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Study suggests Twitter is losing strength among TV Advertisers
Manuela Walfenzao| 13 de abril de 2015
Twitter has maintained a special position among TV advertisers and programmers, but recent research suggests that this role is becoming weaker. In the last six months, the percentage of consumers who used Facebook to vote, post or comment something that happened on TV rose from 70.4% to 75.6%, whereas the percentage that used Twitter with the same purpose went down 8.6% according to the last Ring Digital report. “The most surprising thing is how fast Twitter seems to be losing space”, said Brian Ring, founder of Ring Digital. “I still think that for advertisers the Twitter Amplify program is a good bet, but frankly I would treat it as an ad in a variety magazine”.According to Ring, the power of Twitter is in reaching influencers, while on Facebook, the conversation is more horizontal and more visual. The study also suggests that Facebook’s financial capability can be a problem for Twitter, regarding innovation in technology and services.In spite of this, Twitter is making an effort to remain at the forefront and keep this audience. Its new live transmission service Periscope, the application Curator and TV Timelines are part of this effort. Periscope has already been successful among the brands that use it.According to the study, a good strategy for Twitter would be to deepen their investment on the video platform and make the entire social network friendlier with this type of content.
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