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25 of the Best Website Homepage Design Examples

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25 of the Best Website Homepage Design Examples

You never get a second chance to make a first impression. That’s why you need thoughtful homepage design.

When designing your site, think of your homepage as a virtual front door. If a new visitor doesn’t like what they see, their knee-jerk reaction is to hit the “back” button.

So, what makes a website’s homepage design brilliant instead of bland? In this post, you’ll learn the ins and outs of home page design. Then, you can see sites that put these best practices to work.

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Homepage Design Best Practices

All of the homepage designs shown here combine the following elements. Not every page is perfect, but the best website designs get many of these elements right.

1. The design clearly answers who you are, what you do, and how visitors can engage with your site.

If you’re a well-known brand or company (i.e., Coca-Cola), you can get away with not having to describe who you are and what you do. However, most businesses still need to answer these questions so that each visitor knows they’re in the right place.

Steven Krugg sums it up best in his bestselling book, Don’t Make Me Think: If visitors can’t identify what it is you do within seconds, they won’t stick around long.

2. The design resonates with the target audience.

A homepage needs to be narrowly focused — speaking to the right people in their language. The best homepages avoid corporate jargon and eliminate fluff.

3. The design communicates a compelling value proposition.

When a visitor arrives on your homepage, your design needs to compel them to stick around. Therefore, the homepage is the best place to nail your value proposition so prospects choose to stay on your website.

4. The design is optimized for multiple devices.

Mobile devices accounted for 65.85% of global traffic in October 2022. So clearly, your website needs to be mobile-friendly if you want to attract a significant share of the online market.

A mobile-friendly website is easy to navigate. Avoid “flashy” objects that get in the way of browsing. That includes flash banners, animations, pop-ups, and other unnecessary elements.

5. The design includes calls-to-action (CTAs).

Calls-to-action help you encourage visitors to take specific actions. Examples include “Free Trial,” “Schedule a Demo,” “Buy Now,” or “Learn More.”

Most homepages use primary and secondary calls-to-action to direct visitors to the next logical step.

Remember, the homepage’s goal is to compel visitors to dig deeper into your website. CTAs tell them what to do next, so they don’t get overwhelmed or lost. More importantly, CTAs turn your homepage into a sales engine and not just brochure-wear.

6. The design is always changing.

The best home pages are dynamic. They constantly change to reflect their visitors’ needs, problems, and questions.

Some homepages also use A/B testing or dynamic content to make informed changes.

7. The design is effective.

A well-designed page is vital for building trust, communicating value, and navigating visitors to the next step. These homepages effectively use layout, white space, colors, fonts, and other supporting elements.

Now, get ready to learn about excellent homepage design through the following 23 real-life examples.

List Snippet

1. FreshBooks

home page design, freshbooks

FreshBooks is an accounting software for small and medium-sized businesses. And the site’s homepage makes the company’s mission clear. The page lays out FreshBooks’ features so visitors can quickly understand what they stand to gain from trying the tool out.

There’s a great use of contrast and positioning with the primary calls-to-action. It’s clear the company wants you to convert when you arrive. “Try for Free” is also a very compelling CTA.

What we love: FreshBooks uses customer testimonials to tell real-world stories of customer success. They also employ social proof by including star ratings from third-party sites.

2. A24 Films

homepage design, a24

The film company’s homepage is made up of only trailers for its new films. This is a great strategy to showcase A24’s work in an engaging way.

What we love: This website showcases the best of simple design. Each item on the homepage is a full row — consisting only of one image and large text. Nothing is cluttered and each featured movie or shop item pops.

3. Omsom

home page design, omsom

With a headline that reads “Real Asian flavors in minutes,” visitors know exactly what they’re getting once they land on this homepage. Omsom sells packets that include the spices and base ingredients for Asian cooking. Customers just need to add veggies and protein.

What follows as you scroll is Omsom’s value proposition and how their product works. These sections are vital as they give skeptical visitors more reasons to shop with the brand.

What we love: The hero section features reviews, a free shipping offer, and a sumptuous image. These elements motivate visitors to take action even before scrolling.

4. HubSpot

homepage design ideas, hubspot

We’ll take a second to toot our own horn. HubSpot’s homepage starts with an eye-catching headline that explains what we do and for who.

This information is followed by a dual CTA. You can choose to book a demo or sign up for free.

What we love: There’s a clever use of figures and statistics to show the vastness of HubSpot’s community. Seeing 150,000+ users in over 120 countries will instill trust in visitors.

5. Pixelgrade

best home page design, pixel grade

At a glance, you can tell what Pixelgrade offers: WordPress themes. The big title, followed by a descriptive subtitle, lets visitors know what to expect.

