Understanding User Retention and Twitter's Impact on Marketing

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Sep 25, 2023
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Understanding User Retention and Twitter's Impact on Marketing
Introduction:
In the digital age, user retention has become a crucial factor in determining the success of mobile applications. Recent data reveals that the average app experiences a significant decline in daily active users (DAUs) within a short period. Additionally, Twitter, a popular social media platform, holds unique statistics that marketers should be aware of. This article aims to explore the findings related to user retention and Twitter's impact on marketing strategies.
User Retention: A Closer Look:
Quettra's data highlights the alarming rate at which mobile apps lose their user base. Within the first three days after installation, an average app loses approximately 77% of its DAUs. By the end of the first month, the decline reaches 90%, and within 90 days, it plummets to over 95%. These figures emphasize the importance of engaging users within the crucial 3-7 day period after installation.
Key Factors for User Activation:
To improve user retention, the focus should be on factors such as product description, onboarding flow, and effective triggers. Successful apps are those that users find immediately useful and repeatedly engage with during the initial week. The decline in user activity occurs at a similar pace as average apps. Therefore, bending the retention curve relies on user activation rather than spam-like notifications. Sending excessive email notifications with generic subject lines will not significantly impact user retention.
Twitter's Impact on Marketing:
While Twitter may not be the leading social network among Americans, it plays a vital role as a news source for existing users. In Japan, Twitter stands as the number one social platform. With an advertising audience of 353 million, it holds the sixth rank among mobile apps. Notably, Twitter's user demographics showcase a higher percentage of male users (70%) compared to female users (30%). However, in the United States, the gender gap narrows, with 54% male users and 43% female users.
Understanding Twitter's User Base:
Approximately 28.9% of Twitter's audience falls within the 25-34 age range. Interestingly, 92% of U.S. tweets originate from only 10% of Twitter users. Moreover, Instagram is emerging as a competitor to Twitter in terms of news consumption, with both platforms nearly tied in terms of news use since 2019. When examining Twitter's cultural impact, the most-tweeted emojis of 2020 were π and π, reflecting the emotional nature of online interactions.
Actionable Advice for Marketers:
- 1. Focus on the first few days of user engagement: To improve retention rates, prioritize user activation during the critical initial period. Concentrate efforts on providing immediate value and ensuring a seamless onboarding flow.
- 2. Tailor marketing strategies to Twitter's demographics: Considering Twitter's predominantly male user base, marketers should create content and campaigns that resonate with this audience. However, it is essential to maintain a balanced approach to cater to the diverse user segments.
- 3. Embrace diverse news sources: Recognize the evolving landscape of news consumption and the increasing competition between platforms. To reach a wider audience, explore opportunities beyond Twitter and consider leveraging other platforms like Instagram.
Conclusion:
Understanding user retention and the impact of Twitter on marketing strategies is crucial in today's digital landscape. By recognizing the importance of user activation and aligning marketing efforts with Twitter's demographics, marketers can enhance their chances of success. Additionally, staying updated on evolving news consumption patterns will allow marketers to adapt and make informed decisions. With these actionable insights, marketers can navigate the dynamic world of user retention and effectively leverage social media platforms like Twitter.
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