For Twitter, 2014 was far from a perfect year; what with executive firings, slower than expected user growth and missed product deadlines.
But now, the 140-character-based social network has apparently got its house in order and is looking to capitalise on the many opportunities available to it – according to Dick Costolo, its CEO.
Speaking at a recent technology investors keynote address, hosted by Goldman Sachs in San Francisco, Mr. Costolo did not reveal anything necessarily game-changing, but did highlight the various revenue streams that Twitter intended to exploit going forward.
And it should come as no surprise that one of the areas that Twitter is looking at in particular is the selling of ads which appear in people’s Twitter feeds. Ideally, Twitter wants one in 20 tweets that a user sees to be an ad, which is the same level that Facebook strives for. At present, however, Mr. Costolo said, “We’re well below that now”.
Video content is another potential treasure trove that Twitter would like to leverage; particularly as marketing gurus love working with videos nowadays. The shift to mobile video could see tech giants luring advertisers away from traditional TV advertising and utilising their platforms instead.
It seems that video is definitely here to stay: Twitter’s recent acquisition of Niche anyone?
We regularly tell you that great content is one of the best ways in which to engage with your audience and ultimately profit. Mr. Costolo seems to agree with us: “Content creators want to go into an ecosystem, deliver a great experience to users and tell stories, and then make money from it”.
Also, let’s not forget the fact that tweets will soon start appearing in Google search results. A step that will serve to further boost Twitter traffic and potentially open the social network up to people who haven’t used it before.
So, if you’re a business looking to expand your online reach and bolster your brand at the same time, Twitter could be a very worthwhile ally in the near future.