Twitter's Reputation Against Its Competitors: Facebook, Instagram

Twitter is a microblogging platform where people can share new information and ideas, and influencers connect with their audiences. It was founded in 2006 by Jack Dorsey, Noah Glass, Biz Ston, and Evan Williams. In the online social media industry, every competitor is unique and has its distinctive sides, such as Facebook, Instagram, Snapchat, Twitter, and LinkedIn, which all have the different specialties that made them leaders in this area. Nowadays, the usage of social media on mobile platforms has increased extremely fast, and the industry is getting very competitive. Therefore, these platforms are competing with each other to be the top engaging platform. In this competition, Twitter is having pretty slow growth, low retention rates, and bad engagement with the users. They are failing to attract more users than other platforms, and there are rumors, saying that Twitter would be taken by another large corporation such as Google, Microsoft, or Disney as well.

Twitter has become a real-time source for information about news and events when it found a clever marketing method, installing large television screens in the lobby of the conference center, and sharing the tweets of ambassadors on the plasma screen. This action attracted the attention of many attendees and improved its popularity. So, Twitter has an advantage of brand recognition, and they have high exposure in media. also, Twitter is a unique social platform that cannot be replaced by anything. However, the only pitfall Twitter has to avoid is that new competitors, entering the market, and current competitors, developing in a very innovative way with fast speed. The industry of social media platforms is growing so big, and so fast is the main problem for Twitter.

Over the past decade, media firms were sourcing content and quotes from Twitter, then were broadcasting them on their channels. Each tweet was carrying a surprising amount of information and was helpful to share around people. However, its growth rates have decreased in the last 5 years, because new users have faced challenges as learning all of Twitter's features and confusing about what a retweet is, and how to use the quote tweet. Even existed users sometimes do not understand the appropriate way of using Twitter. Additionally, Twitter was struggling to advertise their social media platform to non-users and to encourage current users to stay active with the platform.

Other competitors in the market such as Facebook, Instagram, and Snapchat have launched a lot of new features and events to their platforms in a very short time and increased their users rapidly. For example, Facebook and Instagram have proven that it can maintain a balance between offering a free service to users and earning revenue from advertising. They offer relatively reasonable advertising space which allows even small businesses to be able to afford advertising that targets their audience. Moreover, these platforms have a simple open-source which is easy for users to use daily. Also, they update the service frequently and add new interesting features often to retain users.

Twitter can boost its revenue, restructuring advertising offerings, then ads will produce substantial revenue for the company. It needs to be affordable for business customers to reach their target audience. Also, it is necessary to increase regional and local advertising strategies, using GPS based analytics to trade ad space and promotional tweets. Furthermore, Twitter needs to repair the user interface to allow more features that other social networks offer. It will help Twitter to improve user satisfaction and recognition rate.