Brad O’Brien says, “When asked where my clients put their social advertising dollars to drive real ROI, I frequently find myself saying, “Facebook is like the Google of social, and Twitter is like Bing.” I hate saying it, but it’s the reality.

Facebook dominates in terms of ad dollars and performance and has the user base and engagement to back up growth that doesn’t seem to be slowing down any time soon. As you’ll read later on, some burgeoning, not-yet-public platforms like Pinterest and Snapchat may be in a better position than Twitter to take ad revenue from Facebook.

In this article, I’m going to outline four things I think Twitter needs to do not just to survive, but to thrive.

Be laser-focused on driving advertising revenue

In the second quarter of 2016, Facebook drove a whopping $6.24 billion in advertising revenue (up 63 percent year over year). That’s compared with Twitter’s $535 million (up 18 percent year over year).

While Twitter’s ad revenue is increasing, it’s not happening anywhere close to fast enough. When your fiercest competitor is driving over 11 times more revenue than you, it exposes a clear need to focus on the viability of your advertising offerings“.

4 ways for Twitter to stay relevant

Marketing Land

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