According to Diffbot, Twitter users are now sharing lots of photos and the media has become the most commonly shared content on the platform. In Diffbot’s analysis of 750,000 links posted on Twitter, 35% of the content shared were images.
Article links rolled in at 16%, while videos were just 9% of links shared. Other linked content according to the survey by Diffbot was:
- 8% product information
- 7% site/homepage status
- 7% page error
- 9% other
As more and more phones have the ability to take photographs, it follows that with a few clicks on screen the image can be shared on Twitter so easily. The 140 character limit for tweets has been supplemented with the click of a camera and a few quick moves on the phone.
Diffbot developed the analysis further and discovered that 40% of shared photos originate from Twitter. At the time of the survey Twitpic only accounted for 7% of photo shares, while photos coming direct from Instagram were 15%.
Not surprisingly, YouTube rates as the most popular video-sharing site while Twitcam had only 9% of the share.
As the trend towards mobile continues to grow on other platforms, figures from eMarketers 2012 survey shows how the market share will change over the next 4 years.
In 2012 the survey shows Twitter’s mobile revenue exceeds Facebook’s (according to eMarketer research). With Twitter’s mobile marketing revenue reaching $129.7 million, this year (2012) it is outstripping Facebook’s projected revenue of $72.7 million. Earlier this year Facebook moved into mobile ad space and allowed advertisers to appear in the newsfeed on its app, moving users away from desktop ads and benefiting from users becoming more mobile in their use of the social platform. Facebook’s main revenue comes from desktop ads but their move towards mobile foresees the numbers changing, so that in 2012 eMarketer predicts earnings of $629.4 million compared to Twitter revenue of $444.1 million.
Even with this gigantic leap in revenue, Facebook still has a long way to go to rise above the leader of the pack at the moment. Google weighs in with a hefty $1423.1 million in mobile advertising revenue for 2012.
While both Twitter and Facebook increase their mobile presence, likewise other major digital ad publishers, eMarketer predict an overall growth in the US mobile market leading to an estimated worth of $2.61 billion. By 2016 the figure is expected to be closer to $12 billion.
What does this mean to you?
- Your customers are much more mobile now and they don’t often have to wait until they are in front of their home computer to make a purchase from you, recommend your business to friends or share how they are benefiting from your products.
- With this mobility comes a price you pay – be available for customer service enquiries and new orders throughout the day, especially if your business is global.
- Visual content is more appealing to customers than text based information, therefore marketing with images (infographics, product photos, funny photos, quotes and announcements as part of images) will become more visible.
- With the growth of Pinterest, images will be more popular as when new Pins are created they can be tweeted automatically. So always make sure that when Pins are created from your website content they link back to your site and contain sufficient information about your products.
- Your online marketing will need to become mobile-friendly and this includes your website, email newsletters, Facebook pages, blogs, articles, SMS. When creating new online content consider not just how it will look and read on the big screen, but small mobile devices. Although 4G roll-out is expected soon in the UK, many mobile users will still have slow connections (3G or less) so it’s worth considering how long it will take them to download your newsletter, website page or a special offer voucher.