
What is Twitter used for in Digital Marketing?
How to do marketing on Twitter?
What to post on Twitter?
How to create Twitter ads? Is it worth it?
Twitter Analytics: How to Measure Success on Twitter
Examples of companies that stand out on Twitter
What is Twitter?
Twitter is a social networking platform that allows users to post content in the form of text, images and videos and interact with each other.
The platform's great advantage is that it limits posts to 280 characters (after increasing the initial 140 characters), which makes communication more dynamic than on other social networks.
Twitter is also known for being an ideal tajikistan email address platform for following events in real time . World Cup games, the Oscars on TV or national elections are moments that greatly influence the social network.
Likewise, any controversial topic gains a foothold on the platform—or emerges there. Despite the app’s character limitations, users often create threads, which allow them to discuss issues and spark long debates, ranging from explanations of the war in Ukraine to opinions on the nature of the soap opera.
For many people, social media serves as a town square where people gather to talk and discuss important — and sometimes not so important — issues. In this analogy, we can say that Twitter is the town square.
Twitter usage data in Mexico
Twitter is far from being the social network with the most users. In Mexico, the top of this ranking is occupied by Facebook, WhatsApp, YouTube and Instagram, while Twitter is a common platform for 39% of users, according to INEGI data reported in El Universal .
In 2022, Twitter reached the figure of 40 million Mexican users . As a comparison, Instagram has no less than 81 million users in the country. But these numbers matter little to Twitter users, which has perhaps one of the largest user audiences of all social networks.
According to data from Statista , Instagram users are predominantly young, between 18 and 34 years old (67.1%).
History of Twitter: key events that marked the social network
Twitter was one of the first social networks to emerge, in 2006. Initially it was categorized as a microblog, as it allowed for short posts about people's daily lives.
That year, Jack Dosey published the first tweet in history, when the platform was still called Twttr:
The initial idea was for Twitter to bring SMS messages to the web – hence the initial limit of 140 characters. It’s as if users were “singing” on the Internet – and hence the blue bird as a symbol of the social network. Today, many things have changed, such as the limit of 280 characters, as well as the use of images and videos in tweets.
The social network also popularized verbs like “tweet” or “whale hunting” (whenever the platform failed, a whale figure appeared on the error page), created web habits like the use of hashtags, and launched the careers of influencers who are still around today.
Marketing on Twitter
Trending topics—a list of the most talked-about topics on the social network—have become a benchmark for knowing which conversations are trending around the world or in your region.
However, throughout its history, there have been those who have declared the end of Twitter , given the growth of other social networks. However, although it is not as popular as other platforms, Twitter remains strong on the Internet.
Let's look at some more facts that marked this trajectory:
2006: Jack Dorsey, Evan Williams, Biz Stone and Noah Glass found Twitter. The site is launched in the United States in July of the same year.
2010: Twitter announces for the first time the number of registered users on the platform: 175 million.
2013: Twitter conducts its IPO (Initial Public Offering) and opens its operations on the New York Stock Exchange.
2017: The social network began testing the 280-character limit for tweets, which was definitively implemented in November of that year.
2020: The Fleets feature was created, which worked in the same way as Instagram Stories and expired in 24 hours. The feature was discontinued in 2021.
2021: Twitter Spaces is launched, allowing for live audio conversations, inspired by Clubhouse, which had been launched in 2020.
2022: Elon Musk, CEO of SpaceX and Tesla and the richest man in the world at the time, buys Twitter for US$44 billion.
