Dear Metter: Should I Still Be on Twitter?

Dear Metter,

I made a Twitter account for my business in 2010. We’ve used it since then, but have recently spent more of our time and attention on Instagram. I’m not even sure anyone looks at our Twitter anymore. Should I still be on Twitter?

— To Tweet or Not to Tweet?

To tweet or not to tweet,

This is a big conundrum — and a hot topic for businesses on social media! While we love Twitter, the platform stopped sharing its monthly usage numbers after a full year of decline. So is it worth it? Our answer is … maybe. Here are some things to consider:

Who is your audience?

If your audience is mainly baby boomers, you wouldn’t spend time coming up with a strategy for TikTok. Here’s some insight into Twitter’s demographics:

Most Twitter users in the U.S. live in urban centers
40 percent of U.S. adults who use Twitter are aged between 18 and 29 years. 27 percent of users are aged 30-49, and 15 percent are aged 50-64
More than a quarter (26%) of U.S adults who identify as black use Twitter, while 24% of white-identified U.S adults, and 20% of Hispanic-identified U.S. adults use Twitter

If your target demographic doesn’t fit the above, Twitter may not be worth your time.

What’s your content plan?

Twitter is what’s happening right now. Does your brand have a consistent content plan that keeps your audience engaged in the *right now*? If not, your attention might best be spent on a slower-paced platform like Facebook or Instagram. You’ll see a better engagement return on your content.

Do you have news?

While Twitter is great for musings, memes, and moments, it’s still a great news platform. In fact, 71 percent of adult Twitter users use the platform for news, with a focus on politics. If your content isn’t focused on news or politics, you don’t have to feel bad about weaning the platform from your social media strategy.

Still not sure how you feel about Twitter? Follow Metter Media on Twitter and see what we do!

Have a question about social media? Ask us here.

Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.