Will Marketers Continue to Use Twitter in 2023? [New Data]

With so many changes coming to Twitter, many marvel if advertising and marketing on the platform might be impacted in 2023. 

Whereas we at HubSpot cannot say for positive what the long run holds for Twitter, we surveyed over 100 advertising and marketing professionals to get their views on whether or not they’d nonetheless use the platform going ahead. 

Here is what we discovered.

Will entrepreneurs preserve their model on Twitter in 2023?

Once we requested if entrepreneurs plan to maneuver their model off Twitter in 2023, 66% of respondents mentioned “no.”

Although most respondents mentioned they haven’t any plans to maneuver their model off the platform, 71% mentioned they plan to spend much less time on Twitter.

Will entrepreneurs use options to Twitter in 2023?

As Twitter goes via its modifications, different platforms like Mastodon, Hive Social, and Cohost have risen in recognition as alternatives to Twitter. With that in thoughts, we requested entrepreneurs in the event that they plan on utilizing different platforms as a substitute for Twitter in 2023.

In our survey, 67% of respondents mentioned they don’t plan on utilizing different platforms, whereas 33% do. 

Have Twitter’s latest modifications impacted entrepreneurs’ experiences on the platform?

When requested if their expertise on the app has shifted since Twitter’s latest modifications, 29% of entrepreneurs had a impartial response saying their expertise on the platform has stayed the identical. 

About 34% of entrepreneurs responded negatively, saying their expertise on the app has worsened. Many of those respondents cited their considerations with the app’s safety and lack of censorship towards hate speech. 

1 / 4 of responses had been constructive, with many respondents saying they nonetheless want the app over different platforms like Fb and Instagram. Lastly, the remaining 12% had combined opinions regarding their expertise on the platform, with many respondents saying they wish to see how the platform develops earlier than deciding whether or not they wish to go away Twitter. 

So, is Twitter ‘dying’?

In accordance with our survey, it would not appear to be entrepreneurs wish to go away Twitter en masse anytime quickly. However in line with a report cited in The Guardian, the social media platform is predicted to lose over 30 million users over the subsequent two years. 

Within the report, a principal analyst at Insider Intelligence, Jasmine Enberg, says there will not be a singular occasion that ends Twitter. 

“As an alternative, customers will begin to go away the platform subsequent 12 months as they develop annoyed with technical points and the proliferation of hateful or different unsavory content material,” she mentioned. 

Enberg additionally predicts Twitter’s a lot smaller employees might not be capable of fight points with the positioning’s infrastructure or content material moderation. 

Although Twitter might face some challenges sooner or later, entrepreneurs aren’t in a rush to desert the platform. 

Our recommendation: If Twitter continues to be a profitable channel in your advertising and marketing efforts, there is no actual want to depart the platform now. If the platform has modified an excessive amount of for it to be a viable a part of your advertising and marketing technique, then there are different various platforms you’ll be able to think about leveraging.