Twitter just launched a new analytics dashboard for publishers
Social media giant Twitter (TWTR) has been working hard on improving its platform over the last couple of years by weeding out bad actors and improving users’ and advertisers’ experience on its platform. Last week, Twitter unveiled Media Studio, a tool that helps advertisers identify the best time to publish. The analytics dashboard shows publishers when video tweets will see the most engagement, though only when users are watching videos on the platform and not when they are watching a particular advertiser’s video. Twitter is also working on other tools to give advertisers more actionable data, which could drive Twitter’s ad business.
Video ads now make up over 50% of Twitter’s revenue
Video ads now drive Twitter’s growth. In fact, according to eMarketer, video ad revenue made up 55% of Twitter’s total ad revenue last year.
While Twitter’s revenue is still growing, its user base growth is stalling, partly because the company is weeding out bad actors. However, this weeding out could benefit the company in the long term as publishers prefer that their ads aren’t placed next to negative content.
If Twitter’s user base doesn’t grow, it may have to eke out more from its user base to keep up its revenue growth. Twitter’s latest move, which we’ll look at next, could help it achieve just that.