Typically, when people think of influencers, they think of platforms like Instagram, Facebook and Youtube. And admittedly, for good reason, as these platforms are abuzz with all sorts of influencer activity. But seldom do they think of Twitter, even though Twitter is one of the oldest and most enduring social media platforms, and has a big user base that has huge purchasing power.
Influencer marketing agencies, however, have paid attention to this often overlooked platform, studying it for its potential for influencer marketing. Influencer marketing agencies have scanned and studied Twitter, and given their in-depth understanding of their client brands, are an ideal intermediary.
The Twitter influencer
To begin with, an influencer is simply someone who has a following or an audience (their reach) that they can influence the thoughts and behaviour of through their content to drive sales for a brand. And someone who can do this on Twitter is a Twitter influencer.
Now, the difference lies in the fact that Twitter is a platform very unlike Instagram or Facebook or YouTube, which are more centred around personal sharing, lifestyle, and entertainment. On the other hand, Twitter is more centred around opinion sharing and information sharing, basically views, announcements, and news.
So, as influencer marketing agencies know, Twitter influencers are usually industry leaders and experts, commentators and journalists, and celebrity artists and athletes. Influencer marketing agencies have surveyed and profiled them, and have an overview knowledge of the Twitter influencer landscape.
Why Twitter influencer marketing especially?
First of all, the Twitter platform has one of the biggest user bases, owing in part to the design of the platform and in part to the influencers who are experts in creating content that is sharable and engaging for a large audience. This influencer audience will in a lot of cases be larger than the brand’s audience on the platform. Related to this is the fact that, by design, Twitter content is meant to be retweeted and commented on, making virality fast and widespread. Influencer marketing agencies know how to leverage this.
Then, the second factor, which owes to the special, distinguishing nature of Twitter as opposed to other platforms, is that it is easier on Twitter for brands to establish thought leadership, credibility, and reputation. So when an influencer marketing agency matches the brand with a suitable respected Twitter influencer, the brand can build a reputation, gain trust and credibility, and position itself as a leader, all through the right association.
The numbers behind Twitter influencer marketing
According to a study by Twitter Business, people spend 26% more time looking at ads on Twitter than on other major social media platforms. And 53% of people on Twitter are more likely to be the first to purchase new products. Influencer marketing agencies leverage these statistical facts, making them meaningful for their client brands. Influencer marketing agencies are in a special position where they understand both the brand’s story and overall marketing strategy and the platform, in this case, Twitter, through which potential customers are to be reached, making them crucial.
