The big comeback of Twitter

Source: The Drum

Although it has been around for 15 years, Twitter has not always been an equally popular platform. Despite the fact it initially recorded good results, its growth stagnated until the shocking tweets of former US President Trump appeared. These tweets boosted Twitter’s popularity, which took off even more during the pandemic and in early October this year when Facebook and related platforms experienced a collapse of the entire system. We wrote more about it in this article: What exactly happened on October 4th, and how it may affect the future of social media.

In the financial report for the second quarter of 2021, Twitter reported revenue growth of 74%. It also recorded an increase in the number of active users by 11%, which shows that their number has doubled since 2017.

Find out which factors helped this platform to grow successfully and why has the number of active users increased, in the following text.

High level of authenticity

Users often perceive Twitter as a kind of diary that allows them to express their opinions or feelings in a short written form and thus gives them a chance to be their authentic selves.

Users also share current experiences and comment on situations that happen to them or around them. Twitter supports such sharing of brief reviews of events or simple presentation of views with its format that allows a limited number of words.

Breaking news

In addition to the opportunity to participate in commenting and following news from pop culture, politics, business, and society and to communicate with users and like-minded people from around the world, Twitter has also profiled itself as a platform for delivering breaking news. Any news that appears somewhere in reality, in the virtual world, will appear first on Twitter. Being the first platform to deliver important information from around the world and considered a relevant source is a big advantage nowadays. This proved particularly important during the COVID crisis, which made #Covid19 the most popular Twitter hashtag of 2020.

Quality redesign

Despite criticism from users, Twitter opted for a redesign earlier this year and ultimately gained great results which increased its popularity even more. Thanks to the new design, Twitter has become more user-friendly and it has given users content tailored to their location and interests through the “Explore” tab. Thus, users were focused on topics and their interests, which they would otherwise potentially miss among the multitude of information. Also, the new design has brought new colors and typography that make the platform visually easier to use. The result of the redesign was also reflected in changes in user demographics, affecting the brands that appear there. With a smart and sophisticated app comes such an audience, so the current Twitter audience includes highly educated individuals who earn more than average and belong to the age group of 25 to 49 years.

Customization for content creators

Unlike other social media platforms that find it harder to adapt to the needs of those who create content, Twitter has shown that it is ready to adapt. By launching a community that explores the needs of content creators, it gained the sympathy of all those who create content and have a large number of followers. Twitter continuously explores their needs and desires and thus, together with them, creates the strategy and future of the application. With this move, Twitter has met the needs of content creators, brands that collaborate with them, and ultimately its own needs, and thus ensured success.