The Trump bump: Twitter is getting a second look from brands – Digiday (Jan 25, 2017)
I’ve had lots of calls from reporters ever since the election about whether Donald Trump was going to be the thing that finally turned Twitter around, and I’ve said no every time, for several reasons. Firstly, he’s far from the most followed account on Twitter – the first time I was asked this question, he was only number 100 on the list of accounts with the most followers, and though he’s risen the ranks since then, there are still many above him. Secondly, Twitter’s biggest challenge is that even when it’s in the news, most people who see the news won’t see it on Twitter but on TV, on news sites, or even in the newspaper, meaning that Twitter doesn’t monetize the vast majority of the attention it receives. Thirdly, lots of advertisers have decidedly mixed feelings about wanting to associate their brand with a Trump-led resurgence in interest in Twitter, and Twitter employees have had similar reservations. This article covers some of that, but suggests that interest in Twitter (though not spending) among advertisers has risen since the election. I’m still very skeptical that we’re going to see any kind of meaningful bump for Twitter off the back of all this.
via Digiday
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