Twitter has set priorities to attract more users on its site
Earlier in this series, we discussed how Twitter’s (TWTR) monthly active user (or MAU) growth disappointed investors. Twitter now has 284 million MAUs that engage with its platform, but its target is to become the largest audience platform in the world. However, it’s way behind Facebook (FB), which has 1.35 billion MAUs.
So how is Twitter going to achieve its target? During the company’s conference call to announce earnings, Twitter mentioned that it has set three priorities to attract more users. These are:
- Improved user experience: Twitter mentioned that it has introduced a dramatically simpler signup process for first-time users. And once they log in for the first time, Twitter automatically creates a timeline based on what topics they choose during the signup process.
- Providing quality content to users: Twitter mentioned that it is not only increasing the breadth and depth of the content, but also the quality. Twitter has hosted the season’s premiere teaser of CBS (CBS) Showtime’s hit show Homeland and Walt Disney (DIS) ABC’s new show Selfie on its platform.
- Enabling private conversation on Twitter: Twitter also mentioned that it is adding functionality to its Direct Messaging Service for users to move between public and private conversations. We discussed this service and whether it’s enough to counter the threat from WhatsApp in the Market Realist article titled Is Twitter doing enough to counter instant messaging competition?
Twitter’s still one of the most popular platforms among teens
Although Twitter is struggling to attract more users to its platform, it’s one of the most used sites by teens. According to a survey on 7,500 U.S. teenagers conducted by Piper Jaffray this year, Instagram, Twitter, and Facebook were the three most popular social networks among teenagers. Tumblr, Google+ (GOOG)(GOOGL), and Pinterest were less popular social networks, as the chart above shows. This shows that Twitter needs to target other demographic segments also to grow its user base.
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
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