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New Study Shows Twitter is the Most Used Social Media Platform Among Journalists

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New Study Shows Twitter is the Most Used Social Media Platform Among Journalists

If you were looking to get some understanding as to why Twitter is so influential – despite having only around an eighth of the amount of active users that Facebook does – then this may well be the key point.

According to a new Pew Research study, incorporating responses from over 11,500 journalists based in the US, Twitter is by far the most used social platform among this group, which means that much of the reporting that you’re then seeing in media outlets is, at least in some way, being influenced by tweeted opinion.

As per Pew:

Among journalists, Twitter clearly ranks at the top of the list for work-related tasks. Around seven-in-ten U.S. journalists (69%) say it is the social media site they use most or second most for their job. Twitter is followed by Facebook at 52% and, far lower on the list, by Instagram (19%), LinkedIn (17%) and YouTube (14%). None of the other sites asked about in the survey – Reddit, WhatsApp, TikTok, Discord, Twitch and Snapchat – were named by more than 4% of the journalists surveyed.”

So while Twitter may not have the reach, or see the usage of these bigger platforms, it is used by those who are communicating the latest news of the day, often through these other sites – which means that, one way or another, those who are prominent on Twitter are having an outsized influence on the broader news cycle, which is why Twitter is so important for maximizing key messages and connecting with influential voices.

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If you want to influence opinions, it’s often Twitter where this stems from. Sure, Twitter only has 229 million daily active users, but it’s less about the raw numbers here and more about who these people are.

The real-time nature of the tweet feed makes it the perfect place to stay up to date with the latest news as it happens, which is attractive to those who are the most engaged in their respective fields. These prominent, highly active influencers are often the ones ‘breaking’ news to their own communities and networks off-platform, but it’s Twitter where this info originates from, which underlines the importance of connecting with these aggregators at the source.

We’ve witnessed this directly, with former US President Donald Trump essentially conducting policy decisions via tweet. Even during this period, Twitter didn’t see a huge jump in active users, but Trump’s every post was dissected, broken down and reported en masse, by the flurry of journalists who increasingly rely on the platform to stay in touch with the latest.

Connecting with these influential voices can play a key role in your communications strategy, even if you don’t think Twitter, in a direct sense, is worth the effort to reach your target audience. 

As you can also see in the above chart, general public response indicates that Facebook remains the most widely used social media site for news overall in the US, with 31% of US adults saying that they log into the platform regularly for new content. YouTube is the second-most frequently used site, with 22% of the public regularly getting news there.

Pew’s data also shows that Twitter is a particular favorite among the youngest journalists, with 83% of those aged 18 to 29 indicating that it’s their most commonly used social media site.

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“In stark contrast, 45% of journalists 65 and older identify Twitter as one of their top two social media sites for work tasks. Instagram is also more popular among younger journalists (those under 50), while LinkedIn and YouTube are somewhat more popular among older journalists (those ages 50 and older).”

Pew Research Twitter study

In other words, Twitter’s influence is likely growing in this respect.

There’s also this:

“Journalists who say they work at an outlet whose audience leans right politically are much more likely than those with left-leaning audiences to say Facebook is one of their top two social media sites for their work (67% vs. 45%). Conversely, journalists who say their organization has a left-leaning audience are twice as likely as those who say their organization has a right-leaning audience to use Instagram (24% vs. 12%).”

Make of that what you will.

The bottom line here is that Twitter is a hugely influential platform, whether you personally use it or not, and in this sense, the raw user data doesn’t tell the full tale of exactly how much tweets can influence public opinion, and bring awareness to key topics.

Maybe that’s why Elon Musk is so keen to purchase it, as a means to more directly influence media narratives – and maybe that’s what Musk means when he says things like he wants the platform to ‘further civilization and consciousness’.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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