Facebook and Twitter have changed considerably over the years. One could say that both platforms have even transformed completely in the past few months. Twitter, for example, will soon have a redesigned profile which happens to be reminiscent of Facebook’s. Of course, Facebook has also gone through a redesign for both desktop and mobile.
How will this new social media evolution affect business and marketing strategies? Which platform should you purchase ads for, and will they be more effective? It all boils down to one question really: Which platform is now better for your business and brand? That’s exactly what we’re going to explore.
Facebook recently introduced the large space at the top of personal profiles which allows users (and businesses) to upload a cover photo. Twitter has borrowed the idea and now allows users to upload a 1500×500 pixel cover image.
The cover photo on both platforms offers businesses a great opportunity to generate leads. With a little creativity, the cover photo can be used to display a call to action, shortened links, offers, discounts and even product or service promotions. In other words, this is a real chance for your design team to shine. Coca Cola uses their cover photo to promote the World Cup and their Happiness Flag campaign.
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Every brand should take advantage of the cover photo feature by generating something truly unique.
Twitter Profile Photo Resize
The new Twitter profile photo is much more similar to the Facebook profile photo now. It’s no longer placed in the top center, but instead the top left. It has also been resized to a much more accommodating 400×400 pixels. Some folks will grumble, because it means we all have to change profile pictures – again. As long as the previous image fits square dimensions it will scale just fine. We are going to argue that you should change it anyway.
Now you can change the cover image and profile photo so that they blend together. Havahart’s Facebook page, for instance, blends the cover photo and profile picture in a very beneficial way. The cover photo includes a bright and promising call-to-action, while the profile picture asserts the brand logo and name. Notice how they relied on both together to give visitors the full picture?
Pinned and Engaging Tweets
Twitter now allows you to pin relevant tweets so that they always appear at the very top of your profile. This is especially useful for brands running marketing campaigns or promotions on Twitter. Running a contest? No problem, pin the instructions to the very top of your profile stream so new visitors know exactly what to do. When you want to replace the tweets with a new one, you can simply unpin the old tweets.
In addition, tweets that perform well and garner extra retweets or mentions will appear a bit larger in your stream. This basically gives precedence to engaging content, earning it deserved attention. Facebook does something similar by placing top news stories at the forefront of everyone’s feed.
Differences in Paid Advertising
The gap between the two networks in terms of features has pretty much gone away. There are still a few differences, but for the most part, Twitter is now on an even keel with Facebook. Out of the two, however, Twitter is currently in the lead when it comes to advertising and marketing in general.
To earn exposure on Facebook, brands have to dish out money consistently. Facebook ads work great, but not all businesses have a proper budget to accommodate social advertising.
Twitter, on the other hand, has a bunch of new feature upgrades thanks to the redesign, which borrow from Facebook’s fantastic structure. Of course, with Twitter you can pay to promote tweets, but the new design makes that almost entirely unnecessary. Twitter now emulates Facebook’s innate style and doesn’t require the same money sink to be noticed. That makes it extremely more valuable to small business and brands.
It’s also important to note that Facebook ads allow brands to target their audience directly, with a click through rate of about 0.12 percent. Twitter, on the other hand, has a click through rate of 1-3 percent but in a very limited spectrum. Facebook has five times as many users, so naturally, it offers a much larger audience for marketing, media and entertainment.
Twitter and Facebook both have their different styles and benefits they can deliver to your business. However, in the end, it’s still important to implement both in your online marketing strategy, because after all, not everyone is on both networks!
What do you think of the new profiles? Tweet your answer to @eZangaInc and @SavFMarie!