By Alice Lam
Despite the fact that many soccer fans were unhappy with Argentina's loss, Twitter came out to be the true winner. Critics have questioned how Twitter would innovate in a media where everyone is limited to 140 characters. However, Twitter tapped into the hearts of the soccer fans by doing just that: creating interesting experiences and games on the platform and grabbing more users from other countries, thereby increasing the share of the pie. By focusing on the two pillars of business, growth and engagement, sales shot up. Second quarter earnings reported a $312 million revenue, a 124% increase from last quarter. 89% attributed to mobile.
Twitter is in fact its own case of how a brand does social media well. Twitter is by now, a pretty established brand and instead of resting on its laurels, it tapped into a very unique, global event that lends itself to virality. Inversely ironic, soccer fans are growing within the US and really strong in other parts of the world, that are not using Twitter. Using Twitter as a channel to make commentary on sports games really highlight its immediacy, community and shareability in ways that other brands simply can't. Unlike Facebook, Twitter is used mainly through mobile, which is a growing area right now in advertising. If Twitter continues to innovate and create new, fun ways to reach customers, their revenue will continue to skyrocket.
http://adage.com/article/digital/world-cup-delivers-a-big-win-twitter/294378/
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