The right side gives you a glimpse of how their WordPress themes look. Then, as you scroll, the page provides three reasons why you should use Pixelgrade. Each reason is followed by a testimonial from real-life customers.

What we love: The design is simple, and the color combination does a great job of making the call-to-action stand out.

6. Mint

best homepage designs, mint

Mint’s home page makes the company’s message clear: Their app makes managing your money simple.

Simplicity is reinforced throughout the homepage design. The site gives off a secure but easygoing vibe, which is essential for a product that handles financial information. There’s no-jargon or confusing language.

The page also contains a simple, direct, compelling call-to-action copy: “Sign up free.”

What we love: The mention of 30 million users is a great use of social proof. This will likely convince visitors to try the tool.

7. Dropbox

homepage design ideas, dropbox

Dropbox also relies on simple design and branding. It includes only what is essential: A large, relevant image with supporting copy and a “Get started” call-to-action button.

Its sub-headline is simple yet powerful: “Easy to use, reliable, private, and secure. It’s no wonder Dropbox is the choice for storing and sharing your most important files.” No need to decode jargon to figure out what Dropbox really does.

What we love: Throughout the homepage, Dropbox describes different use cases for their tool. Doing so helps visitors know exactly how (and if) Dropbox can help them.

8. Chipotle

homepage design ideas, chipotle

The homepage is an excellent example of agility and constant change. Chipotle’s current homepage is all about the latest addition to its menu.

You can also see the company’s other service offerings well. That includes online ordering, gift cards, and catering.

What we love: The food photography is detailed and beautiful. The pictures make visitors hungry just by looking. Now that’s an effective use of visuals.

9. 4 Rivers Smokehouse

 homepage design, 4 rivers smokehouse

Drool. That’s what I think when I arrive at the website for 4 Rivers Smokehouse. Fantastic photography and the headline “Family Owned. Locally Made. Community Focused” easily sell the experience.

As you scroll, you’re taken on a tour of the services, menu, and people having a great time.

What we love: A brief note about the company’s history is found at the bottom of the page. The company’s story adds to the brand’s authenticity and deepens its relationship with customers.

10. eWedding

best webpage design, ewedding

For those love birds planning their big day, eWedding is a great destination for building a custom wedding website. The homepage isn’t cluttered and only includes the necessary elements to get you started.

The homepage includes excellent product visuals, a great headline, and a call-to-action that reduces friction with the copy, “Start now.”

To convince more visitors to use eWedding, the site has a cost calculator that helps estimate how much couples could save on total RSVP, a cash registry, and a custom website.

What we love: The live counter of the number of wedding websites built using eWedding (over 900,000) is excellent social proof.

11. Spotify

best homepage design, spotify

Spotify has mastered the mantra “less is more.” Visitors are immediately greeted by a simple value proposition. They can play songs and podcasts at no cost. A simple CTA takes you to a signup page.

As you scroll, the page explains why you should choose Spotify. The site reinforces that you can get started right now “no credit card required.”

What we love: Spotify’s homepage includes a short FAQ. Each question explains how to use the platform, including how to make a playlist and where to find podcasts. Simple answers showcase that Spotify is easy to use.

12. Colorsmith

homepage design, colorsmith

Remember, your home page should explain what your product does.

Colorsmith shows that explaining your mission can be simple. The “custom hair color for men” headline immediately tells visitors what the website is about — thereby eliminating any confusion.

Under the headline is a video showing real people using Colorsmith in their routine. This video draws an audience in and helps them create a mental picture of themselves using the products.

What we love: There’s a consistent use of the “Craft My Color” CTA. A single CTA throughout the page limits distractions and clarifies the desired course of action for visitors.

13. Melyssa Griffin

best homepage design, melyssa griffin

Melyssa Griffin’s site showcases both her expertise and personality.

Melyssa does well to include an image of herself so visitors can get familiar with her. She isn’t just a random website. She makes it clear she’s a human whom people can connect to.

The page uses bright colors without being overwhelming, making it easy to understand Melyssa’s central business offerings.

What we love: Visitors are invited to take a quick quiz. This allows visitors to learn their money management archetype, while Melyssa generates leads.

14. Nine Lives Foundation

homepage design ideas, nine lives foundation

If you’re a nonprofit in search of a website role model, look no further. Nine Lives is a California-based cat adoption center. Their headline “finding homes for cats and kittens” makes their mission clear.

As you scroll, you’ll see different ways you can get involved with the rescue — and that’s not just adopting a cat. You can learn about ways to give, vaccination options for your furry friend, and ways to volunteer.

What we love: Nonprofits can benefit from multiple CTAs. Your home page should lay out the many ways people can interact with your organization.

