These days one name in particular comes to everyone’s mind when they think of Twitter: Elon Musk. The contentious billionaire and his rather hostile takeover of the platform has definitely left its mark on the brand. Twitter remains one of the most important and influential social media networks in the world. It has around 450 million monthly active users as of 2023, and this number is expected to grow by about 40-45 percent over the next five years.
So even if Musk – intentionally or unintentionally – is truly doing his best to stifle growth so these numbers are not reached, Twitter cannot and should not be ignored. This is especially true if you are part of a regional or global organisation, or live in a country where Twitter has a high reach among the general public. Political professionals must recognise Twitter’s potential reach, and leverage it for their political campaigns. Here’s how.