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20 Best Webinar Software Platforms of 2022

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20 Best Webinar Software Platforms of 2022

If you’re looking to attract highly engaged leads, interact with your audience, get real-time feedback, and capitalize on exciting guest speakers, then you could benefit from webinar software.

In a blind test run by the team at Business2Community, it was discovered that live webinars got 2.3x the number of registrants than an on-demand video, and had 23% more.

In addition, live attendants were also more attentive as participants viewed an average of 80% of the live webinar content. That type of turnout can aid your business in lead generation and more conversions if they’re immersed in what you have to say.

To better engage with your audience and meet your marketing objectives, you have to choose the best software to host your webinars. In this post, we’ve listed our favorite webinar software platforms. If you’re in a pinch, we’ve divided them by category for easy research.

Best Webinar Software for Marketers

1. WebinarNinja

best webinar software for marketers: webinarninja

Optimizing for the customer journey is crucial and WebinarNinja knows it. The team of WebinarNinja focused Its tool development on making it easy to track and customize according to a prospect’s position in the funnel. We love how this platform:

  • Integrates with CRMs like HubSpot so you can easily track your leads.
  • It offers a gated landing page option to charge for events, which is an excellent option for hosting online conferences or other high-value content alongside regular webinar programming.
  • Provides more targeted, customized tracking with a Facebook Ad tracking pixel on webinar attendees.

2. WorkCast

best webinar software for marketers: workcast

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As the webinar platform that brands itself as “created for marketers,” WorkCast is simple to use and has many helpful features. Whether you’re offering live or on-demand webinars, creating evergreen content, or a combination of all three, WorkCast has your back with:

  • Integrations with all of the most popular CRMs, including HubSpot, so you can track your leads and follow up automatically.
  • No downloads or plugins are required to host, attend, or present at webinars.
  • The option for simulative webinars uses pre-recorded video combined with a live Q&A session or presentation.
  • All of the benefits of viewer engagement, without the stress of organizing a live webinar.

3. LiveWebinar

best webinar software for marketers: livewebinar

When you’re looking for a powerful webinar platform, LiveWebinar is one of the most versatile options available on the market today. Whether you’re someone who regularly hosts webinars, a teacher, a recruiter, or anyone else who can make use of an online communication tool, LiveWebinar can be a good option for you.

The platform works right from your browser and is free from plugins or downloads. It works on all major browsers, as well as mobile devices.

LiveWebinar is reliable and has been proven in action time and again. Here are some of the platform’s key features:

  • Customize the logo and background, ads banner, and the colors of windows and fonts to create a room that reflects your brand fully.
  • Use the whiteboard and screen sharing features to illustrate your ideas, or use features like polls & tests, and breakout rooms to start discussions.
  • Integrate the marketing, education, or email tools that you use daily, such as MailChimp, Zapier, Integromat, HeySummit, and plenty more.

4. Demio

best webinar software for marketers: demio

Demio is a great webinar platform for both PC and mobile devices with a sleek design and intuitive user interface. It’s an effective live video tool for marketers looking to host live or automated events that can assist in lead and demand generation goals. Our favorite features are:

  • Material sharing like slides and videos can be done on the platform while streaming.
  • The ability to give attendees permission to use their microphones and webcams for a more interactive experience.
  • Poll presentations, handouts, and call to action on the platform to further engage your audience.

Best Webinar Software for Small Businesses

5. WebinarGeek

best webinar software for marketers: webinargeek

An easy-to-use platform that provides live, on-demand, and hybrid webinar features. With Its smart marketing features, you’ll be able to attract viewers and convert them to customers within the same platform. Priced reasonably for small businesses, WebinarGeek has several great tools, including;

  • No downloads are required for your audience, which makes it easy for non-tech audiences to attend.
  • Create your webinar channel to showcase all your on-demand and future webinars in one place.
  • Highly rated customer support (9.8/10 on G2) that will help you set up and deliver seamless webinars.

