Lately I thought about the situation of Twitter vs other platforms.
Why is everybody talking about the death of Twitter?
Why do people find Twitter a noisy platform?
I found myself using Twitter in 2 ways:
- For sharing work stuff – articles, infographics, slideshares, instagram pics
- For connecting and engaging with others – business related or just personal development
The funny thing is that I use Twitter, I do my job and then I don’t spend more time on it. I’m not scrolling like I’m doing on Facebook or Instagram, I’m not staying on the platform in order to consume others content like I’m doing on Snapchat or YouTube. It’s a place where I’m doing something and then I close the platform.
And I truly believe that there are other marketers or entrepreneurs that do same.
But how can Twitter still be relevant for this industry, in which everybody is talking about visual content, real-time videos, live content or curating personalized content?
The fact is that Facebook, Instagram and Snapchat discovered the strategy on how to curate the content for every user and how to give them the amount of content they want to consume and engage with.
Let’s take Facebook for example. There are 2 types of content shared on my timeline: Most Recent and Top Stories.
Because time is so valuable and I don’t have time to consume every little story somebody shares on the internet I will check the “Top Stories” that is a timeline personalized on my own behavior on the internet. I will see the content that I want from the friends that I engage with the most, the brands that are targeting me and the ones I’m interested in.
What does that mean? That Facebook created an algorithm that gives me my personalized real-time content. I have my own context, my own behavior, my own style, my own friends, my own desires, needs and likes. This is why, based on that algorithm, I will see my personalized real-time content. I will engage better with that type of content than with something Facebook thought I might like.
Only by looking at one’s behavior, you can get enough information in order to give him the power to create his own personalized content to consume.
I don’t know what Twitter is doing wrong or right, but I believe that this strategy can help them create a better place not only to connect users or share content but also to consume the content that they are interested in.
Think about this, the real-time content that I want to see is more different than the real-time content than the other people want to see. We have different perspectives and behaviors.
If you give me the personalized news, I will use the platform more because I know that there’s the place where I can find something for me even without checking any buttons or hitting any other tags.
What’s the best content a user can consume and a brand can create? The one that the user wants to consume.
It’s so easy in written words, but it’s hard on actually doing it.
Or maybe Facebook will buy Twitter and all these debates will be in vain. Who knows?