In the world of social media, Twitter users earn more money, says Twitter

"Even the biggest companies in the world, if they wanted to, they couldn’t buy this audience"
In the world of social media, Twitter users earn more money, says Twitter
By Lubna Hamdan
Sun 07 May 2017 02:00 PM

Twitter users are the most affluent among users on other social media platforms, according to its head of revenue in the MENA region, Benjamin Ampen.

Speaking to Arabian Business, Ampen said users on Twitter are “wealthier” and also “slightly more educated”.

“If your average non-Twitter customer is worth $100, a Twitter customer is worth $145,” he said.

Ampen also said Twitter users are more influential, according to several studies commissioned by the social media platform.

“We did a couple of studies ... just showing that people on Twitter not only tend to be more affluent, but in terms of influence, they have a bigger impact, meaning that when you are a user on Twitter, you are more likely to recommend [a friend] to buy a brand ... compared to other platforms. That’s pretty strong,” he said, referring to a global study by data firms comScore and Kantar Group.

Twitter recently announced it added 9 million users in the first three months of this year, marking 328 million monthly active users worldwide. However, the numbers still mean it is way behind social media competitor Facebook, which logs in more than 2 billion users. According to Ampen, Twitter is more quality than quantity.

“We talk to a lot of advertisers, marketers, agencies -- it’s not about being on the platform that is trendy at the moment. It’s not about being on a platform that has billions of followers. Because you know what? Even the biggest companies in the world, if they wanted to, they couldn’t buy this [Twitter] audience. So it’s about being on a platform that your customers are on. In terms of influence on the world today, when something happens, when one of the [world’s] presidents ... has something to say, they say it on Twitter,” he said.

“Look, Facebook is about friends and family. Twitter is about what’s happening in the world. It’s about your interests. You want to connect with what really matters to you. When you think about the global, monthly, addressable audience, for advertisers for example, the number of people you can reach through people of the platform but also where the tweet goes because tweets travel through syndication ... Things we can’t even measure today like tweets on TV or the newspaper. We’re actually reaching almost a billion people per month.

"Twitter is live, public and conversational. I’d like to insist on the second point: public. Take Facebook, most of Facebook is not public. By public, what I mean is, if you don’t have an account or you don’t follow someone on Snapchat: it’s a great platform, but it’s private messaging. They have a bit of discover, but it’s private messaging. So it’s not the same today, when you want to push a message. Even if you’re a person [who is not well-known], if you have the right message at the right time and you put it in front of the right people, it can become viral [on Twitter]. This public, live and conversational aspect is what makes Twitter unique,” he said.

Ampen said the MENA is one of the engines of growth both in revenue and users for Twitter today, with Saudi being identified as one of the firm’s top 10 global markets consistently for several quarters.

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