With so many changes coming to Twitter, many wonder if marketing on the platform could be impacted in 2023.
While we at HubSpot can't say for sure what the future holds for Twitter, we surveyed over 100 marketing professionals to get their perspectives on whether they'd still use the platform going forward.
Here's what we found.
Will marketers keep their brand on Twitter in 2023?
When we asked if marketers plan to move their brand off Twitter in 2023, 66% of respondents said "no."
Though most respondents said they have no plans to move their brand off the platform, 71% said they plan to spend less time on Twitter.
Will marketers use alternatives to Twitter in 2023?
As Twitter goes through its changes, other platforms like Mastodon, Hive Social, and Cohost have risen in popularity as alternatives to Twitter. With that in mind, we asked marketers if they plan on using other platforms as an alternative to Twitter in 2023.
In our survey, 67% of respondents said they do not plan on using other platforms, while 33% do.
Have Twitter's recent changes impacted marketers' experiences on the platform?
When asked if their experience on the app has shifted since Twitter's recent changes, 29% of marketers had a neutral response saying their experience on the platform has stayed the same.
About 34% of marketers responded negatively, saying their experience on the app has worsened. Many of these respondents cited their concerns with the app's security and lack of censorship toward hate speech.
A quarter of responses were positive, with many respondents saying they still prefer the app over other platforms like Facebook and Instagram. Finally, the remaining 12% had mixed reviews concerning their experience on the platform, with many respondents saying they want to see how the platform develops before deciding whether they want to leave Twitter.
So, is Twitter 'dying'?
According to our survey, it doesn't seem like marketers are looking to leave Twitter en masse anytime soon. But according to a report cited in The Guardian, the social media platform is predicted to lose over 30 million users over the next two years.
In the report, a principal analyst at Insider Intelligence, Jasmine Enberg, says there won't be a singular event that ends Twitter.
"Instead, users will start to leave the platform next year as they grow frustrated with technical issues and the proliferation of hateful or other unsavory content," she said.
Enberg also predicts Twitter's much smaller staff may not be able to combat issues with the site's infrastructure or content moderation.
Though Twitter may face some challenges in the future, marketers don't seem to be in a rush to abandon the platform.
Our advice: If Twitter continues to be a successful channel for your marketing efforts, there's no real need to leave the platform now. If the platform has changed too much for it to be a viable part of your marketing strategy, then there are other alternative platforms you can consider leveraging.