Is Twitter Still an Effective Marketing Channel in the UK in 2020?

It’s an unfortunate truth that Twitter isn’t what it once was.

By the first quarter of 2015, the social media site had grown to 302 million users, and while the number of people regularly using the site today aren’t too far off that, growth has stagnated over the past five years and the quality of content on Twitter has changed somewhat.

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It’s no longer the go-to chic social networking site of up-and-coming tech start-ups and high-end luxury brands – but that doesn’t mean its fallen into irrelevancy just yet; Twitter marketing still has a valuable place in a successful digital marketing strategy.

Is Twitter declining in popularity?

Without a doubt, yes.

To be clear, though, Twitter is still used by millions of people around the world. In Q4 2018, Twitter had over 320 million active users, the lowest user figure on the site for two years.

By 2020, Twitter has changed their criteria and now count 145 million monetizable daily active users; this number isn’t just users, but those users who are active enough on Twitter to see ads and bring in revenue to the site.

This is actually an increase of 17% on Q3 of 2017, which might indicate that Twitter is seeing a small resurgence in popularity, though it’s important to note that in comparison, Instagram has reported having over 500 million daily users.

However, if we assess Twitter by another metric – daily tweets – we can see a fall of over 200,000 Tweets per day between Twitter’s peak in 2014 and 2018.

Twitter use is changing!

The relationship between these two statistics can be seen as an illustration of the changing landscape of Twitter.

In 2014, Twitter was largely a tool for communication and networking between individuals and companies, whereas in 2020 it is more often used as a source of news and debate; this was already the case in 2017, when 74% of Twitter users reported using the site for their daily news fix.

Because Twitter is a social networking site which basically consists of user-generated content, this change in use has a huge impact on what Twitter essentially offers.

An uptick in users, but a fall in daily tweets, imply that more and more people are using twitter to read and retweet, but not take an active part in conversations.

While this might not sound problematic at first, it is for a social site which relies on users taking part to maintain a strong, varied content base.

Can Twitter still be an effective way to market for UK businesses?

Just because growth on Twitter is slowing, this doesn’t mean that it’s not still relevant in 2020.

In fact, despite stagnating user numbers, Twitter advertising engagement was up 23% in Q3 2019. With millions of users around the world – and 14.1 million from the UK alone – Twitter is a huge audience that shouldn’t be ignored.

What’s important now is that Twitter doesn’t make up your entire digital marketing strategy; it should simply be one aspect of a strategy which targets a range of social media platforms and websites, including both Twitter and platforms seeing more growth like Facebook and Instagram.

A lot of content can be cross-posted on various social networks, so creating and maintaining a Twitter account to increase your brand’s presence among Twitter users doesn’t have to mean creating a boatload of new content; it’s just another avenue of communication with potential customers to manage, and the more of these you leave open, the better.

Twitter’s design also makes it a convenient platform for consumers to get in touch with companies directly, and it remains a popular method of B2C communication in 2020.

While marketers must always keep an eye to the future, even somewhat outdated social media platforms offer high-value marketing opportunities; ultimately, for the small amount of work that it takes to set up and maintain an active Twitter account, a reach of 14 million UK consumers isn’t bad going.

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Four Ways Social Media Can Maximize Your SEO Efforts

Social media and SEO may not overtly look like they can influence each other. Social media platforms focus on shareable content while SEO is used to maximize traffic and engagement on a website by improving that website’s ranking in Google’s search engine rest.

On top of that, Google revealed in a video released in 2014 explaining that it does not consider a strong social media presence as a factor when it comes to ranking on its search engine.

However, that does not mean that the two are not related or that they cannot boost each other. If you look directly at what kind of websites rank higher on Google’s search engine, you will see a clear relationship between social media and SEO.

An experiment conducted by Hootsuite in 2018 found a relationship between social media and SEO when they discovered a 22% increase in reach among websites that effectively used social media’s shareability features.

