You can say a lot with a heart. Introducing a new way to show how you feel on Twitter: https://t.co/WKBEmORXNW http://pic.twitter.com/G4ZGe0rDTP
— Twitter (@twitter) November 3, 2015
//platform.twitter.com/widgets.js
Twitter says the change, which happens today (3 November), will make it easier and “more rewarding” for users wanting to engage with other users, including brands. The hope is that this engagement boost will also convince more brands to spend more money on marketing on Twitter.
Twitter already uses the heart symbol on Periscope, its live video streaming app, and will now adopt it across its properties, including Vine.
“We know that at times the star might be confusing, especially to newcomers. You might like a lot of things, but not everything can be your favourite,” says Twitter in a blog post.
“The heart is a universal symbol that resonates across languages, cultures and time zones.”
The move comes as Twitter steps up plans to widen its appeal amid slowing user growth. Total monthly revenues for the third quarter increased by just 11% to 320 million, slower than the 15% increase in the previous quarter.
That comes at the same time as other social media sites such as Instagram see strong growth, with the Facebook-owned site passing 400 million active users earlier this year.
Twitter has been on the hunt for a marketing boss to help it address this problem. CFO Anthony Noto, who is currently responsible for marketing, has admitted Twitter has problem because while its awareness is near 90% in markets such as the UK its usage remains at near 30%.
Twitter has also been criticised for being too confusing for new users.
Its first TV ad campaign, launched in the US last week, aims to boost its appeal by showing how Twitter can be useful for specific user groups – for example sports fans. A UK marketing campaign is expected early next year after it appointed Lucky Generals as its creative agency.
from Marketing Week http://ift.tt/1NaHbQ7
via Steve Kaplan Marketing
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