Twitter’s looking to engage its logged-out users

Earlier in this series, we’ve been talking about Twitter’s (TWTR) monthly active users (or MAUs). These are the users that log in to Twitter’s platform every month. However, according to management, the number of users who don’t log in to Twitter’s site but who interact with its platform are 1x to 2x its number of MAUs. Twitter mentioned that there are four ways these users come to visit its site. These are:

  1. Searching for a person: A user searches for a particular name of a person through a search engine. Clicking on the name takes that user to the profile page on Twitter,
  2. Searching for a topic: A user searches for a topic or an interest, which will take that user to that tweet detail page on Twitter,
  3. Homepage: A user searches for an information directly from the Twitter homepage,
  4. Tweets on syndicated partners: A user sees a Tweet on Twitter’s syndicated partners, such as Time Warner’s (TWX) CNN or Walt Disney’s (DIS) ESPN, and clicks on it.

Will Twitter be able to monetize its logged-out users?

Twitter’s changes to profile pages are showing results now

Twitter mentioned that it has been changing users’ profile pages to better engage these logged-off users. Some of these changes included having bigger photos on profile pages and giving tools to users to highlight tweets for others to see. The company made several other changes to give a look similar to Facebook (FB) and Google+ (GOOG)(GOOGL). Twitter mentioned that since making those profile page changes, it has seen an increase in a number of metrics, as the chart above shows.

Management also mentioned that it can start monetizing its logged-off users through targeted advertisements, as it knows the user’s topic of interest and the above-mentioned four ways users arrive on Twitter. Interested to see how social networks use user data to target ads to users? Read the Market Realist article titled How Facebook and other social networks monetize users’ data.

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