Twitter as a News Tool vs Facebook as a Social Tool – Is Twitter Still Worth It for Ad Investment?

The world’s digitalization and tech advancements have made social media platforms a central place for both social interactions and news consumption. However, each social media platform has a distinctive role to play. Twitter and Facebook are the two dominant social media platforms but have their unique influence, as the former has become a dynamic news tool with its concise format, while the latter has become a go-to platform for social connections with its massive network and content type.

Despite being called “social media platforms”, Twitter and Facebook have different types of viewership. So, the evolving perceptions of Twitter and Facebook urge businesses to think about how to strategize their ad investments. If Twitter has become more of a news tool, why should businesses invest in Twitter ads?

This article intends to explore whether people still see Twitter as a social tool and a viable advertising investment compared to Facebook or whether it has become a platform for politics and commentary.

The Changing Landscape of Twitter

Founded in 2006, Twitter emerged as a microblogging social media platform that allowed users to share their thoughts in 140 or fewer characters. With time, Twitter became more than just a social interaction platform. Its real-time nature and character-confined way of delivering to-the-point information made it the best platform for instant updates and news.

Today, Twitter has become a go-to place to get instant news updates in bite-sized messages. Moreover, its intuitive interface, hashtags, and trending topics have made it possible for users to explore and engage in discussions around trending events easily.

Owing to the changing landscape of Twitter, politicians, journalists, public figures, and other individuals have started using the platform actively to share their opinions and engage with followers in real time. This also made Twitter a platform for boomers or users with a political sense instead of being just a social platform for casual interactions. In short, Twitter has become a place for political conversations, controversies, and commentaries on global events.

Impact of Changing Landscape of Twitter on the Advertisement Effectiveness

Since Twitter has transitioned from a microblogging social media platform to a hub for politics or commentary, its usefulness as a business marketing platform has become doubtable. Although the platform provides the opportunity for businesses to reach a wide audience, there is a question of whether users are using Twitter as a social media tool or just a place to get updated with the latest news.

If users’ perception of Twitter is more of a political hub, then it is likely that ads will be less effective compared to other platforms. In fact, the ad revenue of Twitter has already plunged by 89% since the takeover by Elon Musk. Moreover, Insider Intelligence has slashed its forecast of global ad revenue of Twitter in 2023 by 37% to $2.98 billion, which is a 28% decline from 2022 Twitter ad revenue of $4.14 billion.

It is evident that businesses are reducing their ad investment on Twitter due to the changing landscape and the type of users using the platform. Musk’s Twitter administration also acknowledges it with the launch of alternative revenue streams, such as an $8 Blue Tick subscription. In short, Twitter is gradually becoming real-time news and debating platform, making it less effective to run ads.

Facebook Dominance as a Social Tool

Founded in 2004, Facebook emerged as one of the first social networking platforms and set the roots of a digital revolution in terms of how people connect and interact globally. With billions of active users, Facebook offers a wide range of content types, from text statuses and photos to videos, news articles, and more.

Ever since the launch of Facebook, it has prioritized setting up and maintaining social connections. Therefore, Facebook today is a go-to place for users to share personal moments, stay connected with others personally, engage in conversations, and do a lot of other social activities.

Facebook and Its Advertisement Effectiveness

Facebook’s social-oriented approach and extensive user base offer businesses many advertising opportunities. Businesses are able to target specific demographics and utilize Facebook’s ad-friendly capabilities to increase brand awareness, generate leads, and increase sales. Moreover, there is even a dedicated “marketplace” section on Facebook, which allows businesses to list their products and get offers from within the Facebook app.

Being the social interaction and every age-group platform, Facebook has remained an effective channel for businesses to showcase ads and grab the attention of potential users. In fact, the forecasts also expect a continuous increase in Facebook’s ad revenue with every passing year. As for 2023, its ad revenue is expected to touch $153.76, which is a 13.1% increase from 2022. This will also make it cross the $100 billion ad revenue mark for three consecutive years.

In short, Facebook has kept itself the social network platform throughout its journey and also offered businesses the support and opportunity to increase their revenues with effective ads.

The Future of Advertising on Twitter and Facebook

Now that we have looked into the Twitter and Facebook advertising positions, it is evident that Facebook is outperforming Twitter in terms of ad opportunities. Both of them emerged as social media platforms, but Twitter continued to evolve as a news tool, while Facebook remained the dominant social tool. Moreover, Facebook’s diverse content ecosystem, expansive user base, and ad-friendly approach attract businesses to spend more.

From the existing trend, the future of advertising on Twitter seems to be on a declining path, while Facebook seems to have a steady or upward growth. For businesses, it is essential to evaluate their target audience and then look into which platform can offer the best outcome. If the product is something related to boomers, then Twitter might turn out to be more effective. So, it mainly depends on the product type and targeted audience.

In fact, businesses can start by investing on both platforms, evaluate the reach and turnaround, and then increase the investment accordingly. However, if there is a need to choose one of them, then Facebook definitely leads as the best social media platform for ad investment.