Is Twitter losing ground for social TV engagements?
Twitter has held a special position with television
advertisers and programmers, but new research as well as increased competition
suggest this role could be weakening.
In the past seven months, the percentage of consumers who
have used Facebook to vote, post, share or comment about something on TV has
increased from 70.4 percent to 75.6 percent, while 25.4 percent have used
Twitter in the same way, down 8.6 percentage points or 25 percent, according to
the latest SocialTV Index Report from Ring Digital.
“The big shocker for me was how fast Twitter seems to be
losing ground,” said Brian Ring, founder of Ring Digital llc. “For advertisers,
I still think Twitter’s TV ad program, Amplify, is a good bet, but frankly I’d
treat that a bit like an ad in Variety Magazine.
“Sure, you’ll hit everyday consumers - but the real benefit
of doing a paid program on Twitter is that you’re going to hit the
influencers,” he said. “Whereas with Facebook - you’re talking about B2C
advertising, more comparable to a People Magazine.
“So that’s a different strategy both in terms of positioning
and messaging and of course also in terms of budget allocations.”
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