How can Twitter grow to satisfy investors after the IPO? Is change essential, will it foster much-needed engagement or does it come at a cost?
Over the past couple of years I have found myself going in circles when writing about how Twitter might develop; ideas that seemed fanciful wishes might actually become a semblance of reality. In the run up to its IPO, the company is making the news on a regular basis with much of the focus around how it will make money for potential investors, if at all, and whether a new design or functionality may contribute to this.
When the company’s S-1 filing revealed that there were only around 50 million monthly US users and that mobile growth seemed to be stagnating (a worrying sign for a “mobile first” company) talk, obviously, turned to growth, where it might come from and how it could be achieved.
Some tech news outlets took to wondering if Twitter would ever become mainstream but, as I wrote before, being mainstream isn’t just about the number of users but exposure to data and how engrained into our daily routine a service can become.
Just as when Google+ was accused of being a ghost town, seemingly low monthly active users isn’t necessarily cause for alarm just yet (numbers did increase slightly in the latest figures albeit at a reduced rate) but the network does still need to expand its user base and this is indeed a challenge.
As Josh Costine pointed out over at Techcrunch Twitter’s very nature could be part of its problem.
I first asked if Twitter needed to change at the beginning of last year and, while it is widely acknowledged that filtering the main Twitter feed would be a bad idea, you have to wonder about other options to both present and consume the data.
It was reported recently that Twitter is working on the next, more visual, revision of the service with new mobile apps to enhance the user experience. Part of this reworking is said to be the removal of the #Discover tab in favour of a more media led main feed. If #Discovery is to be removed, how much of its functionality is going to pass to the primary stream?
Part of my original idea for change was iteration of the #Discover tab and for it to become the default view – the main, unaltered feed would still be available. Are we seeing the network take a similar approach but by merging #Discover with the main feed?
I have no doubt that #Discover would have been far more popular if it had not been a secondary view.
Twitter falls victim to contradiction: it knows it needs more engagement, which is why we have the conversation view, but the current appearance is not very engaging. I have previously referred to it as being “awash in a sea of links”.
At the risk of repeating myself, there needs to be enhanced discovery to allow people to find interesting content. In this context many tweets would become almost comments on those discovered items – a ready-made conversation starter.
The new @eventparrot account illustrates that although Twitter is already a real-time broadcast network it needs to make better use of the data and actually get it in front of people. By sending notifications of breaking news events via Direct Message you not only engage those who are currently online but also, because many will have either email or SMS alerts set up for DMs, draw people back to Twitter to see what’s going on.
The company now also allows you to receive DMs from anyone who follows you without the need to follow them back first. This is opt in (at least for now) and is obviously designed to increase engagement (especially for brands) but could be a double-edged sword as it leaves the door open to increased message spam.
It would appear, however, that Twitter may have tried to preempt this as some are reporting that most links can no longer be included in DMs, although this could be a glitch or the first signs of a complete messaging revamp.
A new visual approach will make much greater use of Twitter Cards and the network has been sowing these seeds for a while. Things could go further.
If more media is going to be available pre-expanded and visible in the stream then Twitter could work with e partners to provide better text summaries of news items and, maybe, allow more characters.
We are not online 24 hours a day and often miss breaking news (especially in other time zones) so why not utilise cards to summarise key tweets while you were away? Resurfacing popular or breaking content from when users were offline could be a good way of kick-starting a new wave of engagement.
As has been demonstrated time and time again, people are usually terrible at managing their social circles: lists are underused on Twitter, Circles are poorly managed on Google+ etc. To counter this could Twitter benefit from employing Facebook-esque smart lists? Would automatic classification of some of our connections into pre-defined groups help us manage our feed more effectively?
Twitter placed the hashtag firmly in our minds but has since seen its implementation surpassed by the likes of Google+ inserting up to three related hashtags automatically. While Twitter has maintained its simplicity this could have been working against it.
The network could take advantage of the automatic application of related hashtags for enhanced discovery and extend the conversation especially when a tweet is identified as relating to a trending topic.
With an increasing amount of data appearing outside of the body of a tweet can the network start adding meta data of this nature to cards? It was always argued that all data had to be retained as parts of the tweet body because of those using the network via SMS but with the increased prevalence of smartphones running applications capable of displaying this data is it time for Twitter to give in or, at least, offer a two-tier service with available functionality scaling to your method of use?
Twitter has been trickling out new small features regularly in the run up to IPO no doubt in an attempt to convince the market that it is innovating and has more tricks up its sleeve.
It is unlikely we will see any major changes before the company goes public as there is a danger that drastic action could negatively affect the opening share price. Although this will be a risk at any point post IPO, after the Facebook fiasco, there is a need to make a good initial impression.
Twitter has plenty of options to modify the service in an attempt to increase engagement but it all depends how far it is willing to go without over-complicating the service or alienating existing users.