How the psychology of engaging on Twitter has changed
Five years ago brands were measuring social media successes in retweets and replies. In 2016, users are gravitating toward a different tool—here’s what brands should be paying attention to.
The psychology of user behavior has changed on Twitter, and with it, and updated way of considering how that impacts us as marketers.
Consider 2010, for a second. People were actually talking on Twitter and having two-sided, online conversations. Users were taking the time to reply to one another, and often, brands would jump in. That was all commonplace.
Fast forward to 2016. What do we see today on Twitter, today? People are not talking to each other anymore, or at least not nearly as frequently as they did in 2010.
Instead, the 2016 user is sharing links broadcasting. Additionally, there’s another subset of the population that uses Twitter as a listening tool in order to get news o5 follow their favorite celebrities.
Although retweets and replies were common back in 2010, “likes” (previously favorites), have now become one of the more common social signals on Twitter.
This change in the way people engage with one another has affected the way they engage with brands. What are brands doing though? Two things: Brands are broadcasting and providing customer service.
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