The Death of Twitter


I was recently at the cinema to watch Pitch Perfect 3 (with my girlfriend I might add). Before the film started there was a 90-second advert featuring comedian Romesh Ranganathan called 'Let's Go Twitter'. The advert aims to briefly explain what Twitter is but instead forces the narrative of what the social media site wishes it could be.

Romesh tries to explain to a character called Kevin how exciting and amazing Twitter is to use; that got us in the Social We Talk office thinking, is that really the case?

Romesh pushes the idea that Twitter is this amazing corner of the internet where a wide array of people and ideas exist and lots of fun and excitement can be had from a microblogging service. Romesh infers in this video and says this in a subsequent Twitter advert but anyone who watches/reads Game of Thrones will know 'A man who must say “I am the King” is no true king at all'. Basically, just because Twitter claims to be exciting, engaging, a place for everyone and full of ideas - doesn't mean that it actually is.


Recently Twitter has been under a lot of controversy for not clamping down on hate-speech, citing that it allows free speech in all forms; before later going back on it's word and silencing hate speech accounts. By taking time to try and appease both anti-hate speech and free-speech demographics the platform has instead disenfranchised both.

Unlike Facebook the anonymity that Twitter provides is both a blessing and a curse. It offers something different to Facebook in this respect but trolling has ran rife recently and the lax verification process on the site doesn't serve much favour.

Another problem is the amount of bots on the site. Allowing tweets from brands to be auto-scheduled at first boosted the amount of brands and brand-consumer engagement on the site. However, as consumers find it increasingly easy to see which accounts are human-driven and which are automated, engagements with the later are quickly dropping.


Let's be clear, overall engagement is down, individual usage time is down, consumer opinion of the social site is down.

Do you really want to read the ramblings of an American dictator or is it a great opportunity to directly challenge and hold people accountable?

Whilst Twitter may have problems, maybe a new generation is ready to contribute their tweets and reinvent the real power and potential of this platform. The biggest challenge? Change. We like it.

'Lets Go Twitter' is clearly push to get more users to the site but if this doesn't work will we soon see the death of the first true microblogging website? Not until the current users have finished what they have to say.