By Sammy Paget
Key Findings:
54% of local marketers never used Twitter as a marketing channel.
49% of local marketers that were Twitter users now use Twitter/X less or not at all since its takeover.
63% of local marketers find Facebook to be the most effective marketing channel.
The drama of Twitter’s transformation into X under Elon Musk’s ownership has been impossible to ignore. From massive layoffs to the controversial rebrand, it’s been a rollercoaster. But beyond the headlines, what’s really changed for local marketers? Are they still tweeting away, or has the landscape shifted?
To get the inside scoop, we polled 180 local marketers about how their use of Twitter/X has evolved since the takeover began in late 2022. Here’s what we found.
How Were Local Marketers Using Twitter Before the Takeover?
Before we dive into the changes, let’s set the stage. How were local marketers using Twitter in the first place?
54% of local marketers never used Twitter as a local marketing channel.
33% of local marketers used Twitter as a marketing channel at least monthly, prior to its takeover.
The fact that over half of local marketers never used Twitter for marketing might seem surprising, but maybe it shouldn’t be. Twitter has always been a bit of a wildcard in the social media deck. Its fast-paced nature and emphasis on real-time interaction made it a tricky platform to master, especially for local businesses focused on community engagement.
For the 46% who did use it, a third were pretty consistent, logging in at least once a month. But as we’ll see, the takeover has shaken things up.
How Has Twitter Usage Changed Since the Takeover?
26% of local marketers now do not use Twitter/X at all for marketing.
Twitter/X usage has not really changed for 30% of local marketers.
The numbers don’t lie: a quarter of local marketers have jumped ship since the takeover. That’s a significant drop, and it suggests that some have either moved to other platforms or doubled down on channels they were already using.
Remember the buzz around Mastodon and Threads? They attracted a lot of attention as potential Twitter replacements, but it seems they didn’t fully deliver the goods. Despite the initial excitement, these platforms haven’t been able to sustain the user base needed to dethrone Twitter (or X, if you insist).
Meanwhile, 30% of marketers are sticking to their guns, using X just as much as they did Twitter. It seems that while some have abandoned ship, others are content to ride out the storm.
Is X Still an Effective Marketing Channel?
Twitter/X averaged a 3.8/10 for effectiveness as a local marketing channel.
20% of local marketers said they do not think Twitter/X is effective as a marketing channel at all.
76% rated X’s effectiveness as a five or less out of ten.
Ouch. A 3.8 out of 10 isn’t exactly a glowing endorsement. A fifth of local marketers flat-out said X isn’t effective, while most others gave it a lukewarm rating at best.
So why are some marketers still using X if they don’t think it’s all that effective? It’s a fair question. For many, it might be a case of hedging bets—staying on the platform just in case it remains relevant, or because it’s simply where they’ve always been. But as the data shows, confidence in X as a marketing powerhouse is dwindling.
What’s the Most Effective Social Media Channel for Local Marketers?
63% of local marketers rate Facebook as the most effective social channel for local marketing.
Just 2% of local marketers see X as the most effective social channel for local marketing.
No surprises here—Facebook is the reigning champ. With its massive user base and robust targeting options, Facebook continues to dominate the local marketing scene. The fact that only 2% of local marketers see X as the most effective channel is telling. It’s clear that when it comes to reaching and engaging with local audiences, Facebook still wears the crown.
What Can We Learn from These Results?
The data paints a clear picture: X is losing its luster for local marketers. If you’re still using it, it might be time to reassess. Are you there because it’s effective, or just out of habit?
Here are a few takeaways:
Know Your Audience: Go back to basics and figure out where your audience spends their time online. Facebook, Instagram, and even newer platforms like TikTok might be better suited for your marketing efforts.
Focus on Engagement: Social media isn’t just about posting content—it’s about engaging with your audience. Make sure you’re actively participating in conversations, responding to comments, and showing that your business is more than just a logo.
Reevaluate Your Strategy: If X isn’t delivering results, it might be time to shift your focus. Don’t spread yourself too thin. Concentrate on the platforms that offer the best return on investment for your business.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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