Twitter’s shares jumped that the social media company returned to revenue increase after reporting its lucrative quarter.
The organization’s performance in the previous three months brings a conclusion to an otherwise tough year. The business instituted several changes aimed at making it more aggressive with regards to advertisements.
The organization, which has long trailed being Facebook and Google in terms of building a userbase and marketing revenue, brought in live-streaming video function and doubled its tweet character limitation.
Nevertheless, the figures demonstrate that users that are active stayed flat at Q4 2017 at 330 million. Users that are active that are Dailywere up by 12%.
However, the firm reported that its net income for the quarter was $91 million. That is in comparison to $167 million of losses the company took in precisely the same period the year earlier.
Industry comment
Aaron Goldman, CMO, 4C Insights:
“Twitter’s powerful quarter is a clear reflection of brands steadily boosting their investment to capitalise on multi-screen advertising. Twitter has become the spot for the world to respond to politics, news, sport, TV, weather and more.
“Therefore, it is a great aperture for manufacturers to provide timely messages to targeted audiences. We’re seeing this momentum carry over into Q1 with important tentpole events such as the Golden Globes, GRAMMYs, Super Bowl, Winter Games, and Oscars.”
Nick Fletcher, Vice President, Rakuten Marketing:
“This is a momentous occasion for Twitter. It is not surprising, there has been lots of talk of the last quarter being a one for the platform with users on the rise . The question is whether Twitter’s popularity has been driven by Facebook’s recent moves to restructure the information feed less in favour of advertiser and publisher content.
“It remains to be seen whether Zuckerberg’s belief less time on social websites will result in a greater quality of involvement, there’s certainly an argument for this, but for today manufacturers are clearly happy with Twitter’s accomplishments in video and live broadcast and see a developing role for the stage in campaigns.”
Yuval Ben-Itzhak, CEO, Socialbakers:
“Slowed user expansion remains a concern in regards to Twitter, nevertheless, live video will be a crucial investment for Twitter as content formats and ways to participate with audiences continues to evolve. Twitter would be the time to creep up the Live content format given the advantage and engagement brands are seeing out of it on other platforms and has Live video in the Periscope purchase.
“Twitter is clearly hoping to create story-telling easier by allowing even more context to its calculations to make them more intelligent when it has to do with serving advertisements, with the inclusion of live formats for its features. This will ultimately help continue to distinguish the platform, drive user engagement and increase the user base.
“At precisely the exact same period, investment in live movies makes Twitter an even more important platform to think about, providing entrepreneurs with fresh opportunities to define how advertising funds are invested on social networking platforms and richer options to share content across multiple advertising formats (Live, Pictures, Text) to capitalize on the interest of target audiences.”