6. Accelevents

best webinar software for marketers: accelevents

Accelevents is a virtual event platform that’s easy to use and truly moves the needle. This platform can help you build and manage online events that engage, make an impact, and drive growth for your small business. Outstanding features include:

  • Live streaming that can support over 100,000 attendees.
  • Community building opportunities with the ability to enact breakout sessions.
  • In-depth analytics reporting on engagement insights and lead reports.

7. WebinarJam

best webinar software for marketers: webinarjam

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Marrying a simple interface with comprehensive tools makes WebinarJam an easy favorite for small businesses looking to run live webinars, even on the go. We love Its:

  • Customizable templates, such as waiting room graphics and emails, for an on-brand experience.
  • Ability to add up to six co-presenters, making it easy to produce a collaborative and high-value presentation. You can even inject pre-recorded video for additional presentation options.
  • Automatic recording function, which makes it easy to follow up with registrants who missed the live recording.

Best Webinar Tools for Training and Classroom Sessions

8. ClickMeeting

best webinar tools for training and classroom sessions: clickmeeting

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ClickMeeting offers webinars and video conferencing in one tool. Schedule meetings or webinars easily, and scale your webinar program with ClickMeeting’s 5000 attendance capacity.

ClickMeeting is particularly useful for running training and classroom-style presentations because of its:

  • Customizable waiting rooms with agenda layouts, file delivery, and presenter information.
  • Full suite of webinar tools including additional rooms, whiteboards, and polls.
  • Ability to join and deliver webinars on the go with the ClickMeeting mobile apps.

9. Loom

best webinar tools for training and classroom sessions: loom

Loom is a screen recording software platform that allows users to share webinars, instructional videos, and other presentations to audiences asynchronously. Trusted by over 14 million people, some favorited features include:

  • Speakers can record both their screens and webcams for a more intimate experience.
  • While asynchronous, recipients can use emoji reactions, time-stamped comments, and interactive features to respond to videos and keep your team connected.
  • Easy access to Loom recordings without logins or passwords, recipients can access your recordings with a link.

10. Adobe Connect

best webinar tools for training and classroom sessions: adobe connect

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Adobe Connect is ideal for guided training and seminars where you need to “set the stage” for your audience. Its classroom tools enable students to work together effectively. You can also:

  • Create breakout sessions, whiteboards, and teaching aids to help you deliver your message effectively.
  • Set up multiple “topic chats” to keep discussions on track.
  • Read your audience’s digital body language with advanced analytics to help you improve your delivery.

Best Free Webinar Software

11. Zoom

best free webinar software: Zoom

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While many of us may have used Zoom for meetings, it’s also a great choice for webinars.

Because so many people are familiar with Zoom, hosts, and attendees both find it easy to use. Plus, if you’re on a tight budget, you can use Zoom’s video conferencing platform for small, free webinars (up to 100 participants).

Some of the benefits of Zoom include:

  • Keeping the focus on the presenter’s video, rather than slides, makes for more human interaction.
  • Leveraging virtual backgrounds, studio effects, and background noise suppression.
  • Dedicated live event support, including monitoring and moderation.

12. Freeconferencecall.com

best free webinar software: freeconferencecall.com

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One of the only wholly free webinar platforms, Freeconferencecall.com is still a powerful solution. It’s completely browser-based (which means no downloads for you or your guests), and:

  • Offers one-click recording so you never miss out on saving your webinar.
  • Has screen- and file-sharing capabilities so you can share your presentation materials effectively.
  • Allows you to host up to 1000 guests.

13. Zoho Meeting

best free webinar software: Zoho meeting

Zoho Meeting is a free online meeting platform that allows you to hold online meetings with real-time audio, video, and screen sharing at zero costs. Some features unique to ZoHo include:

  • Secure moderator controls like the ability to lock meetings, seamlessly switch presenters and properly hand control of screen presentation options to different collaborators.
  • Offers online and dial-in attendance for people with different devices or mediums.
  • Co-branding in meeting invites and reminders for attendees to see.

