Twitter has never had great numbers.
In Q1 of 2017, the social network had 323 million monthly active users. By Q3, the number grew to 330 million, which is sluggish for a social media giant. Twitter routinely overstated its number of active users since 2014—and while Twitter’s stock price rose in the last couple of months of 2017, it was mostly due to the company announcing the possibility of turning a profit for the first time, as well as a vote of confidence from JPMorgan.
However, the numbers were never Twitter’s biggest draw. Marketers know that Twitter’s main advantages are more about quality than quantity. They also know that it’s the best social network when they need to contact a media outlet, protect their organization’s reputation, offer customer service, or drive engagement with a promotion.
With that in mind, here are some of the least successful ways for marketers to use Twitter in 2018:
1. You keep it short and simple.
One of Twitter’s defining characteristics was the 140-character limit. However, after years of rumors and speculations and a couple of months of testing, Twitter finally expanded its character limit to 280 per tweet. The company backed the decision with data, including the information that longer tweets increase engagement.
The social media marketing community started testing the claim as soon as the limit was expanded, and it proved true—longer tweets indeed get more likes and retweets.
They also give more room for marketers to provide useful information, use more effective
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