Twitter has seen the number of daily active users increase by a third to 186 million in the past year. The majority of them, 150 million, are located outside the home market of America. CEO Jack Dorsey is looking for new revenue models and wants to improve his advertising products with performance functions.
The growth in the number of users is the highest in years, according to Dorsey just when the quarterly figures were published. And that does not come out of the blue. His team has invested heavily in improving the product: Twitter as an information and discussion platform.
For example, there are now, in terms of content, 4,100 clustered themes. A user should be able to easily find interesting conversations. Fifty million users now follow one or more themes. In addition, it has recently become easier to find lists of certain types of users, people who are active around certain themes.
Advertisers will soon receive more resources for performance advertising, for example for live events and product launches, due to purchased DSP technology. This follows from the acquisition of CrossInstall.
However enthusiastic Dorsey reports a wider reach, this does not apply to the financial side of the company. Revenue was down 19 percent to $ 683 million, largely due to the corona virus. Operating income turned from $ 76 million positive last year to $ 124 million negative for the second quarter. Due to an accounting intervention (“valuation allowance”), Twitter has a net loss of $ 1.2 billion.
Commenting on the numbers, CEO Dorsey said that Twitter is in a “very early phase of exploration” for selling a subscription to its service. Rumours about a subscription service were already circulating in early July as a result of a vacancy.
Is Twitter used for influencer marketing?
It’s sometimes hard to filter through all the noise on a social media platform like Twitter. There are hundreds of millions of Tweets sent each day, so even when you actively promote your content, it can easily go unnoticed by your target audience.
When it comes to influencer marketing on Twitter we would like to quote Twitter:
“For marketers today, it’s not “if” you should be partnering with creators but more so “why and how” to partner with them. What’s even more important for brands to understand is that there is a unique why and how for every platform – especially for Twitter.”
Today’s word-of-mouth (WOM) marketing is often driven by creators on social platforms such as Twitter. Furthermore Twitter states that 61% of users follow a creator / influencer, which is more so than on any other platform.
In other words, Twitter might not be the first platform that comes to mind when thinking about influencer marketing, do not ignore this platform.
To conclude, here’s a YouTube video about this topic: “I tried selling a viral quarantine product using Twitter influencers”