New Study Says Twitter Will Be More like Television
As Twitter continues to evolve, marketing strategies on the social network will become more like that of television
“Get ready for a TV-like Twitter,” Stephen said. The study involved approximately 2,500 noncommercial users that post updates on Twitter, on a daily basis and without any financial motivation. They were looking for the motivation or reason why people would do this without any monetary gain. Toubia and Stephen chose at random a number of those users, in one field experiment, and increased the number of followers for the chosen group with help from other makeshift accounts. The number of postings originally increased in proportion to the number of followers but then dropped off dramatically. It was getting increasingly more difficult to draw more followers. The platform went from a dynamic form of communication to a static structure similar to TV.
The researchers concluded that tweets by average Twitter users will eventually drop off but those with financial motivations, such as celebrities, will continue to post for monetary gain. Toubia thinks that the social network will turn into a content medium in the future, similar to TV, and be less of a communications channel. He believes peer-to-peer contact will be the next big thing. This will not happen overnight, as Twitter has more than 500 million registered users, the platform is expected by the professors to become simply a means to follow companies, brands, personalities and the like.
For that reason, Twitter has recently released a new set of TV ad-tracking analytics tools. These tools expand the capability of TV Ad Targeting. They became available in June to marketers and advertisers. The TV ad-tracking analytics tools provide advertisers who use TV Ad Targeting to better understand and observe what users are tweeting about their social media campaigns.
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