When Twitter announced the launch of branded pages, a new feature for social media marketing campaigns, businesses, organizations and celebrities raced to redesign their pages as soon as they could. In the early stages of the rollout, Twitter’s own profile has become the brand profile with the most followers, according to Zoomsphere.
The microblogging site’s account has 7.6 million followers, which is nearly 2 million more than the next closest brand page of singer Mariah Carey. Among the top eight accounts measured by Zoomsphere, only Twitter, E! Online and Breaking News are not celebrities’ brands. The presence of news providers in the most followed spots should be a clue to internet marketers that audiences on the microblogging site look for fresh, trending information – and news content marketing can help brands appeal to these users.
Aside from Carey, Coldplay, Brazilian television personality Ivete Sangalo and Tyra Banks are all among the top eight Twitter profiles.
Twitter’s clout on its own social network is a good sign for the company, which launched brand pages to make its service more attractive to enterprise social media marketing campaigns. While the update has helped companies achieve branding goals on the site, it appears to have raised the profile of Twitter itself more than anything.
Brafton first reported the launch of brand pages in early December, when the company announced a series of new changes. However, the profile setting was not officially rolled out until early February. Moreover, the new consumer profile setting followed a similar timeline, and was released recently to all users.