Welcome to the world of marketing, a place where every bandwagon quickly loses its wheels as everyone jumps on for a piece of the action.
As a group, marketers seem cursed to follow the same pattern of behaviour again and again. It often goes something like this:
Step 1: Find a tactic/platform that works
Step 2: Hammer the hell out of it for a few years
Step 3: Oversaturate the field to the point it stops working
Back in the day, we had the likes of Myspace and FriendsReunited. These were social platforms, social 1.0 on web 1.0, before social media really had a name. We also had applications like MSN and Yahoo Messenger. These were our communication outlets, operating from the desktop before the mobile apps took over.
This is modern marketing in a nutshell. This is Twitter Spamming. This is Email spamming. We broke these channels of communication.
Now these might seem like remnants of the past, but they were still this century, and from where I’m standing the digital platform graveyard is only going to grow – Twitter is slowly but surely heading this way. Granted, it’s demise is probably still a decade away, but there’s no doubt about it, right now, Twitter’s on the path to total redundancy.
Why you ask?
Well, to put it simply, the content isn’t valuable enough for consumer or buyers.
On top of that;
- Marketers have ruined it – too much me me me, push push push – and for anyone that follows over 100 people, the timeline isn’t user-friendly or digestible.
- The platform’s effectiveness is at an all-time low – Remember double digit CTRs? Just like email open rates (where 70%+ was once possible), less and less people are engaging.
- The wider adoption of Facebook gives marketers an alternative that allows them to deliver content at a more personal level to whoever they want (this critical mass means habitually more users go here)
- Alternative delivery platforms are invading Twitter’s space; Instagram, Snapchat, YouTube, they all have ideal formats that now overlap with Twitter – and the next point nails this even further
- Twitter is not particularly mobile friendly – YouTube, Facebook, and Instagram are all streamlined and easier to use on mobile, in comparison to desktop. Then there’s Snapchat, which is mobile only. As we’re tied more and more to our devices, the mobile experience is critical. Yet accessing Twitter on a mobile device offers a significantly worse experience, making it harder to manage content saturation and shift past the noise.
Now I’m not saying Twitter doesn’t have its value, I still think it regularly delivers for alot of businesses on a lot of fronts. Marketing, branding, prospecting, customer services, sales, research and development etc, it can play a great role in all of these. For now. But this power will continue to decline as Twitter fails to protect its user base and define what the platform’s ultimate purpose really is. Without it, we’ll be seeing a new tombstone in the digital graveyard soon rather than later.