{"id":27484,"date":"2018-05-02T15:30:39","date_gmt":"2018-05-02T13:30:39","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=27484"},"modified":"2022-07-25T08:09:43","modified_gmt":"2022-07-25T06:09:43","slug":"non-twitter-nest-pas-mort","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/05\/02\/non-twitter-nest-pas-mort\/","title":{"rendered":"Non, Twitter n\u2019est pas mort !"},"content":{"rendered":"

Non ! Twitter n’est pas mort ! Contre toute attente, Twitter a g\u00e9n\u00e9r\u00e9 pour la premi\u00e8re fois de son histoire des b\u00e9n\u00e9fices lors de son dernier trimestre 2017. Une tendance encore confirm\u00e9e fin Avril 2018 avec la publication des r\u00e9sultats trimestriels de Twitter\u00a0: le CA est en hausse de 21% par rapport au 1er<\/sup> trimestre 2017 gr\u00e2ce \u00e0 une augmentation de 28% des revenus publicitaires. Cf. La lettre aux actionnaires de Twitter<\/span>.<\/em><\/p>\n

Twitter n’est pas mort ! Il est encore bien vivace !<\/h2>\n
\"Twitter
Twitter n’est pas mort !<\/figcaption><\/figure>\n

Certes, douze ans pour \u00eatre rentable<\/a>, cela peut para\u00eetre long \u00e0 certains, mais Twitter est le seul r\u00e9seau social qui n\u2019a jamais c\u00e9d\u00e9 \u00e0 la facilit\u00e9, et cela a un prix.<\/em><\/p>\n

Pendant pr\u00e8s de 12 ans, Twitter a en effet gard\u00e9 le cap des 140 caract\u00e8res, d\u00e9fendant ardemment ce qui faisait de lui un r\u00e9seau social unique, o\u00f9 la concision \u00e9tait – par essence – de mise. Il a r\u00e9cemment assoupli cette r\u00e8gle fondatrice mais l\u2019esprit des d\u00e9buts est toujours bien pr\u00e9sent, les 280 caract\u00e8res continuant d\u2019interdire toute logorrh\u00e9e.<\/em><\/p>\n

Twitter est donc toujours l\u00e0, bel et bien l\u00e0 et cela me r\u00e9jouit. Comme \u00e0 d\u2019autres r\u00e9seaux sociaux, on peut bien entendu lui faire des reproches (fake news, faux comptes\u2026) mais Twitter reste le canal d\u2019expression favori des personnalit\u00e9s en tous genres\u00a0: hommes politiques, chefs d\u2019entreprise, stars\u2026<\/em><\/p>\n

\"Twitter
Twitter n’est pas mport ! Voici le Tweet le plus aim\u00e9 de tous les temps.<\/figcaption><\/figure>\n

La politique au coeur de Twitter<\/h3>\n

En 2017, les hommes politiques (pas de femme dans le top 5) les plus mentionn\u00e9s dans le monde ont \u00e9t\u00e9, par ordre d\u00e9croissant<\/a>, le pr\u00e9sident des Etats-Unis, Donald Trump<\/a>, le premier ministre indien, Narendra Modi<\/a>, le pr\u00e9sident v\u00e9n\u00e9zu\u00e9lien, Nicolas Maduro<\/a>, le pr\u00e9sident turc, Recep Tayyip Erdogan<\/a> et le pr\u00e9sident de la r\u00e9publique fran\u00e7aise, Emmanuel Macron<\/a>.<\/p>\n

\"Twitter<\/p>\n

<\/h2>\n

<\/p>\n

Twitter, une source d’information et d’expression<\/h3>\n

\"Twitter<\/p>\n

Twitter est aussi un tr\u00e8s bon moyen d\u2019acc\u00e9der \u00e0 une information locale de qualit\u00e9. R\u00e9cemment, le r\u00e9seau social a annonc\u00e9 sa volont\u00e9 de renforcer l\u2019acc\u00e8s aux vid\u00e9os live, en partenariat avec de nombreuses cha\u00eenes d\u2019information locales.<\/p>\n

Twitter, c\u2019est aussi le moyen, pour tout un chacun, d\u2019exprimer et de partager ultra-facilement une joie, un moment intense, une r\u00e9ussite, un rat\u00e9, un coup de gueule\u2026 S\u2019inspirant des pratiques de ses utilisateurs, Twitter a officialis\u00e9 fin 2017 une fonctionnalit\u00e9 d\u00e9j\u00e0 tr\u00e8s utilis\u00e9e empiriquement\u00a0: les discussions (threads<\/a>). Cela permet aux twittos de publier en une seule fois une s\u00e9rie de tweets et de faire r\u00e9agir leur communaut\u00e9.<\/p>\n

Twitter n’est pas mort : une audience toujours au rendez-vous<\/h3>\n

Quand on \u00e9pluche les r\u00e9sultats trimestriels du petit oiseau bleu, on voit que les utilisateurs actifs quotidiens (Daily Active Users) poursuivent une croissance \u00e0 deux chiffres depuis maintenant 5 trimestres cons\u00e9cutifs. Si l\u2019on raisonne en utilisateurs actifs mensuels (Monthly Active Users), on atteint les 330 millions de users dans le monde.<\/p>\n

Des utilisateurs qui, gr\u00e2ce au passage aux 280 caract\u00e8res, passent plus de temps sur la plateforme, ce qui g\u00e9n\u00e8re plus de likes, de retweets, de mentions, de r\u00e9ponses et, au final, plus de followers. Sur le dernier trimestre 2017, 28 millions de vid\u00e9os en live streaming ont \u00e9t\u00e9 diffus\u00e9es par les twittos via Twitter et Periscope. L\u2019engagement des utilisateurs est donc pr\u00e9sent, plus que jamais.<\/p>\n

Twitter a par ailleurs r\u00e9ussi son pari en termes publicitaires. Certes, la progression de 1% du CA publicitaire (\u00e0 644 millions de dollars) n\u2019est pas mirobolante mais il faut aller chercher les motifs de satisfaction ailleurs, notamment du c\u00f4t\u00e9 de l\u2019engagement.<\/p>\n

En hausse de 75% d\u2019une ann\u00e9e sur l\u2019autre, cet engagement dop\u00e9 se traduit principalement par un taux de clic (CTR) plus \u00e9lev\u00e9 et ce, sur tous les formats. Le machine learning n\u2019est pas \u00e9tranger \u00e0 ces nouvelles performances, permettant au ciblage d\u2019\u00eatre affut\u00e9 toujours plus finement. La mont\u00e9e en puissance de formats vid\u00e9o engageants comme les video website cards et les video app cards contribue aussi \u00e0 am\u00e9liorer le CTR.<\/p>\n

Cet article a \u00e9t\u00e9 \u00e9crit conjointement avec Fabrice Deblock<\/span>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Non ! Twitter n’est pas mort ! Contre toute attente, Twitter a g\u00e9n\u00e9r\u00e9 pour la premi\u00e8re fois de son histoire des b\u00e9n\u00e9fices lors de son dernier trimestre 2017. Une tendance encore confirm\u00e9e fin Avril 2018 avec la publication des r\u00e9sultats trimestriels de Twitter\u00a0: le CA est en hausse de 21% par rapport au 1er trimestre …<\/p>\n","protected":false},"author":20,"featured_media":61821,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-27484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nTwitter n\u2019est pas mort ! Il bouge encore et c'est tant mieux !<\/title>\n<meta name=\"description\" content=\"Twitter n'est pas mort ! 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