Twitter Leads Platform Loyalty

Reed Duchscher shares insights about social media platform dynamics, particularly focusing on user loyalty and engagement across different platforms. His perspective is shaped by extensive experience managing top creators and building businesses through social media.

Key Points:

• Twitter's Unique Value:

  • Highest fan loyalty among all social platforms
  • Followers who comment are more valuable than casual viewers on other platforms
  • Users actually care about and remember content creators' handles
  • Appeals to older, more engaged demographic
  • Better platform for meaningful engagement and product recommendations

• Instagram's Position:

  • Middle-tier platform for user retention
  • Can drive purchases but less frequently than Twitter
  • More casual engagement than Twitter

• TikTok's Characteristics:

  • Lowest user retention among platforms
  • Users often can't remember creator names or channels
  • Content comes and goes quickly ("mindshare")
  • Recognition without retention: "I recognize them because I've seen them on TikTok, I have no idea what their TikTok channels are"
  • More suited for casual, rapid content consumption

• Platform Strategy:

  • Twitter is best for building deep connections
  • Focus on Twitter for fan loyalty and product launches
  • TikTok better for reach than retention
  • Platform choice should align with business goals and target audience

• Business Impact:

  • Twitter followers more likely to convert on product recommendations
  • Word-of-mouth more effective through Twitter
  • Product promotions on TikTok often get scrolled past without consideration