Twitter To traders: here is How We’re conserving users Addicted

in case you have been any place close to Twitter these days, you know that these days is the day that the corporate introduced its quarterly income—after the numbers have been leaked, after all, in a sequence of tweets. The leak despatched the corporate’s inventory tumbling, thanks partially to monetary metrics that fell short of expectations.

but while the news wasn’t all beautiful, Twitter CEO <a class="fc-plugin people-page" href="http://www.fastcompany.com/person/dick-costolo" data-name="peoplePages" data-id="fastcompanyphrases for investors in regards to the company's efforts to give a boost to person retention. In whole, Twitter noticed 302 million monthly energetic users in its first quarter of the yr, which represented an 18% 12 months-over-yr increase. This was roughly consistent with expectations, while Twitter's mobile monthly energetic users clocked in at 241.6 million, which fell relatively in need of expectations.

even if Twitter’s revenue is on the rise—at $436 million, it grew seventy four% over final 12 months all the way through Q1—its person increase has been slowing in latest months, according to The Wall boulevard Journal. Left unaddressed, this drawback could balloon into a significant roadblock in Twitter’s gradual crawl toward profitability.

As Costolo made clear early on in as of late’s income call, boosting these user numbers and making certain new signal-united states of americastick around are huge priorities for the corporate. To help them do it, Costolo says the company is focusing on answering two basic questions for brand new users: “Why will have to i take advantage of Twitter? How do i use Twitter?”

this is a challenge that they have been attacking from more than a few angles.

simply two weeks ago, Twitter launched a dramatically redesigned home web page for logged-out visitors. the brand new format de-emphasizes the login and sign-up moves in want of showing logged-out customers what issues most: curated content from the service itself. via showing in style tweets damaged down via class, Twitter hopes to make its relevance more glaring to freshmen, and within the course of, persuade extra folks to enroll and preserve coming again.

For now, any such class-based curation is most effective seen to logged-out customers, but Costolo said because the characteristic evolves, logged-in users will have to predict to look equivalent changes on their end as smartly. “As we iterate on the logged-out experience, you must completely expect us to ship those experiences across the full operation,” Costolo mentioned.

Costolo also inquisitive about Highlights, a brand new, curated digest of tweets that Twitter just announced ultimate week. In guidance for the death of its discover tab, Twitter is experimenting with new easy methods to curate tweets for customers and help them sift through the noise to seek out probably the most related and essential content.

other new features that Twitter has introduced to keep customers’ attention are the “whilst you were away” recap of important tweets and the “immediate timelines” it shows for brand new customers to get rid of the friction and confusion of having individuals build their own Twitter networks from scratch. Twitter is also hoping that new features like native cellular video and universal direct messaging will assist move the needle on these ever-crucial engagement metrics.

Twitter provided very little in the way in which of metrics that display that its new consumer retention ways are working, but they are all somewhat new features. both way, it’s evidently a huge priority for the corporate moving forward.