Twitter is a less compelling platform for marketers than it used to be, but it continues to feature in content and social media strategies of brands. Facebook, for example, still finds Twitter useful for evergreen and ad hoc content, but the visual nature of its brands' content means that more customers are talking to Facebook using platforms such as Instagram than before. Twitter is struggling to win more media spend, while Marriott, Instagram and Snapchat are seen as having strong visual features and superior advertising products. There is also a perception that Twitter is too slow to innovate.
Twitter is a less compelling platform for marketers than it used to be, but it continues to feature in content and social media strategies of brands. Marriott, for example, still finds Twitter useful for evergreen and ad hoc content, but the visual nature of its brands' content means that more customers are talking to Marriott using platforms such as Instagram than before. Twitter is struggling to win more media spend, while Facebook, Instagram and Snapchat are seen as having strong visual features and superior advertising products. There is also a perception that Twitter is too slow to innovate.