Back in July, I wrote about Twitter’s traffic plateau and speculated as to whether or not it was due to a cyclical pause or a real shortcoming in the famed 140 character publisher’s offering. Looking again at the traffic numbers, you’d really think something was amiss with Twitter.
An estimated drop of six million visitors in six months looks pretty substantial, but looks can be deceiving. Yes, there are loads of people who simply hate or don’t understand Twitter. Even during it’s July peak, traffic watchers were quick to point out the nearly 70% abandon rate of first-time Tweeters.
However, the apps may be hiding the real reason for the decline in traffic. More people are using Twitter via Tweetdeck or through automated services like Sendible. My SEO friends tell me traffic counts likely don’t measure Twitter activity as it eminates from these apps. That’s likely a big culprit. But is that all?
At some point, traffic has to level off. We’re probably not there yet, but count on Twitter becoming just another tool in the shed. It may still be the “next big thing” in marketing, but it’s certainly not “the only big thing.” Blog traffic still eclipses Twitter usage by any count.
Just remember, Twitter is a micro-focused broadcast resource more than it is a social networking tool. Marketers should remember that Twitter is a great way for consumers to practice low-impact voyeurism. They are less likely do respond to a particular post via Twitter as they are via Facebook, but they may be more likely to see it. Plus, now that Facebook has brilliantly connected your Wall Posts to your Twitter Page, there’s less reason to use Twitter for the same reasons you’d use Facebook. It’s akin to Disney World offering to give you a free ride to your Disney hotel from the airport – this way it’s harder for you to venture off to Unversal Studios in a rental car.
So, no. Twitter isn’t dying, much to the dismay of curmudgeons everywhere. But the traffic count highlights how much more complicated online communications are becoming. Quantifying success will continue to be an interesting challenge.
