Part of every twitter user’s problem with the network is the barrage of links posted to their timelines, everyday, from blogs and brands. Twitter gave a solution: the mute feature.

But it is safe to assume that Twitter’s big pitch to brands to convince them to take out ads and sponsored posts on the site went something like: “Let your brand’s message reach its target consumers at the exact moment it needs to.

So what happens if the target audience ceases to be the target? While there has always been a likelihood of that in marketing, it is even more so on Twitter now, since the mute feature has been released to users. Twitter has reversed the rules. The power now lies with the users who can now mute “twitter noise makers” without having to unfollow or block them and run the risk of offending a friend, or even a brand.

While that is very useful for individuals, it does have the latency to hurt brands that market on twitter whose major reason for being on the site is the promise of their sponsored tweets reaching everyone following their accounts.

This could become a problem for the entire Twitter Marketing Model, in the long run. Most of these companies are buying ads on Twitter so if you follow a brand and mute them, the company will have your follow, but you won’t see their promoted tweets; it could give a wrong idea of what a brand’s reach actually is. If enough people mute a brand’s ads, this would lead to lower engagement, thus leading to lower conversion rates; for twitter, this might result in the companies pulling their ads.

But if you’re tired of brands ads generally, you could just hop on over to Vine. I kid. They are there too.

Read this next
More From TC
osinbajo_paystack

One landmark acquisition, several funding rounds and meaningful expansions have drawn attention to Nigeria’s potential to become an enabling environment for businesses. Nigerian tech startups are raising larger seed rounds and pursuing unique global ambitions than at any other time in the last decade. But in the last 18 months, major regulatory events that ended […]

According to a World Health Organisation (WHO) study, if a person inhales smoke while cooking breakfast, lunch and dinner, it is equivalent to smoking between three and 20 packets of cigarettes a day. Over half of the world’s population still cooks over open fires. In Nigeria, it’s worse as only 10 million have access to […]

My Life In Tech is telling the stories of Africans making a difference in the world of tech. At the end of our conversation, I learned two things about the man. He wants more people to have access to financial services regardless of what form of financing they currently have.  And he really loves to […]


TechCabal is a Big Cabal Media brand



Copyright © 2013 - 2021
All rights reserved

Privacy & Terms
X