There was a time, not too long ago, when Twitter was the latest social media darling on the net. People were flocking to tweet their latest,and greatest thoughts. To have tiny conversations with people across the room and across the world. But, given the limitless potential for social media interaction, there were sure to be competitors entering the market. When Pinterest released their APP, tens of millions flocked to the service. Most of them were female, and many were outside Twitter’s target audience age. But this wouldn’t last.
In fact, the latest social media trends are showing some interesting changes in the marketplace. Pinterest use has jumped by 8 points in the last year, when measured against the population of US adults on the internet. Meanwhile, Twitter has only grown by 2 percentage points. The rub? Fewer adults, particularly professionals, are using Twitter, while millions more are discovering the marketing potential of Pinterest.
Ronn Torossian, CEO of 5WPR, says these changes could be as much about public perception as they are about product usability.
Torossian explains: It’s not that Twitter doesn’t have value, but it’s “imminent” nature can tempt you to Tweet without thinking. Often, Pinterest requires a bit more contemplation. Yes, it’s visual, so there’s room for misinterpretation … but Torossian says there’s a more telling dynamic.
“Look at so many of the latest social media related PR crises. What’s the common denominator? Twitter. The medium itself is not bad. In fact, it’s a great way for people to hold a conversation with as many people as possible, no matter where they are in the world … but … when the only time you see it on the news is when some celebrity pisses off thousands of people that perception sticks with you,” Torossian said.
The PR guru wanted to underscore that he didn’t see the medium as bad, but he was beginning to notice a public perception problem that could be contributing to Twitter’s slowing growth, and the subsequent rise of other social media options.
“Limitless communication, which is what Twitter offers, is like the best chef’s knife in your kitchen. It can help you create the best meal you have ever eaten, or it can cut you deep.” Torossian added, “Use with caution.”