On Friday, I added Twitter’s “improved timeline” to my account, because as of Wednesday, the option is supposed to show me my best tweets first. I don’t see much of a difference, but Twitter hopes I and its millions of account holders will. Otherwise, the apathy that’s causing millions of account holders to stop using the network may continue and further plummet its share price and attraction to marketers.
“Brands that create quality content have always performed well on Twitter,” reads the post by Eric Farkas (@farkas), a Twitter product marketing manager. “With this update, whether it comes from an SMB, large brand, consumer or athlete you follow, the best content shines through. We’ve noticed in our early experiments that people who have this experience turned on tweet and retweet more on Twitter — and we believe this means that brands can reach a more engaged potential audience. Throughout our tests, we also saw an increase in engagement for brands’ organic tweets and an increase in engagement for tweets about live events. Promoted Tweets and Promoted Accounts will work the same way as always, and are not affected by this change. Brands will still have access to the same suite of creative, measurement and targeting tools to make sure theirs ads display to the right people at just the right moment.”
The updated timeline shows people the Tweets they're most likely to care about. Here's how it workshttps://t.co/MNVoEVnmBY
— Twitter Advertising (@TwitterAds) February 10, 2016
But as much as Twitter says its users will love the change, do they? If the hashtag #RIPTwitter is any indication, not so much.
Urrghh my Twitter stream feels even more polluted by 'promoted' animated drivel than usual #RIPTwitter
— Tancredi D'Onofrio (@Tanc) February 12, 2016
And this decreasing relevance to consumers — 2 million fewer are visiting the network each month — showed in analysts’ pessimistic take Thursday about the company’s earnings forecast, which resulted in share prices reaching “all-time lows.”
The Los Angeles Times reports on Wednesday that this “maelstrom” could be much ado about nothing.
“An earlier change, Moments, which curates and promotes popular tweets, was not nearly as controversial but did little to inspire confidence in the company's direction,” writes David Pierson. “ ‘We do not think that Moments drove a meaningful increase in users, as much of the content remains outdated or irrelevant,’ Pachter of Wedbush Securities said in a note to investors last week. ‘In addition, Twitter remains difficult to use relative to its peers, and a solution does not appear to be imminent.’ ”
So is this tweet right?
#RIPTwitter ... A competitor is needed ASAP
— DK [94:28] (@Dukester_94) February 12, 2016
Or is this analyst correct?
“Twitter's [monthly active users] are stuck at 320 million,” writes Brian Nichols on Friday for Seeking Alpha. “This lack of MAU growth is perhaps the biggest knock against Twitter, with investors concerned that TWTR will be unable to demand higher ad prices without user growth. Yet, Twitter's ad revenue rose 48 percent in the quarter, which was driven by a 153 percent increase in ad engagements. That said, Twitter's lack of MAU growth is a big reason that shares fell 4.4 percent in response to earnings, and why TWTR stock is down 70 percent the last year. What investors are forgetting to consider is that Twitter is now showing ads to the 500 million users who are logged off. This news was announced in December; therefore, it had no impact on fourth quarter earnings.”
Will marketers embrace Twitter, going forward?
Please respond in the comments section below.
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