Best Live Webinar Software

14. Zuddl

best live webinar software: zuddl

Zuddl is a live webinar platform like no other. With its software, your audience can feel like they’re walking into a virtual convention with unique widgets, hotspots, buttons, and iFrames to create an experience just like a physical event. Along with these capabilities, other standout features include:

  • Zuddl’s inbuilt ticketing and email tools let you create customized registration pages and disburse paid or unpaid event passes through automated emails.
  • Android and iOS-based mobile apps that help attendees join the event while being on the move.
  • 50+ pre-built 3D themes for more intuitive sessions to better serve the purpose of your webinars.

15. Riverside

best live webinar software: riverside

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For businesses looking to engage wide audiences in real-time, Riverside is a wonderful resource. This remote platform doesn’t skimp on quality, in fact, it offers users clear and uncompressed audio and supports up to 4K video resolution. What we like most about it is:

  • Users can simultaneously stream webinars on other channels like YouTube, LinkedIn, and more.
  • Live audience members can chime in or leave feedback during broadcasts.
  • You can hold dynamic discussions with up to eight participants.

16. On24

best live webinar software: on24

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On24 is the enterprise platform that does it all, as noted in Its positive reviews on G2: “We had a wide variety of needs for a service like this — internal training, external publications, panel forums, expert-led seminars, and more. We felt that ON24 checked every box.”

On24 specializes in live broadcasts and has a host of features designed to increase customer engagement with your video presentations. We love Its:

  • Enterprise-level streaming quality. They’re built for big events that need to stream smoothly.
  • Engagement analytics that integrate with your business intelligence platforms for better audience segmentation.
  • Engagement hub that stores past webinars for an “always-on” experience.

17. BigMarker

best live webinar software: bigmarker

BigMarker is the world’s most customizable platform for webinars and virtual events. This browser-based platform is easy to access for audience members, with no downloading needed and has extensive third-party app integrations.

  • Engage with up to 10,000 audience members in one webinar.
  • No limits to the number of presenters in a discussion.
  • Includes the tools you need to promote your content, monetize your webinars, and measure everything to grow your audience

18. Jumbo

best live webinar software: jumbo

Jumbo is a newer webinar software platform that simplifies the live-streaming process. Made to be compatible for PC and mobile devices, it provides a no-fuss webinar service that customers can enjoy with features such as:

  • White label formatting to let your brand be the main focus of any webinar.
  • Interactive features such as live chat, breakout sessions, polls, trivia, and user profiles help your audience engage deeper with your content.
  • Intuitive user interface that is easy to use, even for those who aren’t tech-savvy.

19. GoToWebinar

best live webinar software: gotowebinar

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A best-in-class option that makes running a live webinar feel positively smooth. Equipped with the greatest hits of live webinar management like engagement tools, automatic recording, and excellent integrations, GoToWebinar goes the final mile by offering:

  • 24/7 customer service, which is essential in times of live webinar panic.
  • Source tracking to help determine the most effective sign-up strategies.
  • Truly excellent analytics that allows you to keep iterating and improving.

20. Webinar.net

best live webinar software: webinar.net

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This is an easy-to-use webinar platform that looks good. Webinar.net might be one of the newest platforms on the market, but they’re starting strong with a 4.7 out of 5 stars rating on G2. Its customers love them because:

  • They’re browser-based, so there are no downloads required for presenters or attendees.
  • You can upload a background template and pick your colors and font so that your webinar matches your company’s branding.
  • Broadcasts can be launched in under 60 seconds with Its five-step wizard.

Host Your Webinars in the Best Platform for You

There are so many different webinar platforms available to help you reach your audience. Choosing the right one for your needs depends on your budget and your goals, so we hope you found the one you were looking for with the help of this post.

Editor’s note: This article was originally published in April 2021 and has been updated for comprehensiveness.

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How to optimize your online forms and checkouts

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How to optimize your online forms and checkouts



Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?

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About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.


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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.

Conclusion

If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?

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Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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