Twitter doesn’t seem to care about helping marketers drive business success.
Facebook, Instagram, Snap, Pinterest, and LinkedIn all feature business outcomes like sales, ROI, and brand awareness in more than half their case studies. But not Twitter.
The company has never focused on business results: In 2016 only 26% of Twitter’s cases featured business metrics. Instead, 72% of Twitter’s 2016 case studies spotlighted digital metrics like impressions and clicks; 64% showcased social metrics like engagement and followers.
Somehow, Twitter has further reduced its attention to business outcomes. This year just 16% of Twitter’s case studies feature business metrics. Meanwhile, 90% showcase digital metrics and 68% highlight social metrics.
Twitter needs to help marketers focus less on impressions and engagement, and more on real business results.