15. Digiday

homepage design ideas, digiday

Unlike other online news publications that inundate homepages with as many headlines and images as possible, a single article takes up most of Digiday’s top section.

Its featured image is eye-catching, and the headline just asks to be clicked.

What we love: The top of the homepage only has one icon to click — which leads you to a subscription page.

16. Jill Konrath

homepage design ideas, jill konrath

This homepage gets straight to the point. From the headline and sub-headline, it’s clear exactly what Jill Konrath does (and how she can help your business).

Visitors can also easily find Jill’s thought leadership materials, which is important to establishing her credibility as a keynote speaker. The pop-up subscription CTA uses social proof to get you to join her thousands of other fans.

What we love: It’s easy to subscribe to the newsletter and get in touch — two of her primary calls-to-action.

17. Evernote

homepage design, evernote

Over the years, Evernote has turned from a simple note-saving app into a suite of business products. Evernote does an excellent job of packaging many potential messages into a few key benefits.

This homepage uses a combination of white space and its signature bright green and white highlights to make conversion paths stand out. Following a simple headline (“Tame your work, organize your life”), the eye path then leads you to its call-to-action, “Sign Up For Free.”

What we love: Evernote also offers a one-click sign-up process through Google to help visitors save even more time.

18. Telerik by Progress

homepage design, telerik

“Stuffy enterprise” isn’t the feeling you get from Telerik’s website. For a company that offers many technology products, its bold colors, fun designs, and videography give off a Google-like vibe.

The website uses a simple, high-level overview of its six product offers. It’s a very clear way of communicating what the company does and how people can learn more.

What we love: The copy is lightweight and easy to read. It speaks the language of its customers.

19. Basecamp

homepage design, basecamp

Basecamp’s homepage features a brilliant headline and sub-headline that explains what they do and how they’re different from the rest. The call-to-action is bold and above the fold.

What we love: In this example, the company chose a more blog-like homepage (or single-page site approach), providing much more product information.

20. charity: water

homepage design, charity:water

Charity: water uses visuals, creative copy, and use of interactive web design to engage visitors. The website’s main purpose, to accept donations, is brought to the forefront with the payment gateway right above the fold.

For those who miss the donation gateway at the top of the page, the website also shows other ways they can donate once they scroll below the fold.

What we love: This nonprofit employs great uses of video and photography, particularly in capturing emotion that causes action.

21. TechValidate

 homepage design ideas, techvalidate

Software tools should explain their value proposition and how their product works on their homepages. TechValidate executes this brief with mastery — pairing beautiful design with essential information.

This homepage is beautifully designed, making use of white space, contrasting colors, and customer-centric design. The headline is clear and compelling, as is the call-to-action.

What we love: The product’s video is front and center. Customers know just what to watch to learn more.

22. Medium

homepage design, medium

Medium’s homepage uses a simple header, sub-header, and CTA button before drawing visitors’ attention to the trending stories — the main point of the website.

What we love: The homepage uses social proof to get visitors to start clicking around. The “Trending on Medium” section lets visitors know where to find high-quality content.

23. Kind Snacks

best website homepage example, kind foods

Kind Snacks website makes you hungry just from the images. The bold colors produce contrast, making the words and images stand out on the page.

The website also makes use of a carousel to show the brand’s wide array of products. All of the options reinforce that anyone can find their new favorite snack.

However, Kind’s website is more than just selling individual products. The homepage also introduces visitors to gifting cubes, build-your-own-box options, and mini products.

What we love: Kind’s website also features a subscription option. Here, the brand clearly lays out the benefits visitors would enjoy if they subscribed.

24. Ahrefs

homepage design, ahrefs

Ahrefs offers many tools that can help teams improve their SEO. However, the home page keeps offerings simple, prompting visitors to sign up.

Simplicity is reinforced by the site’s design. There’s no clutter thanks to the solid background and simple typography. The color contrast between the blue, white, and orange colors is eye-catching and makes the headline and CTA pop.

What we love: Ahrefs uses different social proof elements throughout the page. For instance, visitors can see the number of new Ahrefs accounts created in the past week above the fold.

25. Ellevest

homepage design, ellevest

“Your money goals are personal.” This headline is powerful and makes visitors want to learn more about the product. The images show, rather than tell, one of the company’s value propositions: a mobile app, pair of scales, and calculator that move with you.

What we love: “Get Started” is a great CTA — in fact, we use it ourselves here at HubSpot. When clicked, it takes visitors through a few simple steps to set up a profile and start investing.

Building the Best Home Page

When it comes to beautiful homepage design, remember: Less is more. Your homepage’s job is to present your mission and explain what visitors can gain from your offering.

Keep these best practices in mind when you revisit your site. Soon, you’ll be on your way to making our list.

Canva HubSpot Website Ebook

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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.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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