What this means is that even if there is no direct link between social media and SEO, websites that rank on Google’s search engine results page (SERP), tend to have a strong social media presence as well.


How does social media help SEO?

While SEO is traditionally meant to help websites rank higher on SERP’s, the truth is that today social media profiles can be modified to include SEO as well. In fact, a properly optimized social media page can help push your brand forward and your business ahead. Read this great guide by Hubspot –

An effective business marketing strategy has to include SEO management of not just your website, but your social media profiles as well. The main reason behind this is that social media platforms have turned into the most often used content distribution channels. With millions of users spread out all across the world, social media will increase your brand’s visibility as well as improve engagement and reach.

How do you achieve better SERP rankings using social media?

The more quality content you generate on your social media profiles, the more likely they are to be shared and gain traction. Social media, much like SEO, is a game of consistency and diligence. When you create content relevant to your brand that is shareable, you increase your visibility by becoming accessible to more and more people.

When it comes to developing a reputation as well as loyalty, people generally tend to trust those brands that are recommended by their families and friends. This means that your social media content, when shared among family and friends, can better generate both brand reputation and traffic for your website.

Optimizing your social media channels also means that you have to prominently include your website’s information on your social media platform. That way, people can link back to your website, and you can get increased traffic.

When this happens, Google will automatically start to rank your webpage higher. The more relevant you become and the more traction you get, the higher you will be ranked. That is why the brands at the top tend to be people who are both reputed as well as authorities in that area. Social media profiles also appear in SERP’s these days, so their relevance when it comes to online marketing cannot be underestimated.

How do you effectively incorporate social media into your SEO and marketing strategy?

Now that we have seen that SEO and social media can work together, the next step is to figure out which SEO and social media strategies will work best for your brand.

Once you have built your website and social media profiles, the next step is to make sure you have a consistent brand image and voice throughout them all. You should also develop a content calendar and have a bucket list of content optimized for different channels and ready for use.

Here is how you use social media to boost traffic conversion and website engagement:

  1. Develop a consistent purpose across your content: This means that every content you create has to be designed to sell your product. While posting consistent updates is important, unless that content links back to you in some way, it becomes useless. This is highly important when it comes to social media because you have a limited time period within which your target audience will see and scroll past your content. So when your content catches someone’s eye, there has to be a call to action which informs them about your website and product.
  2. Create consistent sharable content: The more shares you get across various social media platforms, the more likely you are to gain traction on your website. Aside from posting content directly on to your social media channels, another trick you can try is to develop content on your webpage, and then make that sharable using social media buttons. When you later share this content on your own social media platforms, you can gain an advantage when it comes to generating traction. Quality articles and listicles catch are often shared on social media, and this can help you create conversations and boost engagement.
  3. Build Contacts and Conversations: You must regularly engage with your customers, especially when they have queries. Social media platforms are organic in nature, and the more effort you put into expanding your name, the more traction you will get back. Using hashtags on Twitter is an effective way to spread the info about your brand, especially as hashtags can work very similarly to SEO keywords.
  4. Think of a long-term social media strategy: The interaction between SEO and social media is a continuous one. You cannot use your social media channels for a few months, generate a following, and expect continued followers once you stop using it. You should have a long-term strategy based on market research to make the best of SEO and social media.

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SEO Toolbox: 5 Best Free SEO Tools To Use

Free SEO tools lead to digital marketing success

Every savvy digital marketer has now come to realize that SEO is not a piece of cake.
A lot goes into it in terms of money, time, and effort.

The type of goals you need to focus on to get increased traffic and clicks and being able to translate all of that into
converted customers are important, the reality is that achieving them without
having proper resources in place is next to impossible.

Google receives more than 63,000 search queries per second on a single day. Also, 15 percent of all searches on Google are new. As such, you need to be on the top of its SERP to attain an optimal CTR, which is seen to be 31.7 percent for the top organic search result.

