Twitter’s shares are down 35% since
the beginning of the year. The simple explanation is that it hasn’t been able to
show a compelling user growth trajectory. Because this metric is the most
important one for a social media platform, it is imperative for Twitter to
convince both investors and advertisers that its platform is one that cannot be
circumvented.
Twitter has laid out a roadmap for how it will measure, track and serve ads to the eyeballs
that never convert. There are currently 284 million monthly active users
registered on the platform. According to the company, there are 500 million unique,
non-registered users who land on the platform via search or syndication. Given
the fact that both celebrities and brands like to use the platform to share
their latest news, it easy to imagine that its actual active user base might be
bigger than 284 million. So how exactly does Twitter plan on expanding its
addressable audience size? Few details were given, but it seems that the algorithm
they are developing will create an “instant timeline” to acclimate new and
defunct users.
Will Twitter be able
to reach its goal? And if so, will advertisers buy into this “broader”
definition of active user base or will they rather focus their spend on
websites offering more engaged customers?
http://adage.com/article/digital/twitter-aims-turn-fly-nighters-users/295883/
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