What do successful brands use Twitter for? According to a survey by Statista, companies use Twitter to boost brand awareness rather than sales.
Over 90% of Twitter’s revenue is from advertising and promoted accounts, particularly via mobile, but according to studies the company has had trouble attracting marketers.
In a recent report from Socialbakers only 23% of marketers said they use Twitter’s ad platform, compared to Facebook which 92% of marketers said they use.
Driving sales on Twitter doesn’t appear to be anywhere near as important as spreading brand awareness for companies.
According to Statista’s chart, 72% of brands use Twitter to increase brand awareness, 58% use it to drive traffic, 55% use it to engage existing customers, and 51% use it to find new leads.
Facebook, YouTube, and LinkedIn all rank above Twitter in social media companies that are utilized for marketing.
It should be noted that Twitter’s ads are currently only available to certain regions around the world.
You can check out the survey’s results here.