The company’s new standalone app, Twitter Dashboard, will provide new tools to businesses that are using the platform to connect with consumers.
As Twitter’s social standing as a social media platform begins to dip, along with the number of regular users, the company is grabbing more business and more revenue before it fades away. The company recently unveiled Twitter Dashboard, a new standalone app for activities to help them use Twitter to connect with customers more efficiently.
“For businesses, Twitter is a place to share news, tell stories, and have conversations that support, educate, and delight their customers,” Noah Pepper, Twitter’s product and engineering manager, explained in a blog post.” It’s a place for authentic interactions – but we know that creating these kinds of connections isn’t always easy for businesses that are time and resource-constrained. That’s why we built a brand new app to help the busy people behind these businesses.”
The new app is geared towards small- and medium-sized businesses that might not have the social media know-how of more prominent brands or the time to actively manage it. The app offers users; customizable tweet feeds, post scheduling tools, advanced analytics on tweets and ads, and even tips on what to tweet and when. Also, businesses will be able to check and respond to direct messages, view user profiles, tweet, and retweet, from within the app.
The move comes after a flurry of recent ad enhancements and releases. Earlier this month the company unveiled its, Promoted Tweet Carousel, which allows brands and advertisers to show multiple photos or videos or other media in one tweet. Users can swipe between the different media, and the tool will enable marketers to use a single tweet to tell a story or create a dynamic ad experience. The offering is similar to the carousel ad units Facebook introduced on its platform and its subsidiary Instagram last year.
Twitter has been facing flak as its active user base stalls. For Q4 2017 (which ended in December 2017), Twitter reported 320 million monthly active users, the same as Q3 2017. While some were hoping this was a temporary slump, more recent analysis seems to indicate that growth is still lagging behind older and newer competitors like Facebook and Snapchat.
Snapchat surpassed Twitter in daily active users earlier this month, reporting it has 150 million daily users compared to Twitter’s less than 140 million. Snapchat saw as a replacement for Twitter, while many still view it as complementary (If still competing) with Facebook and Instagram. With the introduction of Snapchat Live Stories which following breaking news events, the company is poised to be a destination for news-hungry users who may have turned to Twitter in the past.
Despite the competition, Twitter seems focused on improving its revenue streams. The ad carousel and now the app for businesses are geared to enhancing the experience for brands and advertisers and encourage greater ad spend. The company has also sought to improve its ad metrics to try and increase appeal by showing Twitter ads can be productive and impactful.
It isn’t clear if Twitter’s new measures will lead to higher revenue or if they will lead to higher user engagement. The company’s shift to an algorithmic feed was a favor to advertisers but annoyed users. As Twitter tries to increase advertising on the platform, it may further alienate users. The company needs to strike a balance between advertiser and user experience or risk driving away the users that make its ads relevant and revenue generating.