Which social media platform will your business be focusing on in 2022?
TikTok is the app of the moment, though likely not a fit for all brands, while Facebook seems to have lost some of its shine, and Instagram remains hugely popular.
We recently posted a poll on LinkedIn to find out which platforms our audience of marketers would be looking to tap into more throughout the year, which provides some interesting notes on how businesses are approaching their 2022 strategies.
As you can see here, LinkedIn came out well on top, garnering 43% of the vote. Which underlines the opportunities of LinkedIn for marketing – but as some of our readers have noted, there is a fairly significant platform bias in these polls, with the platform you’re posting to generally favored heavily by the results.
We put that to the test by posting the exact same poll to Twitter – which, it’s worth noting, doesn’t include Twitter as an option.
It’s also worth noting that the response numbers vary significantly – the LinkedIn poll generated over 2,100 responses, while the Twitter one only garnered 230.
But still, there some interesting trends to note, with Facebook way back in terms of stated priority, and TikTok also a lesser consideration, based on these replies.
Accounting for potential platform bias, it seems that Instagram is the overall leader in marketing focus heading into the year – which, again, is a little strange considering the rise and rise of TikTok, which seems like it should be more of a priority, based on its usage and cultural impact.
But then again, as noted, TikTok promotions aren’t for everyone, and you can reach a much broader audience on IG for now. Which you can also reach on Facebook, which is still the most used platform by far, and across more demographic subsets. Maybe Facebook’s just not cool anymore, or maybe marketers are unhappy with declining results from the app.
Either way, if these responses are indeed correct, and Facebook does become a lesser priority, that could also open up new opportunities to reach your target audience in the app, as fewer advertisers making it a focus could mean less competition for attention, which will be something to keep an eye on throughout the year.
Though at the same time, giving more priority to one app doesn’t necessarily mean de-prioritizing others.
It’s interesting to get a gauge on where marketers are looking, and how different apps are trending in terms of business priority. We’ll look to keep running polls on various elements throughout the year, in order to glean insights into different aspects of social media marketing in order to help guide your approach, based on industry trends.
Twitter Moves to Next Stage of Testing for its New ‘Status’ Indicators
Do you struggle to provide adequate context within the 240 characters allowed for tweets?
If so, then you’re in luck, as Twitter’s developing a range of tweet status indicators, which will eventually provide a simple way to add another element to your tweeted message, which could help to better communicate meaning and intent.
Or not. As shared by app researcher Jane Manchun Wong, this is the current listing of Twitter status options in testing:
Pretty unique combination of possible status alerts here – a mix of trending sayings and popular activities. Users won’t be able to create their own status, you’d have to use one of these presets – which is a little restrictive, but it could be handy? Maybe.
Twitter’s been testing out its Status indicators for a while, with the original list of status options, which Wong also tweeted back in July, including a few that have been culled as part of this expansion.
As you can see, when you add a Status, it will be displayed above your tweet, and below your username, adding immediate context to your message.
Status indicators would also be searchable, with users able to tap on a status indicator, which will take you through to a listing of all the tweets that have applied the same activity.
Really, Twitter’s actually been testing Status markers out since 2018, when it previewed this format for the option.
The idea, at that stage, seemed to be to help people list events that they were attending, which users often do already by adding the event hashtag to their username. A status indicator would make this easier, while also helping people connect around said event – but since then, Twitter’s revised its approach to the markers, making them more of a topical sorting option to help users find relevant activity and engagement opportunities.
Which, I guess, they could facilitate.
Maybe, by tapping on ‘Picture of the Day’ that could become another engagement and discovery element, or by tapping ‘Hot Take’ you could find more tweets to interact with, and add your own opinion.
It could be a handy way to sort tweets by topic, which could be beneficial. Maybe, though I’m not sure that it’s going to have much of an impact on overall tweet engagement.
Twitter’s been working to add in more content sorting and discovery tools over the past couple of years, including Communities, Circles for private chats, and topics in the Audio tab. Twitter also added and the capacity to follow Topic streams back in 2019, which it had hoped would give users more ways into Twitter discussions, and to find interactions more relevant to their interests.
For more regular users, those probably aren’t particularly useful – but for new users coming in, they could be important, as Twitter isn’t overly intuitive for people when first starting out. This has been an issue for the platform since forever, and these types of additional discovery measures could help to address this.
If Twitter can integrate them in an effective, engaging way.
The problem on this front is that Twitter’s topics algorithms are still fairly basic, with the tweets shown to users within topic streams often being off-topic, even offensive, because they’re being displayed based on basic keyword mentions and total engagement with each tweet, not on relevance.
Which is why the Spaces/Audio tab isn’t attuned to your interests, based on usage, why the ‘Who to Follow’ display is never locked into users you might be interested in. It’s all too basic, and in this sense, Twitter has fallen behind other platforms on algorithmic sorting and alignment.
Which is why it’s now seeking more manual intervention, by letting users add status markers to categorize discussion.
Which seems like a backwards step, given that other platforms are becoming increasingly good at showing you more content based on your interests, without you needing to do anything other than use each app.
But maybe, it’ll become a thing, and provide another way for Twitter to boost engagement.
There’s no official release plan in place for Twitter’s status updates as yet, but they’re likely coming very soon.
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