Twitter users are watching marketers closely. To appeal to them, abandon the clichés

Elana Morris

Consumers are savvier and shrewder than ever in their judgement of “Brand Twitter,” a tongue-in-cheek name for the spaces that brands occupy on the social media platform, as well as the engagement that encircles them.

Brand messaging frequently sounds the same on social networking platform Twitter, and it’s making marketers less effective.

That is according to both quantitative data and Twitter users themselves, who have expressed weariness with the homogenization of brand tweets. This “sameness”, in turn, is harming differentiation and user responsiveness on the social network.

In order to determine the degree of overgeneralization present in marketing tweets, Twitter’s #RealTalk intelligence initiative asked 2,000 Twitter users in the US to identify the sources behind brand tweets after removing identifying information and logos.

The results were striking; only one in three participants could correctly guess...

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