How Important is Twitter For Businesses?

March 15, 2022  

Marketing in the modern age requires a significant degree of digital savviness. Websites, online shopping, email newsletters, blogs, social media, and more are all utilized to build a business’s reach and grow its client base. 

Twitter is one of the most popular resources for some businesses due to its immense popularity. But does Twitter truly present a great opportunity for marketing your brand?

The Big Numbers

As stated above, Twitter is incredibly popular. According to Backlinko, Twitter’s active user count is about 206 million. That’s a whole lot of potential traffic. These users may include individuals using the platform solely for its social features, celebrities wanting to promote their image, and businesses looking to grow and build PR for their brand.

Whether you’re a B2B or B2C company, Twitter is seen as a tool to increase organic traffic, directly advertise products, and build an online reputation. Recent data shows that 77% of Twitter users have a better impression of a company after they respond to their tweets. Additionally, 40% of users bought something after seeing it advertised to them on Twitter. 

Is Twitter Worth It?

Is the Juice Worth the Squeeze? 

However, marketing agencies don’t seem to be using Twitter on a large scale. According to a report, 80% of marketing agencies have not used Twitter yet in 2022, and 30% of marketing agencies have no Twitter account to begin with. 

There are plenty of reasons why a company may not use Twitter. For one, Twitter seems to attract a lot of intense debate over hot-button issues. Many brands have faced very negative attention on Twitter, and other companies may simply avoid the entire field to prevent a similar situation. 

Others wonder how effective advertising on Twitter really is. Most users will completely ignore or even be repulsed by a targeted advertisement. Twitter also doesn’t provide the most visual platform, as opposed to Instagram or Youtube. Additionally, customers may not immediately discount you simply for not having a Twitter account. 

The fact of the matter is that unless you are able to focus a significant amount of attention on your business’s Twitter account, it may not be a prudent investment of time. However, if you feel like you need to interact more with both customers and other businesses in your field – and share your firm’s unique point of view – Twitter can be used to great effect. 

Benefits of Using Twitter For Business

To understand why firms are using Twitter for business, it’s useful to take a more in-depth look at the benefits offered by the platform.

  • Instant Customer Service: Around 60% of consumers say that they expect a customer service request to be answered in an hour. That is not a problem on Twitter, where you can respond in an instant. Promptly answering customer questions about your products and services will boost trust and confidence in your brand.

  • Improved Insights: Social media is a two-way street, and Twitter is no exception. Consumers can reach out to you for products or information, and you can get a better sense of what they’re thinking on a daily basis. Researching trending topics can offer deep insights for your marketing strategy.

  • Opportunities for Thought Leadership: You can also use Twitter to share insights you make about the industry you’re in. Sharing your perspective can allow you to become an industry leader that many people look to for knowledge.

  • Increased Sense of Community: Twitter offers you an opportunity to reach out to your community through conversational interactions and advertisements. Twitter ad engagement is at 1-3%, comparing favorably to Facebook’s 0.119. Outside of ads, you can engage with any of your followers and vice versa. This can pay off, as 36% of consumers expect brands to build communities, according to Sprout Social.

  • Bettered Brand Awareness: Twitter’s most obvious benefit is that it can boost your brand awareness quite a bit when used correctly. Remember those statistics above? The access to hundreds of millions of people is nothing to scoff at. 


Whether or not you use Twitter for your marketing needs is completely up to you. It’s not as easy as setting up an account and posting a few Tweets every now and again. Your Twitter should be a constantly updated source of information and interaction for your consumers. 

You need to discern if you have the time and resources to make a real effort, or if your company is better served using those resources in another area. But either way, it’s something you’ll want to at least consider when developing your marketing strategy in 2022 and beyond.

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