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In this Social Channel Selection for Revenue growth series, we are dissecting each major social channel to help you assess whether it is the best place to position your business to connect with customers and grow your revenue.




Time is at a premium for the average Entrepreneur, you need to be strategic about where you invest your resources whether that be time, money, or staff. Joining every available social channel is counterproductive and leveraging the wrong platform poorly can harm your brand reputation and image. Whether you run an Etsy Store, an e-commerce website, a service business, or all of the above, you need to be strategic about how you select your social channels.


Is Twitter the right social channel for my business?

Twitter is a powerful platform for short-form written content, with many creators succeeding in creating threads that drive huge engagement. Many Twitter users flock to the platform to read the news, participate in and follow discussions, learn about topics of interest and share views and opinions.


Age & Gender

  • 24% of men use Twitter

  • 21% of women use Twitter

  • 44% of 18–24-year-olds use Twitter

  • 31% of 25–30-year-olds use Twitter

  • 26% of 30–49-year-olds use Twitter

  • 17% of 50–64-year-olds use Twitter

  • 7% of 65+ year-olds use Twitter


Regional breakdown

  • 26% of those living in an urban area use Twitter

  • 22% of those living in a suburban area use Twitter

  • 13% of those living in a rural area use Twitter


Education & Income

  • 13% of those with high school education or less use Twitter

  • 24% of those with some college education use Twitter

  • 32% of those with more than college education use Twitter

  • 20% of those making less than $30k use Twitter

  • 20% of those making $30k–74,999 use Twitter

  • 31% of those making more than $75k use Twitter


Devices & Usage

  • Twitter was the 4th most-visited website in terms of traffic in October 2020 with 6.1 billion visits

  • Twitter users spend 11:14 minutes at a time on the platform

  • Users churn out 500 million tweets a day

  • 81% of the top 10% of Twitter users by post volume said they used Twitter at least once a day

  • 47% of the bottom 90%, who also use Twitter once a day

  • 80% of Twitter usage occurs on mobile





Source: (Sprout Social, Hootsuite Pew Research & CNBC.com).



What can Twitter do for my business?

  • Videos on Twitter can increase purchase intent by 34% and overall positive brand sentiment by 14%

  • 66% of large US companies (over 100 employees) use the platform for marketing purposes

  • 77% of users feel more positive about a brand if they respond directly to tweets

  • Brands tweet more than 100 times a month due to the cost-effectiveness of marketing via organic tweets

  • Brands win on Twitter by adopting cultural relevance winning over 47% of US Twitter users

  • 82% of Twitter users watch video content on the platform


Now that you've got some insight into Twitter, you should assess whether this works for your business. Think specifically about your audience and customer. Do the above demographics match up and does it sound like it can help you meet your specific business objectives.


And finally, how do I select an impactful channel?

  1. Narrow down which social channels you chose to be a part of, be selective about what channels serve your business best.

  2. Avoid copying competitors and peers using whatever channels they use.

  3. Play to your strengths and think about what channels you can create the best content for. If you're a great writer and your brand has a strong tone, perhaps you can leverage text-based posts on a word centred platform the best.

  4. Go strictly where your customers are, do proper market research (surveys, reports) to find out the truth around this, then prioritise the channels they are most active on.

  5. Don't simply join the most popular or trendy social channels, or the ones people seem to be talking about the most. Again, prioritise where your audience goes to be entertained, informed, shop, connect and learn.



 

Unsure about where to go from here?

Here at Superlative we've worked with hundreds of businesses, just like yours. We specialise in helping them to take their business online and generate more revenue than ever before. Speak to us about Consulting and coaching, Web design and Marketing Strategy services or try our Courses and Workbooks to empower you and your staff to generate more revenue than ever before.


We would love to hear from you, Get in touch.

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