This is where free SEO tools come into the picture as a collection of the armory that can help competitive, go-ahead digital marketers ace the SEO ballgame. You will have to leverage SEO tools to achieve the following benefits:

  • Scale up your business by simplifying the SEO process.
  • Conduct detailed SEO analysis and SEO audit to improve performance and save time.
  • Conduct a competitor analysis by seeing their backlink profile and keyword usage.
  • Step up your content marketing by identifying high-converting keywords and key phrases.
  • Achieve high returns on investment by converting website clicks to purchases.

The best SEO tools you need to consider using RIGHT NOW

Now that you know why you need SEO tools as a digital marketer, it’s time for you to make a choice from the plethora of SEO tools out there. Looking for ways to save money? There are many free SEO tools available too! Here’s a list of the five best SEO tools that will make the choice easier for you:

Google analytics

Google Analytics certainly deserves to be the first on this list of best SEO tools. Every digital marketer, aiming at a higher number of clicks and conversions, should indispensably use this website SEO checker created by the search engine giant itself.

It becomes one of the best SEO tools for its sheer capability to
provide a massive collection of data. It allows you to check how many people
clicked on a specific webpage, how long did they stay there, how specific
keywords perform, and location demographics to name a few.

When you use Google Analytics, you are likely to get in-depth information about your website’s performance—something that can help you devise the best content strategy. It provides the simplest way to find out what website elements work and what do not work for you. It’s a free SEO tool, meaning you don’t have to shell out a whopping sum to enjoy its features.


The second on the list of best SEO tools is SEMrush. If you know the importance of
using the right keywords in your website content, then you will value this
keyword research tool like nothing else. This is amongst the best SEO tools
that brings to all the information you need regarding the ranking of each
keyword on your website.

This feature-rich shows you the position of your keywords on SERPs, the traffic patterns over a year, and the URLs to where your keywords drive traffic. The SEO tool also allows you to find your competitors’ keywords, and how they are ranking on SERPs, and create content around them. From SEO analysis to SEO audit, you get help with everything from SEMrush.

Answer the Public

When we talk about search queries, it’s all about asking questions. People look for specific information, which is why they type in their questions in Google’s or any other search engine’s search bar. Content marketing is all about coming up with the right answers to these questions, and one of the best SEO tools that help you do so is Answer the Public.

Answer the Public is one of the very few SEO tools that is oriented so well toward content marketers. You can leverage this tool to fetch popular search queries after typing in a keyword. It gives you a clear graphic of all the questions that people ask when they use that keyword. As such, you get valuable insights into the desires and concerns of your audience and create well-targeted content pieces.


Being a nifty website SEO checker, Woorank deserves to be on the list of the best SEO
tools available to digital marketers. It’s simple to use and aims to improve
the SEO of your website. It does so by creating an SEO score and a highly
actionable list called the “Marketing Checklist.” This list is all you need for
fixing any issues found on your website’s SEO.

This is different from most other free SEO tools because it comes with a pane for social sharing. You can find a range of information on this page, such as the number of likes, comments, shares, bookmarks, and backlinks, your website has got across social networks. You can also find a dedicated mobile section that provides useful information on the performance of your web pages on mobile devices.


Last, but certainly not least, there’s Neil Patel’s Ubersuggest which took the SEO community by storm as he released this tool as a free tool. There is now a premium version to the tool which gives you more options in order to see more search results, keyword suggestions, the number of keywords to track, and much more.

Ubersuggest is counted amongst the best SEO tools. It leverages Google’s Keyword Planner tool to derive data that lets you come up with different keyword ideas. You can also find valuable data related to each keyword, such as the average cost per click (CPC), search volume, referring domains, backlinks as well as competition level.

The best feature of Ubersuggest is its smartness in filtering out certain keywords
that may not interest you. Not to forget, the updated Ubersuggest 3.0 lets you
get domain metrics by simply putting in the URLs.

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