So content marketing doesn’t matter anymore now that Twitter has dedicated itself to serving you ads.
The new service is aimed at grouping all the tweets and retweets into a cohesive page for everyone to see and click the buy button in the process. In other words, all the details of the product is there within Twitter and there is no need for hot linking that to a separate entity like a Facebook page or microsite.
Retail Fatigue Personified
It is relatively easy to build this up but what I must warn you of these days is retail fatigue and User Experience (UX) issue. For me at least, Facebook adverts are getting more intrusive but for others, they can tolerate it. Tumblr has transitioned to this mode as well and so did Instagram. Paid advertising is the way to go when you got the eyeballs.
So what is your content worth these days?
Online retail fatigue is when you get tired of these adverts popping up on your newsfeed and with it, you get tired and give up on it altogether.
True. There are two groups of people, those who are out shopping and those who do not know what they want but are willing to buy something. But that generalization can’t be applied to everyone who surfs the Internet can you?
Where is the old fashion community building tools? Is that dead too now that Twitter has advertising pages which you can land on?
Twitter Users can react in the most Unkind Way
Here is something brand PR has to prepare for. Your preferred hashtag can be hijacked just like what happened to NY Police Department.
There are so many Twitter fail campaigns when it comes to using hashtags. Users will retweet and tweet your preferred hashtag and along with it comes the political and environmental messages. The same can be said for someone out to hijack ot sully your brand by associating it with fictional claims. Would you have time to fight the fire when it starts?
Makes me wonder if the PR agencies of the world are willing to vet the hashtag streams 24/7. I am sure they will….for a price.
So before you write that cheque for a Twitter only campaign, which promises to convert your tweets to direct sales, remember that your competitors can send out their own team to haunt you. In the book of dirty tactics, there is no such thing as fair play.
Any sort of direct promotional effort on Twitter will be out of your control when the negative viral impact becomes apparent.
How Twitter is following in the footsteps of Weibo
To avert any further disasters on its stock price, Twitter is following China’s Weibo to get ahead in the social network business.
Weibo’s micropages has been hijacked by Twitter for adverts and buy conversions while rich media, from GIFs, short videos and live streaming are already in place to the next wave of content sharing. Copying these innovations is hardly new, after all, if the Chinese can steal design concepts from Apple, why can’t Twitter steal content concepts from Weibo?
Twitter has much to fear from its Chinese rivals if it doesn’t evolve. Stock price aside, Twitter has to garner much more active users who seem to be flock to other social platforms like Pinterest and Instagram. In terms of real user growth, the rest of the world isn’t entirely sold on Twitter alone.
For me, the biggest let down is really the Twitter Mobile App.
The landing page when you land on is your newsfeed. I just want to see my profile page to know that I have landed in the right page but you don’t get that.. If Twitter copied the user interface for FB, it makes a whole better sense.
Twitter is more of a mobile platform than one that works on desktop PCs.
All they have to do is to make package the UX of the desktop web version into a mobile app. For example, trending stories don’t show up on your mobile newsfeed page unless you use the desktop browser version. Why can’t they have a left to right or right to left swiping gesture to implement these content feeds? Like swipe left to retweet…?
The user experience matters and it’s not about having more promoted tweets or ads because as long as people are not actively tweeting on this network, they are definitely spending time post to some other social platform.