AYTM Market Research recently conducted a study of Twitter users and found that bloggers and news organizations are among the accounts most frequently followed on the microblogging website. With this in mind, marketers might consider adding news content marketing to their social mix to build their brand reach.
Brand accounts were also quite popular with more than 42 percent of respondents saying they follow their favorite companies. For marketers, using content marketing and sharing articles through Twitter can increase the likelihood that prospects will follow.
Thirty-one percent of respondents said they follow bloggers who provide original content regarding topics of interest. Meanwhile, one-third of users engage with news providers to stay informed. Businesses have the ability to appeal to Twitters users on multiple fronts by using a comprehensive social media marketing strategy. Focusing on providing branded content that is timely and engaging will attract prospects looking for company information and news.
Moreover, AYTM found that many Twitter users rarely Tweet, with 31.5 percent of respondents indicating they read more than create. Speaking directly to Twitter followers and soliciting their feedback engagement can provide the impetus for more passive users to reach out to brands.
Brafton recently reported that Twitter now has more than 140 million active users after six years on the web. AYTM’s finding that so many users are not active with their accounts explains the disparity between Twitter’s numbers regarding active users and earlier reports indicating that the company had more than 500 million users.