When it comes to the perception of Twitter, the marketing world has been hot and cold on the platform over the years. When it first launched, the outright hysteria surrounding Twitter is something only matched by the negative views people had about the app during its "down years" starting in 2016, when stock prices reached an all-time low of $14.

But it's become clear the platform isn't going anywhere anytime soon. Their niche of being a real-time, newsy platform is something no competitor has matched yet. 

This has contributed to the number of daily users steadily growing 9 percent year-over-year since 2016, stock prices rebounding to over $30, and industry experts Mark Schaefer (best-selling author of Social Media Explained) and M.G. Siegler (General Partner at GV) going so far as to claim we're experiencing a "Twitter Renaissance."

Piggybacking off of this momentum, the company has recently made some major moves that foreshadow a much larger push for dominance. Because the platform has changed so dramatically as of late, I think a column covering marketing on Twitter in 2019 is in order. Let's jump in.

What's Changed

In March, Twitter rolled out a prototype app, called "twttr" (super creative, I know), that gives select users access to new features so the company can test which are resonating best. This gives users the chance to not only toy around with cool updates, but also to see what's on the horizon for Twitter as a whole.

Users can use twttr to notice patterns so they can get a head start on their competitors. This prototyping app also suggests Twitter's renewed emphasis on building a strong community of loyal users, something any social network can benefit from.

Last, Twitter recently launched its first podcast, titled Character Count, which gives listeners the inside scoop on how to effectively use Twitter Ads. This podcast shows the company is doubling down on its advertising platform, and might eventually stray down the same path as Facebook in terms of being "pay-to-play."

1. Learn and experiment with Twitter Ads.

If you aren't already doing so, start educating yourself and experimenting with Twitter advertising. To begin, listen to Twitter's Character Count and read sites like Social Media Examiner, which teaches readers how to effectively use any and all social channels for brand building.

Also, make sure to test out Twitter's various styles of ads, which include Promoted Tweets, Promoted Accounts, Promoted Trends, video ads, and more. Measure which style typically drives the best results for your business and optimize your approach from there.

2. Double-down on video.

In a recent report, Twitter revealed that tweets with video currently see 10 times more engagement than those without. As evidenced by this good performance and the fact that Twitter is pointing users in the direction of video, savvy entrepreneurs everywhere should be taking advantage of video?--?both in their ads and on regular tweets. 

3. Volume is still key.

Despite Twitter now using engagement-based algorithms similar to Facebook and Instagram, the highest performing Twitter accounts still tweet an average of 15 times per day. This isn't to say you need to publish this much, but it does illustrate that to get the most out of the platform, you have to put in consistent work.

4. Take advantage of scheduling tools.

To help with the volume, try using third-party scheduling tools like Tweetdeck and Hootsuite to preschedule your tweets. This allows you to block out a couple hours over coffee (or beer) over the weekend to create and schedule all your tweets for the upcoming week.

5. Create a "Twitter mission."

Where many people go wrong when it comes to publishing content on Twitter and beyond is they have no end goal in mind. To combat this, create what we'll call a "Twitter mission" by figuring out why you're trying to get big on the platform. An example could be Bethany, a running coach in Phoenix, who wants to become the go-to authority on marathon training on Twitter.

Not only does a Twitter mission help you gain clarity on your larger goals, it also makes your decisions black-and-white when it comes to how you spend your time on the platform. Either the action you're taking is getting you closer to achieving your goal or it isn't. It's just that simple.

Twitter has changed a lot over the past couple years, and it's unlikely the trend will slow down any time soon. In the coming year, begin marketing your business on Twitter with these new updates in mind. It just might be one of the best marketing decisions you make in 2019. Best of luck.